...revenue of $2.03 billion in 2013. REI gives a portion of its operating profit to help protect and restore the environment. Its products include REI Adventures, vacations packages and outdoor training such as fly fishing or paddle surfing. With the use of the world wide web, its market segment is world wide. Cabela is considered the world's foremost outfitter of hunting, fishing, and outdoor gear. Its product line has expanded to include ATV and lawn tractors, video games. It produces its own television programs and prints its own wildlife magazine. It has 50 stores called Outpost and an annual revenue in 2013 of $3.6 billion. Its direct marketing operation is shipping mail order catalogs to 50 states and 120 countries. It has Outdoor Adventures Travel Service, vacation packages for their customers. Cabela partners with many conservation groups for the protection of specific species and the restoration of local environments. L.L.Bean is an international distributor of outdoor recreation equipment, gear, and clothing. It product line also includes home furnishings. It has 19 stores in the United States, 19 stores in Japan, and 53 stores in China. Its direct marketing operation reaches 50 U.S. states and 170 countries. It had an annual revenue of $1.6 billion in 2012. It has formed partnership with many conservation and nonprofit recreation organizations that encourage stewardship of natural resources. It provides online training for many outdoor activities, such as fly...
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...important goals of Cabela’s Incorporated are increasing customer spending, improving marketing effectiveness and increasing retail space by adding new locations throughout the United States and Canada. The first of these three goals is “increasing customer spending through customer targeting, digital and mobile marketing, social networking, specialty catalogues and marketing new products” (Cabelas 2014). This goal can be achieved by focusing advertising and emphasizing the world class customer service that Cabela’s customers have become accustomed to. Cabela’s has a large customer base with high brand loyalty that expects the newest and most advanced products available to them and the company offers free lifetime guarantees for all Cabela’s branded clothing and equipment. “In 2013 [Cabela’s] launched our brand platform “It’s in your Nature” which creates a connection between us and our customers by focusing on our common appreciation for the outdoors” (Cabela’s 2014). The company is in line to increase sales and profit due to an increasing popularity in hunting across the United States and Canada. With the increasing popularity of hunting and fishing across the country there is an increase in conservation efforts that Cabela’s supports further increasing favorability with the public. Along with increasing customer spending Cabela’s will focus to improve marketing effectiveness by optimizing marketing channels and expanding digital and e-commerce capabilities, today’s consumers expect...
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...REI Marketing Environment Worksheet List the current characteristics of each environmental factor as they relate to REI. U.S. Economy How does the current U.S. economy affect REI retail operations? 1. Though the U.S. economy is still in recovery from recession, outdoor equipment retailers, like REI, are still seeing a profit. These profits could be from the rise of survivalist or preppers, and they could also be that American are not sacrificing what they enjoy (Stienstra, T. 2013). “According to the Outdoor Industry Association of America, 140 million Americans make outdoor recreation a priority in their daily lives, and they spent $646 billion last year and created 6.1 million jobs (Stienstra, T. 2013).” 2. REI’s market is also effected by consumers’ income. With the recession and the slow rise of household incomes, people have less disposable income. This negatively impacts the sales for any business, the less money people have, the less they can spend. Paul Vigna writes in the Washington Post, that “wages overall are up since the recession’s start. The bad news: They’re down from the end of 2008, broadly flat over the past decade, and on an inflation-adjusted basis, wages peaked in 1973, fully 40 years ago.” Legal and Regulatory Environment What types of legal and regulatory forces affect REI in the U.S.? 1. REI states that many of their products come from sources around the world. REI has chosen to introduce its own factory Code of Conduct, and has joined...
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...KINGSFORD CHARCOAL ASSIGNMENT (10 Points) 1. The Kingsford Charcoal case takes place in July 2001. 2. Kingsford’s primary competitor is gas grills. Most people do not want or have the time to spend on getting charcoal ready for grilling; therefore, the concept of convenience, greater control over cooking temperature, shorter cooking times, and ease of clean-up makes the selling points for gas grilling. 3. The two ways for Kingsford to determine variables that segment the market, they are heavy Kingsford users and gas grill users. The “heavy” Kingsford users can be segmented into “Regular Exclusive”, “Instant Acceptor”, and “Instant Exclusive” (Exhibit 9). Gas grillers can be segmented into “own gas only grills” or “owns both”. 4. SWOT Analysis example for Kingsford would looks like: a. Strength: Established brand b. Weakness: Advertising budget c. Opportunity: Number of US grilling events have more than doubled since 1987 d. Threat: Increasing trend of gas grills shipments (Exhibit 5). 5. Use Exhibit #10 and compare the 4 scenarios below: a. The pricing scenario that resulted in the smallest reduction in dollar sales is the “Minimum (2.5%) Blue Bag Pricing Increase” (#2). b. The amount of the smallest decrease in dollar sales is $1,110. c. The pricing scenario that resulted in the greatest increase in profits is the “Total Line pricing (5%) Increase”. d. The amount of the greatest increase in profits is $1,870. 6. Kingsford...
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...Cabela’s, Incorporated Marketing Plan MBA 652 Marketing Strategy Bellevue University 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...
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...1. Target Company & Marketing Program L.L Bean, Inc. is an American brand founded in 1912 by Leon Leonwood Bean, beginning as a one-man operation making a signature Bean Boot in the basement of his Freeport, Maine home. The signature boot was produced, shipped, and soon 90% of the initial batch was returned as damaged. With Leon’s firm belief in keeping customers satisfied as a guiding principle, the company’s lifetime guarantee quickly got its start. A satisfied customer is the company’s main mission, which has been the reason the global organization has accumulated annual sales of $1.61 billion. L.L Bean expanded its product line, and now prides itself as being customers one stop shop for quality outdoor and indoor apparel, outdoor equipment, footwear as well as bags and luggage. Their products are recognized around the world for their practical design and high quality with over 140,000 items stocked for catalog, web site and stores. The company devotes significant time and energy to product research, testing and development including lab field testers and employee and customer feedback. There is no surprise the company is praised for its quality since prototypes for new products are tested, revised and retested until they meet not only customers requirements but also company standards. L.L Beans marketing strategy that started with updated product catalogs mailed directly to customers has now been modified to meet the demands of consumers and take advantage of...
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...C. Burton C2 Montana Mountain Biking 1.) According to the five stages of customer loyalty, the MMB’s customers lye mostly in the commitment category. Given the rate of repeat customers (80%) . it would be reasonable to assume a similar report of the customers (60-75%) are in the familiarity or commitment stages, due to the fact the MMB is very serious about their enthusiasts. This would probably mean very few (10%) have reached the separation stage. MMB has had a very consistent business plan. Giving customers little reason to be pushed away from them. The article makes it sound like mountain biking enthusiast would not be quick to give up their hobby at all. The leaves roughly 15-20% exploration or familiarity. I feel that slightly more (10-15%) to exploration because of the new website traffic as well as email inquiries. They would not be inquiring about the photos if they understood the website. 2.) Given the large percentage of MMB’s customers are repeat visitors, I would recommend that adding a option to their website would allow users to submit their e-mail address so they can receive a monthly newsletter or updates about featured tours. In the e-mail messages I would also include links to the photo galleries that are posted on the website. They are appealing to the eye enough to draw people all on their own. The links are convenient for customers to be able to forward the e-mail to their friends who might be interested or are photo enthusiast. This strategy...
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...Advertising, Promotion, and other aspects of Integrated Marketing Communications Terence A. Shimp University of South Carolina Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States Advertising, Promotion, & Other Aspects of Integrated Marketing Communications, 8e Terence A. Shimp Vice President of Editorial, Business: Jack W. Calhoun Vice President/Editor-in-Chief: Melissa S. Acuna Acquisitions Editor: Mike Roche Sr. Developmental Editor: Susanna C. Smart Marketing Manager: Mike Aliscad Content Project Manager: Corey Geissler Media Editor: John Rich Production Technology Analyst: Emily Gross Frontlist Buyer, Manufacturing: Diane Gibbons Production Service: PrePressPMG Sr. Art Director: Stacy Shirley Internal Designer: Chris Miller/cmiller design Cover Designer: Chris Miller/cmiller design Cover Image: Getty Images/The Image Bank Permission Aquistion Manager/Photo: Deanna Ettinger Permission Aquistion Manager/Text: Mardell Glinski Schultz © 2010, 2007 South-Western, Cengage Learning ALL RIGHTS RESERVED. No part of this work covered by the copyright hereon may be reproduced or used in any form or by any means—graphic, electronic, or mechanical, including photocopying, recording, taping, Web distribution, information storage and retrieval systems, or in any other manner—except as may be permitted by the license terms herein. For product information and technology assistance, contact us at Cengage Learning Customer &...
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...www.ccsenet.org/ijms International Journal of Marketing Studies Vol. 3, No. 2; May 2011 The Influence of Brand Loyalty on Cosmetics Buying Behavior of UAE Female Consumers Dr. Hamza Salim Khraim Marketing Department, Faculty of Business Middle East University, Amman, Jordan E-mail: hkhraim@meu.edu.jo Received: January 24, 2011 Abstract The worldwide annual expenditures for cosmetics is estimated at U.S. $18 billion, and many players in the field are competing aggressively to capture more and more markets. The purpose of this article is to investigate the influence of brand loyalty on cosmetics buying behavior of female consumers in the Emirate of Abu Dhabi in the UAE. The seven factors of brand loyalty are brand name, product quality, price, design, promotion, service quality and store environment. Questionnaires were distributed and self-administered to 382 respondents. Descriptive analysis, one-way ANOVA and Pearson Correlation were used in this study. The findings of this study indicated that brand name has shown strong correlation with brand loyalty. The research results showed that there is positive and significant relationship between factors of brand loyalty (brand name, product quality, price, design, promotion, service quality and store environment) with cosmetics brand loyalty. Keywords: Female buying behavior, Brand loyalty, Cosmetics, UAE 1. Introduction The history of cosmetics spans at least 6,000 years of human history, and almost every society on earth...
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...Ta’Kita Boykin REI Marketing Environment Worksheet List the current characteristics of each environmental factor as they relate to REI. U.S. Economy How does the current U.S. economy affect REI retail operations? 1. If the economy was in a depression, people would begin saving money and limiting their spending habits, which in turns results in a decrease in online/in-store purchases for REI because the value of their goods/products would have to increase. There will less buying for some goods and supplies which decrease the company’s sales and revenue. 2. Employees within the companies would lose jobs (turnovers) or employees making less money. Global Economy How does the current global economy affect REI retail operations? 1. If some products or goods were bought or traded from another country and the currency values were increase, REI would have to purchase these items at a higher price also and the scope of REI’s prices would decrease because customers would realize that the prices for what they want are too expensive and not want to buy them. 2. Fair Labor. REI has joined with other associations such as Outdoor Industry Association (OIA) and Fair Factories Clearinghouse (FFC) to crack down and ban fair labor violations. Legal and Regulatory Environment What types of legal and regulatory forces affect REI in the U.S.? 1. Consumer privacy. By REI customer’s using their social security numbers, credit cards, checks, and debit cards to make purchases...
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...KUTCHEN March 24, 2013 MARKETING ANALYSIS REPORT BY: BRIDGETT BLUNT EXECUTIVE SUMMARY Lortex Lutchen is the first company in the United States to ever create a comfortable toilet seat with state-of-the-art features, called Flush Max 1250. This product was created for consumers seeking a piece of mind in their private time. “Our mission is to provide the best in customized toilets, while integrating the latest in technology, to deliver quality and satisfaction to all our consumers. We are committed to the performance and consumer experience of Flush Max 1240 MARKETING MIX Setting a team of members to do a specific job as follows: • One would be responsible for external and internal environments. She/or he would keep up with the new technologies that comes out and keep track of the competition. • One would be responsible for marketing objectives and target marketing. He/ or she would focuses on what needs to be done for future purposes. • One would be responsible for product and pricing strategy. He/ or she would be in charge of setting prices and budgeting for the product. One would be responsible for marketing communication strategy. He/ or she would be in charge of the advertising, ads, sales, and promotion planning of the product. One would be responsible for distribution strategy and implementation and control. She/ or he is in charge of the action plan for marketing objectives. Being a brand new...
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...Executive Summary Introduction Blu-Ray Computer Design will provide computer and technical consulting to local small businesses as well as home PC users. In doing so the company will focus on marketing, responsiveness, quality, and creating and retaining customer relations. The Company Blu-Ray will initially be a sole proprietorship with minimum outside financing. Blu-Ray will be a home office start-up, utilizing one studio room in the owner's home and serving customers in the local Clearwater, Florida area. Blu-Ray Computer Design will be initially owned by Nigel Murrien. Depending on growth, the company will possibly add additional employees and expand operations. The Market Market research indicates an available market niche able to be occupied by additional businesses of this nature. The very nature of the computing industry, with its extraordinary rate of technological development, creates a constant need for businesses skilled in updating and advising customers on computer-related issues. Home PC users will provide the majority of our business revenue. These jobs will typically consist of minor upgrades services and advising. Business Week expects the computing industry to grow at a rate of 12% and the processor speeds to continue to expand for years to come, providing a rich resource for sales. Blue-Ray Computer Design has decided to focus mainly on the home PC market for many reasons. These home customers typically request jobs that are easier, faster, and less...
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...Marketing Mix “The four P approach has led to a manipulative attitude to people” (Gummesson, 2002:285). “What marketing deserves is new approaches, new paradigms, which are more market oriented” (Gronroos, 2002:140). “We propose that the mix has now reached its vanishing point, and we argue that marketing requires a new paradigm” (O’Malley & Patterson, 2002:50). What is common among the above three quotations is the fact that they are all against the Marketing mix. They also share the common belief that it’s time for a radical change, one where the 4Ps are rejected for a new paradigm. But the importance of the 4Ps is being undermined. Despite its limitations, they still form the base which is being used by modern organizations. This paper attempts to show the importance of the marketing mix for modern marketers and that it cannot be relegated from modern marketing strategy. The paper is divided into six parts. Beginning with the introduction it then moves on to the development of the marketing mix theory. The third part contains the literature review of the mix. The fourth asserts that marketing mix in conjunction with RM and CRM can result in a successful marketing strategy and the fifth uses Lexus as an example to prove this assertion. It ends with the conclusion. What Is Marketing Mix? The Oxford Dictionary of Business and Management’s definition of the Marketing Mix is of “the factors controlled by a company that can influence consumers’ buying of its products” (Anon...
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...1) Research SAP – discuss in YOUR words: what is SAP, what are some of its functionality, do research to determine its strengths and weaknesses. This should be 2 paragraphs – at least 20 sentences! In June 1972 5 IBM programmers created a company called Systems Analysis and Program Development after having worked on a program called SAPE for IBM. The programmers were originally pulled off the SAPE project but wanted to continue their work. Selling stock from their time at IBM the original founders of SAP were able to continue work on the SAPE program and eventually create many solutions for business. SAP is now one of the world’s largest software development companies focusing in Enterprise Resource Planning (ERP) software. SAP has locations in over 130 countries and is the world’s leading ERP developer. SAP focuses on 6 primary industries: discrete, process, consumer, service, financial, and public services. SAP also offers integrated solutions for large enterprise companies as well as small and medium size businesses. Currently the SAP ERP Business Suite offers 5 ERP solutions for businesses intended to cover the scope of all solutions a business may need to be successful. Supplier Relationship Management (SRM) – this software allows companies to make orders from suppliers handling things such as inventory, scheduling, and cost analysis. Product Lifecycle Management (PLM) – This software allows manufacturers to maintain accurate product information that enables...
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...Project Report Launching the BMW Z3 Roadster Introduction BMW Z3 is the 1st BMW car which is being manufactured in North America, a market which has contributed only 16% to BMW s revenues. At the same time, the American customer has found itself very difficult to relate itself to a foreign brand. Here lies the challenge for BMW and the marketing efforts behind the Z3 campaign are aimed at changing this perception of the American customer and ingrain BMS s brand image in the hearts of Americans. Phase1 which was not a run of the mill marketing campaign created a huge buzz and was deemed a huge success. The campaign revolved around the placement of the BMW Z3 in the James Bond Movie, GOLDENEYE as Bonds new car. Several other non-traditional elements such as being part of the Neiman Marcus Christmas Catalog, product appearance on the Jay Leno show, and launch at Central Park ensured an out-of-the-box prelaunch. The challenge now is to leverage the buzz and design Phase II marketing strategies which will convert the interest generated into revenues for BMW. Strategic Significance of the Launch The launch is especially significant for BMW because the success of the entire U.S. operations of BMW crucially hinged on it. Moreover, BMW hopes to position the BMW brand firmly in American culture and settle into the hearts and minds of the American public through the launch. It was also meant to promote the vehicle as a cultural icon in America. Further, the launch demonstrates that...
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