Bass pro and Me Bass Pro Shop Case Study PDF

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Bass Pro Case study on targeting strategy. Two pages used for class to show we could use formatting and answer questions properly....

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Bass Pro Shops Case Study MARCH 31, 2019 ~ CHRISTIEDEPOY9518 Define Bass Pro Shop’s targeting strategy. Does the chain provide a truly differentiated experience? Bass Pro Shops targeting strategy is demographic segmentation because most of the market is based on males as well as those who like outdoorsy things like hunting, fishing, and outdoor merchandise. Although they try to market to women and children by offering other things that they might enjoy as much, Bass Pro mostly targets men. They also use psychographic segmentation because they direct their market more toward the “country boy” boy lifestyle. They offer camouflage apparel for everyday wear not just for hunting or fishing. They also target those who hate to shop by offering other things besides shopping. The Bass Pro chain provides a truly differentiated experience because it combines outdoorsy type hobby gear such as hunting and fishing equipment as well as museum/aquarium like displays, bowling, dining, and a hotel. This allows them to offer something for everyone, even those who are not big hunting and fishing enthusiasts. (Bass Pro Shops, 2006-2019) (Kotler & Armstrong, 2018, pp. 396-397) Describe how Bass Pro Shops became the nation’s leading outdoor retailer based on the retail marketing mix. Bass Pro Shops offer a large selection of products by carrying leading national brands and store brands. With more options to choose from, customers don’t have to travel from store to store in search of what they are looking for. They go to Bass Pro knowing that they will be able to find the products they need. Since Bass Pro manufactures and sells direct, they pass on the savings to their customers and they beat any competitors price. This gives customers the best deals out there when it comes to product and price. hey wil Even though most Bass Pro Shops are kind of out of the way with their somewhat remote locations, people are still willing to drive several minutes to hours to get there. They know the value they are getting when they go to Bass Pro and say that it is worth it. When people find something they really like, they will usually go out of their way to get it. Bass Pro offers an engaging customer experience which some would say that it is the “Walt Disney World” of sporting goods. They offer special events such as Family Summer Camp, Professional Bull Riders Event Fall Hunting Classic and Halloween Bass Pro Style. (Bass Pro Shops, 2006-2019) (Kotler & Armstrong, 2018, pp. 396-397) In terms of the major types of retailers, how would you classify Bass Pro Shops? I would classify Bass Pro Shops as a Superstore or a Category Killer. They offer a large assortment in the line of Outdoor retail such as hunting, fishing, camping, apparel, home décor, cooking, and more. Having other options besides shopping is really just the “cherry on top”. Bass Pro could also be classified as Omni-channel retailing because they offer in store, online, and mobile app purchasing. With most people these days doing most of their shopping online and even more via their cellphone, to keep up with consumer’s demands it is smart for Bass Pro to offer so many purchase

options to keep their sales numbers high. (Bass Pro Shops, 2006-2019) (Kotler & Armstrong, 2018, pp. 396-397) Why is Bass Pro Shops succeeding while Cabela’s is floundering? Cabela’s is floundering because of decline in sales as with a lot of stores around the country lately. As stated on Fortune.com, Cabela’s first announced it was considering a sale in November 2015 after a 21% decline in stock price over the course of the year and an attempt to restructure to reduce expenses. (Detrick, 2017) According to Forbes.com, Cabela’s has struggled in recent times and saw sales at its existing stores fall 1.3% in the first half of 2016. The company attributed this to a decrease in demand for its clothing and footwear. (Debter, 2016) People now days order online and avoid going to the actual stores if they don’t have to. With Bass Pro Shops, people like going to the store because of all of the other things there are to do. It is more of a “one stop shop” for shopping, entertainment, dining, and in some locations even an over night getaway. (Kotler & Armstrong, 2018, pp. 396-397) Was it a good idea for Bass Pro Shops to acquire Cabela’s in 2017? Explain and use at least 2 outside credible news sources to support your opinion. eused1 While I think it’s sad that so many businesses these days are being sold out or going out of business because of low sales due to online purchases, I am glad that Bass Pro is trying to save Cabela’s instead of it going out completely. Maybe merge will provide even better services and offer more top of the line product selections than both had individually. As the saying goes “Two are better than one, because they have a good return for their labor” Ecclesiastes 4:9-6:12 A According to a Springfield News-Leader news article “We are excited to unite these iconic American brands to better serve our loyal customers and fellow outdoor enthusiasts,” said conservationist and Bass Pro Shops founder and CEO Johnny Morris. “As we move forward, we are committed to retaining everything customers love about both Bass Pro Shops and Cabela’s by creating a ‘best-of-the-best’ experience that includes the superior products, outstanding customer service and exceptional value our customers have come to expect. We’re also deeply motivated by the potential to significantly advance key conservation initiatives.” (Johnson, 2017) As stated in the Omaha World Herald, “We look forward to growing and celebrating conservation as we work to provide our combined customer base with enhanced product offerings, unique outdoor experiences and unrivaled services,” Johnny Morris, founder and chief executive of Bass Pro Shops, said in a prepared statement Monday. (Yowell, 2017) With this major merge, I think as long as people love the outdoors, things can only get better and business will continue to profit from the merge. Hunting has been a major part of our culture from the beginning of time and it will continue as long as stores like Bass Pro Shops continue to provide excellent customer service and outstanding products. Share this:...