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TRANSCRIPT
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Strafe Outerwear vs. Recreational Equipment Inc.A Case Analysis of Two Outdoor Outfitting CompaniesLauren CudneyJace KhoslaJake NicholsJackson Stevens
+REI, An Overview
Fortune’s Top 100 Companies to Work For
Over 9,500 employees
2010 Sales: $1.66 bil. ($1.46 bil. in 2009)
Founded in 1938 as a Co-op
CEO: Sally Jewel
+REI & Dynamic Change
Founding – Group of friends trying to get gear from Europe (1938) Co-op from the beginning to benefit the members
Whittaker claims company from founder Expansion started along western states Transformed REI into a business from the small local
organization
New flagship = true establishment in the outdoor industry
Had insane technology and features that no other retail outlet could boast
+REI & Dynamic Change (cont.)
Co-op $20 to join for life 10% back in dividends every year
Green vest experience Customer service is foremost
Want to give you the best products. If they can’t, they’ll tell you who can.
+REI & Sustainability
3BL zero waste-to-landfill by 2020 energy efficient stores The REI foundation
Employee relations Discounts on gear Encourage staff to go on trips together to experience
what they sell Staff is down to earth and willing to help with any aspect
of the store
+Triple Bottom Line
• Website• Volunteeris
m• Education• Climate
Neutral• Zero Waste-
Landfill• Co Op• Environmental
Stewardship Focus
• Green Vest• Explore Outdoors• Discounts
+Creativity & Innovation
‘Staycations’ 2009: 64% decease in profits
Denver and Seattle flagships
Store openings across the country Failed opening in Japan
+Strafe, An Overview
New startup
10 employees
No sales to report
Founded in 2010
CEO and Founder: John Gaston
+Strafe & Dynamic Business Change
Sponsors of skiers in the amateur level
Promoting at resorts
New interactive website
Ski blogs
+Product Differentiation
3 layer Gelanots Softshel jacket catered to backcountry skiing and snowboarding. Lightweight and functional design, and a longer, slimmer
cut keeps you comfortable and dry in any conditions.
Tech features and materials
Caters to advanced skiers
+Nomad
•Helmet compatible hood with 3-point adjustment•Removable powder skirt with snap system integration•18” pit vents•Mesh skin pockets•Wrist gaiters•Articulated storm cuffs