I read a new story about a company called MEC that is a bicycle company. This firm’s new aim is to rebrand itself in order to motivate more costumers. To achieve it, they segregate their one selling field into defferent specific parts. For example, their cycling-specific shops are devided into various types to serve diverse customers like from the “beginer” to more seasoned “rider”. From my perspective, referring to this issue, it has both advantages and disadvantages. Because it is crucial for a company to have a good positioning in a market. So if it can open a new specific marketing, then it will have a great number of opportunities of being first in this area and earn more profit. However, on the other hand, it still has some shortcomings. If their new products are not so good or even not leave a superior image in customers’ mind, it may even influence their origin brand. Besides, as you have a lot of areas to care, you can’t do best in all of them. Therefore, in my opinion, MEC really could expand their brand to make it more diverse. Meanwhile they should also focus on their products’ quality aiming to have good reputation.