I was not familiar with anything about first nations in Canada before I read the required and optional articles. After reading these articles, I know that the aboriginal people did not have appropriate human rights before. And for strengthening the government’s power, some culture of First Nations was “killed”.

However, this situation was improved in recent years, and First Nations has the ability to decide the usage of some resources and land in Canada, which should be an external factor that will influence the management decision-making. In addition, because of the value of these aboriginal people, some activities, such as mining and fishing, are influenced, as well as the business initiatives in BC.

I think the aboriginal people should make an agreement with some companies. Then they can provide their resources to these companies as inputs, but these companies have to promise that they will not damage the environment for sustainability. As a result, the aboriginal people will have the ability of self-sufficiency, or they will have to depend on the government.

Related articles:

• Background: The Indian Act
• To the Tsilhqot’in, with Gloves
• ‘There will be no pipeline’

There are so many people in Canada, and different people have different needs? So how could a company satisfy all these people? Usually a company can segment the consumers with different criteria, and then it can focus on the smaller part. The ways of segmentation include social-demographics and psychographics.

I think the things that MEC does are similar to the meaning of segmentation, but they also help the company to earn more profit. In the news “MEC uses consumer motivations to inspire a rebrand”, it mentions that “the retailer has gone deeper than the product level, segmenting each activity in store with a set of motivations and aspirations.” For example, it divides cyclists into various types, such as the “beginner”, the “day tripper” and the more seasoned “rider.” To tell the truth, it is also a way of segmentation by the level of cyclists, but the company changes their words to express them, which might encourage people to do exercise, and then they might make money by selling more.

In addition, this company keeps close connection with the consumers. It shows more urban scenes with a younger age group and various cultures, which may let consumers know that their products are suitable for these groups of people. Through this way, it can not only attract new consumers, but also keep the original consumers.

In my opinion, the rebranding effort of this company will be effective.

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