Bass Pro Shops

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Prepare a S.W.O.T. analysis for Bass Pro Shops. What types of strategies do you recommend based on your analysis? Strengths (company’s internal factors from resources and capabilities)- Bass Pro Shops have a competitive advantage, which in the text is defined as “a firm has a marketing mix that the target market sees as better than a competitor’s mix” (Perreault et al, 2011 p. 47). The way that Bass Pro Shops has this competitive advantage is that its stores have become a tourist attraction making customers want to go into their stores to experience the unique environment that incorporates attractions and learning opportunities. In addition, Bass Pro Shops have gained recognition for their outstanding customer service. The people that they employ have been trained and have the expertise in the departments that they are assigned to. Bass Pro Shops is different from other competitors because it offers educational workshops on hobbies and sporting activities. Additionally, Bass Pro Shops are much larger than traditional outdoor outfitters, which allow them to offer a broader range of inventory and merchandise. By allowing the customer to use an indoor fishing pond or the shooting range to try out certain products before making a decision, Bass Pro Shops can eliminate the tension called dissonance that many shoppers feel after making a purchase (p.164). Weaknesses (company’s resources and capabilities)- Bass Pro Shop could face weaknesses if they are unable to hire the experienced people with the great customer service that they require. Sometimes it could be hard to find both qualities in a person. If they are unable to locate customer service representatives with the high level of experience they desire, they could overcome this problem through a structured training program. The other problem they could face is high prices. Because they are a higher quality store with a larger and higher-paid staff, their prices are obviously going to be higher than other similar...
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