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R.O.1ROCKFORD OUTFITTERSMarketing Plan:Marketing StrategyKevin ErneColumbia Southern University
R.O.2Product StrategiesRockford Outfitters sells a number of products with the hunter, fisherman, camper and outdoor enthusiast in mind. For this section of the marketing report we’ll focus on the hunting aspect and highlight the hunting rifle product line.Rockford Outfitters carries 4 major brands of hunting rifle to include Mossberg, Winchester, Remington and Browning with the option to also special order other brands or models. Most of these rifles are bolt-action center fire weapons that come in various calibers with the .30-06 and .308 being the most popular selection for deer season in Wisconsin. The brands names offered, if used correctly, are very reliable rifles with very few complaints. These four major brands selected were picked based upon customer surveys as well as personal experience of the owners, family members and their employees. This use of brand familiarity has worked to their advantage in choosing products to sell to their customer base.Rockford Outfitters offers package deals when selling their rifles that include a scope, sling, carrying case and 12-month warranty. Each carrying case is made of durable plastic and lined with foam that can be cut out and fitted to the customer’s specific rifle and scope. The carrying case also contains the Rockford Outfitters’ logo.Since Rockford Outfitters doesn’t have a gunsmith, they do not offer a service contract. They back their products with a 12-month money back guarantee. After the warranty has expiredand for those customers who have owned their rifles for a while, the customer service departmentcan assist in making arrangements to have their customers’ rifles serviced and repaired at a gunsmith in Eau Claire.Given that this business started off as a local family-owned business and has been established for 40 years, this type of product strategy works well for them. Even though they
R.O.3may charge more for their rifles than their competitors, the customer satisfaction with the rifles purchased and the processes in place has established a loyal customer base that has spanned a couple of generations. I believe the customer loyalty gives Rockford Outfitters a competitive advantage over other businesses in the manner that they will go the extra mile to meet the demands and expectations of each individual who walks through the door.