Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Integrated Marketing Communications (IMC), Marketing Research, Pricing, Product Brands and Branding, Relationship Marketing, Retail Marketing.

Description: Mountain Equipment Co-op’s board unanimously approved a deal for L.A.-based Kingswood Capital to acquire MEC’s assets, including the majority of its stores. BNN Bloomberg’s Anita Sharma has more.

Source: BNNBloomberg.com – video report

Date: Sep 18, 2020

Link: https://www.bnnbloomberg.ca/video/kingswood-capital-to-acquire-mec-through-ccaa-proceeding~2035739?jwsource=cl

Questions for discussion:

  • Based on the interview, why do you think MEC failed?
  • Should their brand be repositioned, in your opinion?
  • Did the membership concept fail to support loyalty?
  • What would you advise the new owners to do now?