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Catfish Creek

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Case Study Assignment: Catfish Creek Canoe Company October 2015

Question 1 – Catfish’s Target Market Profile

• Davidson is relying on scooping up “thousands of prospective clients” pulled from the Internet alone
• There could be countless potential clients responding to the “Buyers Markets” section of the most popular canoeing magazines
• He wants to sell to “professionals with above-average income” but he doesn’t specify which professionals and what constitutes a high income
• Davidson is very vague with respect to his target market and assumes he’ll have clients from online and print sources
• He did not include an estimate of the size of his market segment
• He has not narrowed his target into a segment of potential clients, who, for example, could be: o Males 50 – 75 o Cottagers o Retired o Hobby Fishers o Remote Camp Owners o Gun and Bow Hunters o Living in the Muskokas

Question 2 – Adequate Research?

• Not only has Davidson underestimated his competition, he has relied on Statistics Canada information almost exclusively
• He has also made some awkward assumptions that I think would be fatal: o After his “sticker shock” episode, he assumed he could sell his “handcrafted” canoes at a premium without first understanding whether specific market prospects existed or could be tapped into o He assumed that he could build canoes “relatively easy” since he had completed three in the last ten years and sold for a “marginal profit” o He had also assumed that he could handle a grueling 7-day a week production schedule for the next 2-3 years o Finally, he assumed that “it would be difficult to find a Canadian who had not owned, ridden in or admired a cedar canoe”.

Question 3 – Adequate Research on the Competition?

• Davidson relies on a price list of direct competitors and I think he ignored the remaining competitors as he’s

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