Week 4 Assignment

Week 4 Assignment

Introduction

Cabela Outfitters

The company, Cabela Outfitters, is a specialty retailer and direct marketer of fishing, hunting, camping and other relevant outdoor recreation merchandise. The company is headquartered in Sidney, Nebraska and has "Outdoor Adventures" (hunting and fishing trips), "Trophy Properties LLC (a real estate market), World's Foremost Bank (the issuer of Cabela's Club Visa credit cards), and the "Gun Library" (for buying and selling new and used firearms). The company's operations as direct marketing retailer have been one of the biggest in the United States. In the year 1961, Cabela Outfitters was founded by Richard N. Cabela, and during the year 2004, it went public, along with the revenues of the fiscal year amounting to $1.56 billion and the growth reaching up to 50% since 2001. The mail-order catalogs of Cabela are shipped to 120 countries and 50 states and, during the first year of Cabela as a public company, approximately over 120 million catalogs were mailed (Cabelas, 2011).

Cabelas Outfitters has created and directed numerous television series, known as the Cabela's Memories in the Field and the Cabela's Outfitter Journal. They are broadcasted on The Outdoor Channel, Wild TV and are also available for the consumers to download at MoboVivo. Besides this, there are various video games that have been produced by the Cabela's for several video game platforms. These include the Cabela's Dangerous Hunts 1 & 2, Cabela's Big Game Hunts, Cabela's Outdoor Adventures, Cabela's African Safari and many more. These games contain the lifelike hunting features and experiences. The company also produces the hunting, shooting, boating, camping, footwear, clothing and other products.

Strategic Plan

The following section provides a strategic plan for the implementation at the Cabela's Outfitters:

Objectives

Cabelas Outfitters is the foremost outfitter globally and aims upon delivering the premier outdoor equipment and clothing to it consumers for throughout its existence. The company works with the objectives of generating robust sales due to aggressive online marketing and catalog mailings every year. Cabelas Outfitters also operate with the intention to expand their retail locations across the United States and entire world. Due to its strong online presence, the company has the objectives to promote it offline stores and drive traffic to the store locations.

Functional Tactics

The functional tactics of the Cabela's Outfitters include the performance and operational implemented strategy which integrates the offline and online marketing efforts made by the company. The concept of paid search is used by the search specialists in order to push the online traffic into the retail stores of the Cabela's when the major holiday sales event is at the peak. The brand of the Cabela Outfitters is managed and maintained by the online promotional campaigns that are built by the specialists for every location and store and is concentrated on the primary keywords for the holiday event, Cabela's brand, and the mixture of both, which is presented as “Cabela's Holiday Event" and others (Cabelas, 2012). The geo-targeted strategies of The Company have been initiated and implemented for the stores on different locations ...