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

Instructions

Student presentations must have a faculty sponsor.

Abstracts must include a title and a description of the research, scholarship, or creative work. The description should be 150-225 words in length and constructed in a format or style appropriate for the presenter’s discipline.

The following points should be addressed within the selected format or style for the abstract:

A clear statement of the problem or question you pursued, or the scholarly goal or creative theme achieved in your work.
A brief comment about the significance or uniqueness of the work.
A clear description of the methods used to achieve the purpose or goals for the work.
A statement of the conclusions, results, outcomes, or recommendations, or if the work is still in progress, the results you expect to report at the event.

Presenter photographs should be head and shoulder shots comparable to passport photos.

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:

Jun Wang
Kim Instenes
John Kirk
Nora Nickels
Andrew Pustina
James Ripley

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