Total Market Offering

Total Market Offering

Cabela's is the world's foremost outfitter in hunting, fishing, and outdoor gear. (www.cabelas.com) They already have a slight edge on their competition and have to be very particular about which products they promote and sell. Magellan is introducing the eXplorist TH1800, the latest in GPS technology, which possesses features, advantages, and benefits that can match Cabela's needs.

One of Cabela's most important needs (as it is in most companies) is to have a product that is unique enough to separate it from the rest of the competition. Magellan's two-way GPS handheld (eXplorist TH1800) is exactly that. It is the newest technology in GPS products and Cabela's would have an upper hand over the competition by being one of the few places to purchase it. Since customer purchase options would be limited, Cabela's would gain increased customer traffic as well as an increase in market share.

Understanding the outdoor world and the people who explore it is what has kept the Cabela's company flourishing for the past 45 years. Therefore, it is only logical that they need a vendor who understands the market in which Cabela's operates as well as a product that is tailored to their customer's needs and wants. Magellan has focused on the outdoor "Niche" market for a long time and understands what kind of products Cabela's customer base would relate too. (www.magellangps.com) Cabela's would benefit from Magellan's ability to identify with the outdoor, wildlife market because they could trust that Magellan is absolutely capable of delivering a product that fits their customer's needs.

Customers experience different feelings during the process of buying a product. In the post-purchase part of the process they like to have a feeling of assurance that if they do not understand an aspect of the purchased product there will be somebody they can call to get advice. Cabela's sales people need to be trained in the products they are selling in case a situation of confusion with the recently purchased product occurs. Magellan is one of the industry leaders in providing training programs for their products. Magellan will send their representatives to Cabela's and give hands on training to the sales staff along with easy to follow reference material. This will give Cabela's reassurance that they are knowledgeable about the products they are selling and correctly serving their customers, thus ultimately driving an increase in customer loyalty.

Any time people are in the outdoors (whether it is hunting, fishing, hiking, etc.) they like to be able to talk with their group or partner, or at least know where they are.

Cabela's customers are in need of a product that will allow them to verbally and visually communicate with each other while exploring the outdoors. The eXplorist TH1800 has a touch screen with text message capabilities. This allows for the outdoors men to communicate quietly with one another. This feature would work exceptionally well for deer hunters. They could communicate

...