Cabelas Marketing

In: Business and Management

Submitted By jlee817
Words 5421
Pages 22
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Cabela’s 2012 Strategic Marketing Plan
Johnson Lee
Integrated Marketing Strategy

Table of Contents
Executive Summary 3
Situation Analysis 3 The Internal Environment 3 The Customer Environment 7 The External Environment 9
SWOT Analysis 12 Developing Competitive Advantages 12 Developing a Strategic Focus 13
Marketing Goals and Objectives 13
Marketing Strategy 13 Primary and Secondary Target Markets 13 Product Strategy 14 Pricing Strategy and Distribution/Supply Chain Strategy 14 Promotion Strategy 15
Marketing Implementation 16 Structural Issues 16 Tactical Marketing Activities 16
Evaluation and Control 16

Executive Summary Cabela’s, Inc is a multi-channel retailer of outdoors products focusing on the hunting, fishing, and camping industries. This company has experienced significant growth since becoming a public company, and is currently striving to increase revenue, improve retail store profitability, and increase market share to surpass competitors, namely Bass Pro Shops and REI. Cabela’s focus on a high-quality product and excellent customer service is an important part of both its history and its potential for future growth. To further the company’s mission and achieve statistical goals, Cabela’s must grow its loyal customer base by attracting a younger target market. Merchandising teams must extend growing and profitable product categories and expand advertising mediums. The company must also help potential consumers navigate the steep learning curve associated with many of its products. For example, Cabela’s will offer customers a Cast and Trigger Prep course to teach them hunting and fishing techniques in a fun, pressure-free environment at a minimal cost. Cabela’s will also expand and differentiate its website, including educational…...

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