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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

Introduction to Cabela’s

#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

Introduction cont.

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

SWOT Analysis

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

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

SWOT Cont.

Online

User-friendly website cabelas.com Shopping cart Eliminates destination shopping Delivery options

Offline Indoor landscape Personal shopping experience Mail-catalog

Sales Strategy

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

Competitors

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

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

Competitors cont.

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

Industry Analysis

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

Short-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

Long-term Recommendations

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

Conclusion