Velocity Consulting - Johnson Outdoors Distribution and Pricing Analysis — Presentation Detail — Celebration of Scholars

Additional Information

More information is available at carthage.edu/celebration-scholars/. The following are members of the Research, Scholarship, and Creativity Committee who are eager to listen to ideas and answer questions:

Thomas Carr
Katherin Hilson
Kim Instenes
John Kirk
Sarah Terrill

Velocity Consulting - Johnson Outdoors Distribution and Pricing Analysis

Name: Ryan Grotegut
Major: Finance and Marketing
Hometown: Newton, WI
Faculty Sponsor: Joseph Shields
Other Sponsors: Colleen O'Brien, Joe Wall
Type of research: Independent research

Name: Stephanie Zimmerman
Major: Broad Field Social Science
Hometown: Grayslake, IL
Faculty Sponsor: Joseph Shields
Other Sponsors: Colleen O'Brien, Joe Wall
Type of research: Independent research

Abstract

At the request of a senior member of Johnson Outdoors Inc., Velocity Consulting was hired to create a distribution and pricing study focused on the watercraft industry in 15 "Big Box" sporting good stores. The data was gathered via primary and secondary data sources, utilizing online, telephone, and in-person data collection.

Utilizing a shared master spreadsheet, the team collectively assembled the data. Extensive analysis involving numerous plot charts, functions, histograms, and GIS mapping was performed. Through this analysis, complex patterns and key outlier data manifested and actionable recommendations were created.

A 105 page product distribution and pricing report was presented to the executive board of Johnson Outdoors Inc including Helen Johnson (CEO). Top line conclusions from the study included:

-Johnson Outdoors dominates the retail presence in the canoe category
-Johnson Outdoors struggles in the Sit-on kayak category
-Ohio, Texas, Michigan, Pennsylvania, and New York account for 28% of all campers and hikers in the USA

Poster file

Submit date: March 17, 2014, 6:43 p.m.