Marketing Analysis: Cabela's
Marketing Analysis
U10a1
Heidi Ortiz
Hortiz1@capellauniversity.edu
BUS 3030
Fundamentals of Sales and Marketing
September 13, 2011
Company Description Section Cabela’s, the world’s foremost outfitter, offers quality hunting, fishing, camping, and outdoor gear at competitive prices. Their main marketing objective is to be the market leader in this space. Their product offering is vast and includes guns, boats, ATV’s, clothing, footwear, home/cabin supplies, and gear for outdoor hobbies. They have a division of their company that sells what they call “trophy properties,” properties in nature areas where a person can hunt or fish. This part of their marketing mix ties into their focus of selling to the outdoor enthusiast. Cabela’s has a “Gun Library” where a consumer can buy, sell, or trade their guns. The consumer can search their library to see the gun offerings, this gives Cabela’s the opportunity to sell their new guns as well as help others sell or trade their own guns. This offering gives the impression to the consumer that the company is being helpful, while also being an outlet for sales. The company offers the consumer “Outdoor Adventure” trips around the world where they can camp, hunt, or fish. Their travel department will assist the consumer to book their flight and hotel accommodations. You can also purchase your TAGS for hunting or fishing, it is like a one-stop shop. You can also post pictures of your hunting and fishing trophy’s on their Web site. They also offer Cabela’s Television where you can go find videos with tips for a successful camping trip and other outdoor adventures. In order to understand the current marketing environment a situation analysis, or SWOT analysis, should be conducted. Performing a SWOT analysis will enable Cabela’s to identify their competitive advantage in the market. S (Strengths) = Cabela’s strengths in the outdoor gear space are that they are focused on being the market leader in
U10a1
Heidi Ortiz
Hortiz1@capellauniversity.edu
BUS 3030
Fundamentals of Sales and Marketing
September 13, 2011
Company Description Section Cabela’s, the world’s foremost outfitter, offers quality hunting, fishing, camping, and outdoor gear at competitive prices. Their main marketing objective is to be the market leader in this space. Their product offering is vast and includes guns, boats, ATV’s, clothing, footwear, home/cabin supplies, and gear for outdoor hobbies. They have a division of their company that sells what they call “trophy properties,” properties in nature areas where a person can hunt or fish. This part of their marketing mix ties into their focus of selling to the outdoor enthusiast. Cabela’s has a “Gun Library” where a consumer can buy, sell, or trade their guns. The consumer can search their library to see the gun offerings, this gives Cabela’s the opportunity to sell their new guns as well as help others sell or trade their own guns. This offering gives the impression to the consumer that the company is being helpful, while also being an outlet for sales. The company offers the consumer “Outdoor Adventure” trips around the world where they can camp, hunt, or fish. Their travel department will assist the consumer to book their flight and hotel accommodations. You can also purchase your TAGS for hunting or fishing, it is like a one-stop shop. You can also post pictures of your hunting and fishing trophy’s on their Web site. They also offer Cabela’s Television where you can go find videos with tips for a successful camping trip and other outdoor adventures. In order to understand the current marketing environment a situation analysis, or SWOT analysis, should be conducted. Performing a SWOT analysis will enable Cabela’s to identify their competitive advantage in the market. S (Strengths) = Cabela’s strengths in the outdoor gear space are that they are focused on being the market leader in
References: Retrieved on July 29, 2011 from http://www.cabelas.com/camping-supplies.shtml Retrieved on July 29, 2011 from http://phx.corporate-ir.net/External.File?item=UGFyZW50SUQ9OTA3Nzd8Q2hpbGRJRD0tMXxUeXBlPTM=&t=1 Retrieved on August 12, 2011 from http://seekingalpha.com/symbol/cab/description Retrieved on August 12, 2001 from http://directmag.com/catalogretail/news/inventory-cabela-direct-0810/ Retrieved on August 12, 2011 from http://www.businessdictionary.com/definition/competition-based-pricing.html Retrieved on August 26, 2011 from http://seattletimes.nwsource.com/html/businesstechnology/2003998197_cabelas07.html Retrieved on August 26, 2011 from http://www.cabelas.com/home.jsp?WTz_l=Header