By: Richard “JD” DeLoach

Table of Contents History……………………………………………………………………………….2 Locations…………………………………………………………………………….2 Subsidiaries……………………………………………………………………….....3 Financial……………………………………………………………………………..4 Annual Reports……………………………………………………………………...5 Key Personal…………………………………………………………………....…...5 Recent News ………………………………………………………………………...6 Category and Competition…………………………………………………………6 Products……………………………………………………………………………..8 Brand Anaysis………………………………………………………………………9 Consumer Profile…………………………………………………………………..11 Advertising/Marketing Communications…………………………………...........11 Media and Promotions…………………………………………………………….12 Internet and New Media…………………………………………………………..12 Pertinent Information………………………………………………………...…...14 Brand Value………………………………………………………………………..14 Brand Exploratory……………………………………………………………...…14

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CompanyHistory:

Cabela’s, the World’s Foremost Outfitter of hunting, fishing, and outdoor gear, was born from a man in 1961 named Dick Cabela. He came up with an idea to sell fishing flies he purchased in shows in Chicago. While he was in heading home, he stopped in Wyoming and saw a flier that said, “12 hand-tied flies for $1.” Dick saw this and thought that he could do something like that. So he created his own plan that was cheaper. He made his offer for 25 cents for 5 and the orders came flying in from all over the country. After Dick and his wife saw this success, they decided to add to their product line. By 1964, they took their business from their kitchen table to a basement of his father’s furniture store. In 1969, they were operating out of a 50,000 square-foot John Deere building in Nebraska.

The foundation of the company is its world famous catalog business. Every year they produce about 100 different catalogs. They also have specialty books focusing on archery, fly-fishing, and boating. Cabela’s produces a master spring and fall catalogs which are their biggest ones. They ship these to all 50 states and 125 countries.

Locations:

Today Cabela’s main world headquarters is in Sidney, Nebraska and is over 250,000 square feet.

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Subsidiaries:

Cabela’s has a few subsidiaries. Cabela’s Wholesale Inc. is one of them. Cabela’s also does business with Worlds Foremost Bank that is also located in Lincoln Nebraska that gets over $40,000,000 in revenue. Cabela’s also has a location in Canada called Cabela’s Retail Canada Inc. that brings in over $24,000,000 in revenue.

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Financial Data:

1 http://www.mergentonline.com.libproxy.utdallas.edu/documents.php?compnumber=108991

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Annual report:

Key Personal:

Thomas L Milner – President James W Cabela – Chairman of the Board Chuck Carstenf – Chief Operating Officer Michael Copeland – Chief Operating Officer Ralph W Castner – Chief Financial Officer Curtis Lund – Senior Corporate Officer Charles Baldwin – Chief Administrator

Cabela’s has 16400 employees total.

2 http://www.mergentonline.com.libproxy.utdallas.edu/companydetail.php?compnumber=108991

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Recent News:

Christmas Sales started. Free shipping with a minimum $49 purchase through 12/17/14. Use promotion code: 4jolly.

December 12: Cabela’s scheduled to open up 2nd Utah store in 2016. It will be a 72,000 square-foot store. They are also constructing a new 600,000 square-foot store in Tooele that is expected to be open in summer 2015.

December 2: Cyber Monday online sales jumped 8.5 % over last year’s cyber Monday sale.

Category and CompetitionCategory:

Cabela’s is part of the outdoor sporting goods world. They are a retailor of hunting, fishing, and outdoor gear. They provide their products through retail stores, websites, and catalog mailing. Cabela’s also through their subsidiary. Worlds Foremost Bank, issues and manages the Cabela’s CLUB Visa credit card, a reward based program. Cabela’s also has its own brand and makes a vast amount of products such as, hunting, fishing, marine use, camping, causal and outdoor apparel, footwear, optics, vehicle accessories, gifts and home furnishings.

Size:

The size of this industry is huge. The sporting goods industry is global and there are many competitors.

Methods of Distribution:

Cabela’s provide their products through retail stores, websites, and their catalog. Being the number 5 ecommerce checkout sites, Cabela’s does a lot of business online. Being that there aren’t many locations like a Walmart, people have to order online. 3

3 http://baymard.com/checkout-usability/benchmark/top-100

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Major Players:

There are many major players in this category of the sporting good world. Cabela’s has put together some great brand partnerships. Ranger is the Official Boat of Cabela’s. Some other brands that have partnered with Cabela’s are, Pepsi, Geico, Chevrolet, Cenex, and Kampgrounds of America.

Seasonal Factors:

Cabela’s is always doing seasonal promotions with holidays. For Black Friday they had many of their products on sale and for Christmas they are doing free shipping if you order over $50. Father’s day is always a big day when they sell a lot of gift cards. Hunting season is a big season for Cabela’s. All the hunters will come here or order all their hunting supplies, guns, ammo, optics, and anything else needed for the big hunt.

Regional Factors:

There are not many regional factors for this industry. Having there are not as many locations as an academy makes the Cabela’s stores very valuable and a tourist attraction as well. People will travel a great distant to come to a Cabela’s.

Legal Considerations:

N/A

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ProductsProducts:

Cabela’s also has its own brand and makes a vast amount of products such as, hunting, fishing, marine use, camping, causal and outdoor apparel, footwear, optics, vehicle accessories, gifts and home furnishings.

Benefits and Appeals of new Products:

The benefits of using the Cabela’s brand is that you can’t find it anywhere else in the world besides Cabela’s. It is a very unique brand. You can go to Academy and find some of the same products but you cannot find a Cabela’s brand.

Innovations:

Cabela’s continues to be great innovations. They now have hunting and fishing seminars you can attend. These seminars are usually about an hour long and you learn the basics of the trade. It gives opportunities to people who wouldn’t get the chance to grow up learning the skills to learn the skills in their free classes.

Cabela’s also has the Cabela’s visa CLUB credit card. This is a rewards system that earns you Cabela’s points to spend in the store. If you use the card to go get $50 worth of gas, you get 50 cents in points, which can add up very fast.

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Competitors:

There are many competitors of Cabela’s. Bass Pro Shops, Gander Mountain, Academy, Dick’s Sporting Goods are all major competitors

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Brand Analysis for your BrandThe chart above shows the revenue for their top competitors. Cabela’s gets $3,599,577,000 in revenue in the past year. In Texas, Cabela’s only has 5 locations as of now, which means that there are a lot of competitors with smaller retail stores. This in a way gives the smaller stores an advantage in regions.

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This peer group comparison shows that Cabela’s still has one of the highest prices per share for the sporting goods industry. As of lately the price has been in a hold and going down.

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Consumer Profile

The demographics for Cabela’s is very unique. The normal people who shop with Cabela’s are very outdoor-natured people. They love to hunt, fish and do activities outside. The normal age for customers is between 35-54. It is a big range but millions of people use Cabela’s as their outfitter. Cabela’s has found out that over 80% of their customers return. Their brand loyalty is a big advantage it has over its competitors. The customers always have a great experience shopping with Cabela’s. 75% of the time it is males shopping at the retail stores. The average family income for shopping is $70,000. Purchases are usually made every 3 months 50% of the time.

Advertising/Marketing CommunicationsCabela’s has taken the brand, World’s Foremost Outfitter. It has taken the premier title to be the best. There catalogs is was drives the business of Cabela’s. They print over 100 copies a year. These are sent out all over the United States and sells millions and millions of merchandise every year.

Cabela’s has a bargain cave they have in their retail stores which is cheaper last year products that is appealing to people looking for a good deal. Cabela’s also have restaurants inside of their stores because it is so big it can attract more people and a fudge factory.

Their promise is that you will never have another experience like you will at Cabela’s with somewhere else.

In December they are doing a 25% off of Under Armour clothing.

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Media and PromotionsCabela’s will sponsor bit time hunters and give them gear to hunt with to show off the brand. Channels like the Outdoor Channel would have advertisements of Cabela’s on commercials. On twitter Cabela’s encourages hunters to post their deer or game they have caught and tag them in it on social media.

Internet and New MediaWebsite: www.cabelas.com

Ecommerce Activities:

Cabela’s has always had a very successful e-commerce. Their e-commerce was ranked number 5, in the top 100. They sell over hundreds of millions of dollars online every year. 956.8 million dollars was collected online by Cabela’s in 2013.

The way Cabela’s has their website setup makes it easier for customers to browse their website with fewer steps and simpler.

Social Media: @Cabelas

Their twitter account has over 257 thousand follows. Their social media does an outstanding job of keeping everything up to date. Their social media shows all of their promotions, interacts with follows and uses the hashtag #ItsInMyNature.

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Pertinent Information 70% of internet sales linked directly to catalogs I am part of the Cabela’s Visa CLUB credit card Cabela’s also make video games that are hunting games for the Xbox 360 and

PlayStation 3 In 2006 Cabela’s website was ranked #1 in the outdoor retailer industry and the company

was named Company of the Year in Sporting Classics magazine’s prestigious Awards of Excellence.

Brand ValueCabela’s brand value has been dropping lately. In the last 12 months their stock price has dropped 17.4%. In the past month it has risen 8%. The historical performance indicates it should lead to below average price performance in one to three months. These projections are from 3 factors, earnings strength, relative valuation, and recent price movement.

Brand Exploratory

A. My qualitative research method was to interview an employee at Cabela’s in Allen. I talked to one of their floor managers and he couldn’t stop talking about how awesome it is to work for a company like this. He says they are very well known, and their reputation is outstanding and their customers keep coming back. He says the reason someone would choose Cabela’s over a Bass Pro Shops is the diversification of how many products they have and the experience to shop with Cabela’s. The next research I did was conduct 4 more personal surveys at our university to see how well known Cabela’s is. The 4 people I interviewed have all heard of Cabela’s. Surprisingly to me 2 of them have never even been but plan on going to see all the cool animals that are there on the walls. I asked them to choose between going a Cabela’s and a Bass Pro Shops and 2 said Cabela’s and the other said Bass Pro Shops. The 4 interviewees did not know many differences between the two stores expect Cabela’s was closer.

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B. I think Cabela’s does the best job on their website and their catalog. I don’t see enough advertisements on T.V. I don’t think enough people know what makes Cabela’s different than other stores like Bass Pro Shops. I think people who already shop at Cabela’s are their main customers. I think they need to reach out to more types of people to bring them in the store.

A lot of people would say to build more stores, I do not think that will help. Having fewer stores makes the uniqueness of Cabela’s and makes it an attraction.

I would not change the promotions. Their seasonal and hunting season promotions are on point and should not be changed.

As long as they get more people to recognize their brand, know what the differences are, I think they will be more successful. The advertisements and promotions can do this and create an addition target market they did not have before. This could take Cabela’s to the next level and become an even more dominating brand.

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