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R.O.1ROCKFORD OUTFITTERSMarketing Plan:Company Overview and Market ResearchKevin ErneColumbia Southern University
R.O.2Overview of CompanyEstablished in 1975 by Mr. James Garner, Rockford Outfitters is a sporting goods store headquartered in Madison, Wisconsin that caters primarily to the outdoorsman and hunting enthusiast market areas. The outdoorsman category targets those individuals who enjoy camping, hiking, biking, rappelling, canoeing and a variety of other categories associated with the outdoors experience. Rockford Outfitters also caters to the hunter and fisherman by providing a variety of firearms, fishing gear and other items used to bring out the excitement of whatever type of game the individual is pursuing. Rockford Outfitters started off as a small hometown store that catered to the local community’s large hunting and fishing population. Word quickly spread throughout the county and into neighboring counties which drew more customers and increased demand. Recognizing the need to accommodate more customers, the decision was made to open two more stores in neighboring counties with the potential to expand into bordering states if the demand was there. In 1990 Rockford Outfitters expanded their company into Minnesota and Michigan and are currently surveying locations in Iowa, Illinois, Indiana and Ohio. Rockford Outfitters’ mission statement is “Outfitting America for the great outdoors” with a vision to be the first name that comes to mind when someone is looking for the gear and equipment for their particular sport or pastime. Rockford Outfitters takes pride in showcasing their products through the eyes of their employees. The business started off as a family-owned store operated by five family members but has now grown into an operation consisting of eight stores employing more than 200 people. Rockford Outfitters encourages their employees to test the products that they promote in order togive the customer a true recommendation based upon personal experience.
R.O.3Market Research StrategiesThere are a multitude of marketing research methods a company can use when conducting their research through observations, focus groups, surveys, behavioral data and experiments or a combination thereof (Kotler & Keller, 2012, p 101). Given Rockford Outfitters