1, Evaluate the product offerings at REI. Select a product category and review the product line at REI, then select a similar competitor and review its products for the same category. Take a close look at product features and benefits, distribution, promotion, and pricing. Then, review the direction and focus of REI from the Fickes article. After completing your analysis and comparison, how does REI compare with the competitors you have reviewed? Submit your review comments in the assignment area. PRODUCT ANALYSIS 2, Submit your analysis of the first P (product) for your chosen company’s product/service as an attachment to this assignment. The central focus of a marketing program will be on a product or service. Your product analysis should include the company, competition, and customer requirements. You should also look at branding, design, product positioning, and other elements that allow the company to either carving out a niche or maintain market share leadership against the onslaught of competitive products. In your analysis, you should evaluate your competitors’ product strategies. Do they have the right branding in place for the product. Does the product have a customer? Cite any resources you use. 3, Select a company and its primary competitor within one of the following industries: • Home Improvement. • Electronics. • Consumer Goods. Research available information on the company and the competition using their Web sites and other resources, including information on the current marketing mix (product, place, price, and promotion). Complete and submit a case and comparative analysis of the two companies. This analysis should include a summary of the business, significant marketing issues, and recommendations about how they can improve their marketing program. A specific recommended approach to analyzing this case is to: 1. Review the material and data available. 2. Conduct a SWOT Analysis (Strengths and Weaknesses being internal to the enterprise in the case, and Opportunities and Threats being external to the enterprise in the case). 3. Identify the most significant problems or issues (including those potentially related to weaknesses and threats). 4. Identify potential solutions to the problems or issues, and offer any recommendations. 5. Compare the marketing strategies of the two companies—which company is more effective overall and why?