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R.O.1ROCKFORD OUTFITTERSMarketing Plan:Situation AnalysisKevin ErneColumbia Southern University
R.O.2Segmentation & Target Market AnalysisMarket segmentation takes into consideration a number of things to include geographic, demographic, behavioral and psychographic information to determine what market a company wants to target that will give them the best return on investment. In this case Rockford Outfittersbroke down the above criteria in the following synopsis:Geographic information for Rockford Outfitters is an easy area to cover. When this company started off they focused on the outdoor sportsman that lived in the central Wisconsin area and have branched out and remained in the north-central area of the United States to includeMinnesota, Michigan and future stores in Iowa, Illinois, Indiana and Ohio. However, since the introduction of the internet, they have taken their products online and cater to the growing number of people who prefer to order online which has the potential to take Rockford Outfitters to not only the national level but into the international markets, as well.The demographic segmentation focuses on the personal variables of the consumer such asage, family life cycle, family size, gender, income, education, religion, race, generation, social class and nationality, just to name a few (Kotler & Keller, 2012, p 216). The primary focus of Rockford Outfitters, when first established, were the men and women who enjoy hunting and fishing but has grown to include other areas of interest. For the sake of this report we’ll focus primarily on the hunting and fishing demographics. According to the 2011 report conducted by the U.S. Fish & Wildlife Service, there are 13.7 million total hunters of which 1.5 million are women. Of the 13.7 million, 12.9 million were white, 5 million were high school graduates and 3.5 million had 1 to 3 years of college. The largest age group that hunted were in the 45 to 54 year age group with 3.1 million followed by 2.4 million in the 35 to 44 age group (U.S. Fish and Wildlife Service, 2012, pp. 29-31). The same report states there are a total of 33.1 million
R.O.3anglers (8.9 million women) with the vast majority being white (non-Hispanic) at 28.6 million and following in line with the hunter demographics, 10.5 million only have a high school education with another 8.5 million having 1 to 3 years of college. The age breakdown was similar to hunting as well with the largest group consisting of 7.4 million in the 45 to 54 year agegroup followed by 6.1 million in the 25 to 34 year age group (U.S. Fish and Wildlife Service, 2012, pp. 15-17). Behavioral segmentation divides consumers based upon their knowledge of, attitude toward, use of or response to a product (Kotler & Keller, 2012, p 227). In this area Rockford Outfitters’ consumer base ranges from the novice to expert angler and hunter. Most of the products sold have a specific purpose and have stronger sales during particular times of the year.