Marketing Analysis
U10a1
Heidi Ortiz
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.
…show more content…Product Analysis The camping category at Cabela’s encompasses a large variety of products that people use to go camping. These products include everything from tents and sleeping bags to knives and flashlights. The product offering is vast and the consumer has a chance to see the big picture and decide what kind of camping experience they will have based on what they chose to buy and take on their trip. The product mix for the camping category at Cabela’s is impressive. A camper can get everything they need for great adventure at Cabela’s store and/or online. The Web site has a marketing campaign that lets the consumer choose what kind of camping adventure they want to take, backcountry camping, family camping, or day camping. When you click on the type of camping you would like to do, you are directed to product offerings for your choice. The offerings are comprehensive and allow you to plan your camping trip. Being able to see what products available helps the consumer have confidence that they are prepared to go camping. In 2010, Cabela’s net income was $121 million dollars, an increase of 32% over the previous year. By contrast, in 2010 REI’s net income was $30.2 million dollars, an increase of 1.4% from the previous year. The difference in net income is huge with Cabela’s greatly outselling REI. When comparing the product offering from Cabela’s and REI is it clear, each company has a lot to offer. They both break their product offering
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Jeff went to his local supermarket to purchase cola, chips, dip, and salsa for the weekend's gathering to watch the football game. As far as the cola goes, Jeff thinks they all taste the same and buys either Coke or Pepsi, whichever is on sale. However, for the chips, he likes to buy Doritos White Corn when the store has them. While at the store, he picks up Coke and Santidas Corn chips because the store did not have the Doritos. When he gets to the salsa aisle he finds that his favorite brand, Pace's, is out of stock. Rather than buy a different brand, he goes to another store to find the Paces. Jeff's brand loyalty on this shopping trip can be described as ___ for the cola, ___ for the chips, and ___ for the salsa.
Sets with similar termsWHAT IS THE WORD?Directions:Complete the following sentences using the appropriate word or phrase. Write youranswers in the space provided.Word BankPackagingSizeLabelQualityRecallEnvironmentalimpactRisksPlannedobsolescenceProduct man-agerProducts1.A sporting goods company sells outdoor apparel and camping supplies. These are thecompany’s ______ Products ______.2.Discovering opportunities for new products, developing marketing strategies for currentproducts, and coordinating the product mix are all responsibilities of a[n] Plannedobsolescence3.Encouraging product sales, protecting and safeguarding products, creating a good impressionof products, and communicating product benefits are all reasons why companies use product_____ Packaging _______.4.A technology company is debating whether to use plastic or recyclable cardboard in itsproduct packaging. This is an example of an ethical dilemma related toEnvironmental impact5.A food manufacturer packages its potato chips in bags that are larger than necessary to makeit seem like customers are receiving more product than they actually are. This is an example of