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Introduction to Cabela’s

/. Introduction to Cabela’s. 1961 founded by Richard Cabela (Sidney, NE) 1987 First retail store Mail-order catalogs: 50 states and 120 countries Nearly 40 retail locations in U.S. and Canada World leader provider: hunting, fishing, outdoor recreation merchandise $2.7 billion in annual

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Introduction to Cabela’s

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  2. Introduction to Cabela’s • 1961 founded by Richard Cabela (Sidney, NE) • 1987 First retail store • Mail-order catalogs: 50 states and 120 countries • Nearly 40 retail locations in U.S. and Canada • World leader provider: hunting, fishing, outdoor recreation merchandise • $2.7 billion in annual revenue

  3. Introduction cont. • #40 on Internet Retailers Top 500 list in 2012 • October 2012, Fusion Award for Mobile Convergence • Mobile App: Apple iOS & Droid • QR Code Scanner in-store and in the catalog • http://www.digby.com/localpoint-video

  4. SWOT Analysis • Strengths • Customer Service • Multiple Channels: Retail stores, catalogs, website • Weaknesses • Not enough stores • Dependence on raw materials • Vendors in China & Mexico • Increased import duties, tariffs, currency fluctuations

  5. SWOT cont. • Opportunities • Potential for online retailing • Increased internet sales 4.5% in 2011 • Social Networking • Addition of more retail stores • Only 3 of 39 stores in Canada • Outpost stores • Increase global presence

  6. SWOT Cont. • Threats • Economic slowdown • High unemployment rates: 8.9% in 2011 • Rising oil prices • Economic uncertainty • Fierce Competition • REI • The North Face • Big 5

  7. Sales Strategy • Online • User-friendly website cabelas.com • Shopping cart • Eliminates destination shopping • Delivery options • Offline • Indoor landscape • Personal shopping experience • Mail-catalog

  8. Competitors • REI Cooperative • 1938 founded in Seattle, WA • 11 million members, 125 stores, 31 states • $1.8 billion in annual revenue in 2011 • Jim Whittaker, former CEO • 1st American to summit Mt. Everest • 9,500 employees • Fortune Magazine’s Top 100 to work for since 1988

  9. Competitors cont. • The North Face • 1968 founded by Doug Tomkins and Kenneth Klopp • 1980 outerwear, skiwear, sleeping bags, tents • 2004 website introduced to deter counterfeiting • 40 retail locations, 18 in the U.K. • VF Corp (Parent Corp.) generated $9 billion in 2011 • $1.6 billion from The North Face alone

  10. Competitors cont. • Big 5 • 1955 founded by Robert Miller and Maurie & Harry Liff • 5 WWII army surplus stores • 400 locations in 12 states • 8,800 employees • $902 million in revenue in 2011 • Focus on mid-price point items

  11. Industry Analysis • Fierce competition • $646 billion in annual spending • Supports $6 million jobs • $80 billion in federal, state, and local tax revenue • Annual consumer spending • Snow sports: $53 billion • Internet access: $54 billion • MNEs vs SMEs • Large inventory vs specialty items

  12. Short-term Recommendations • Demographic Advertising • Outside the midwest • Health Awareness • Promote outdoor recreation • Website, retail stores, schools, hospitals • Corporate Social Responsibility • Global Adventures • Advertising campaigns and outdoor recreation

  13. Long-term Recommendations • Differentiate • Cabela’s brand represents 35% of merchandise revenue • Unique designs • Customer outreach • Collaboration with local businesses • Offer licensing agreements to carry specific items • Technology, Innovation, & Exploration • E-commerce and mobile app • New and improved gear

  14. Conclusion • Unique direct marketing plan • Increasing expansion • New outpost stores • Increasing CSR • Sustainable • Video games, Kiosks, Cabela’s TV, Mobile App

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