Andrea BehamAvery CallonTory Dawson

Taylor MalloyZach Smith

Bass Pro Shops History

Founded in Missouri in the year 1972by John L. Morris

Archery

Fishing

Hunting

Boating

ATVs/UTVs

Casual Apparel

Camping

Product Lines

NEW

“To be the leading merchant of outdoorrecreational products inspiring peopleto love, enjoy, and conserve the great

outdoors.”

Mission Statement

Lower than competitors pricing but great quality Entry level products  

Will be sold at all of our locations no matter the geography, online and in catalogs

Promoting across several media vehicles

Marketing Considerations

Men ages 10-65, then womenContinue to target loyal customers but also

target new consumersInterest in extreme sports and enjoy the outdoors

Geographically: north and south central regions - good climate

Ideal= gregarious, outdoorsy, adventure seeking, and impulsive

Psychographic segmentation- target by interests, activities and opinions

Action oriented- Experiencers that are young, enthusiastic

Target Market/Target Location 

HealthIdea of vacationAdrenaline

Benefits

Packaging/Store Layout 

Cabela’s

REI

Academy

Bike World

Competition

Magazine Ads

In-store advertising

Billboards

Event Sponsorship

"On the Edge“

Catalog

Internet

Direct Mail Coupons 

Media Strategy

Magazine Ads

In-store advertising

Billboards

Event Sponsorship

"On the Edge“

Catalog

Internet

Direct Mail Coupons 

Media Strategy

 

 

 

 

Magazine Ads

In-store advertising

Billboards

Event Sponsorship

"On the Edge“

Catalog

Internet

Direct Mail Coupons 

Media Strategy

Budget

Strengths

• Known as a leading outdoor retailer

• Stores across the nation

• Unique store experience

Weaknesses

• Limited to US and Canada

• Geography / Climate

Opportunities

• Extend target market• Enhance store

experience• Continue image of

“one-stop” shop

Threats

• Not known for extreme goods

• Perceived risk of sport

SWOT Analysis

Questions??

BREAKING NEWS