The Indian Act was enacted in 1876 and allowed the federal government of Canada to control aboriginal affairs. This act has since been amended and at the 2012 annual meeting of the Assembly of First Nations, National Chief Shawn Atleo called on Ottawa to repeal the Indian Act. He suggested the government replace it with a new arrangement that would allow aboriginals to move forward on resource sharing and land claims. These land claims are a controversial topic in business as they can greatly impact a company’s business model, as well as touch on business ethics.

A recent article in the Vancouver Sun, titled “Tsilhqot’in set to declare site of New Prosperity mine a tribal park,” reports that a First Nation in British Columbia is set to declare a large portion of the Chilcotin as a tribal park. This includes the site of the proposed New Prosperity mine at Fish Lake.

On one hand, the aboriginal’s of this area have long opposed mining and a tribal park would protect cultural, heritage and ecological values. Therefore, a question on whether it would be ethically correct to mine in this location can be raised. On the other hand, Taseko Mines Ltd.’s Fish Lake property is part of a $1.1 billion New Prosperity copper-gold project and lies outside the title area recognized by courts. What would a land claim like this mean for Taseko Mines?

First of all, a conflict with the Tsilhqot’in people would present itself as an external factor impacting Taseko Mines’ business model. Without the New Prosperity mining site, Taseko Mines would lose millions of dollars in revenue and their business would be directly impacted.

However, this is not the first time a company’s progress has been held back by the traditional values and beliefs of aboriginals. For instance, in 2011, the Simpcw First Nation halted plans to sign a rights and title agreement with a mining company when Simpcw bands blockaded an access road northeast of Kamloops.

In such disagreements, it is impossible for both parties to get exactly what they want. Therefore, it is essential that both firms and First Nations try to cooperate and achieve a mutual understanding. If First Nations can accept gradual and sustainable industrial progress and firms like Taseko Mines can respect the traditional value the land holds, mutual agreements are possible.

Works Cited

“First nation blockade of B.C. mine stalls aboriginal exploration deal.” The Globe and Mail. N.p., 10 Aug. 2011. Web. 6 Oct. 2014.

Montpetit, Isabelle. “Background: The Indian Act.” CBCnews. CBC/Radio Canada, 14 July 2011. Web. 5 Oct. 2014.

Pynn, Larry. “Tsilhqot’in set to declare site of New Prosperity mine a tribal park.” www.vancouversun.com. N.p., 11 Sept. 2014. Web. 7 Oct. 2014.

Product or brand positioning and differentiation are crucial in reaching consumers in a crowded market place. But just how important really are they? In my personal opinion, product positioning is one of the most important aspects of marketing. Through positioning the product in the mind of the consumers, companies can overcome some of the challenges associated with the consumer constantly being bombarded with advertising and information overload. It is essential that companies find a way to make their product stand out in the mind of the consumer through differentiation and product positioning.

In class last week, we were introduced to the idea that Pepsi uses product positioning and differentiation to reach consumers. Pepsi’s main competitor is Coke who uses its powerful name and position as a leader to attract consumers. In order to compete with Coke, Pepsi has positioned itself as a follower and repositions the competition. As a follower, Pepsi tries to appeal to a different customer segment than Coke. It tries to associate its brand with a younger, more energetic, and fun-loving segment. Because Pepsi and Coke are so similar in product, there is not a vast array of unique positions to carve out. Therefore, Pepsi repositions the competition as well. Through creative advertising techniques, including the “Pepsi Challenge,” where consumers blindly taste both Pepsi and Coke and choose which one they prefer, Pepsi Cola has attempted to make consumers view the competition in a different way. Ultimately, Pepsi is a good example of a brand which relies heavily on product positioning.

Works Cited

“Pepsi vs. Coke.” Pepsi vs. Coke. N.p., n.d. Web. 5 Oct. 2014.

“Product Positioning.” Product Positioning. N.p., n.d. Web. 5 Oct. 2014.

Product positioning is essential in establishing a successful brand. Positioning can be described as “a communication tool to reach target customers in a crowded market place” (Ries and Trout). Several different methods can be used to successfully position a product including information overload, getting into the mind of the consumer, positioning as a leader, positioning as a follower, and repositioning the competition.

Through reading a recent article about sports and outdoors retailer, Mountain Equipment Co-op, I discovered that MEC is actually using product positioning as a way to maintain and grow its brand. MEC reaches its target customers through getting into the mind of the consumers. In its latest re-branding effort, MEC has segmented each activity in the store with a set of motivations and aspirations. By using consumer motivations to inspire and rebrand, the retailer appeals to people’s motivations, rather than a specific activity. For instance, in the cycling-specific section of the store, new signage speaks to the various types of cyclists. In addition, Mountain Equipment Co-op is trying to reach out to a more diverse customer segment. Through its new imagery depicting more urban scenes with people from a younger age group and various cultures, MEC is attempting to remain relevant to both the generation of younger people and the slightly less “outdoorsy” segment of society. Ultimately, MEC’s recent rebranding efforts should drive more customers into stores due to the use of product positioning.

Works Cited

Horn, Jennifer. “MEC uses consumer motivations to inspire a rebrand.” » strategy. N.p., n.d. Web. 6 Oct. 2014

“Product Positioning.” Product Positioning. N.p., n.d. Web. 5 Oct. 2014.