By: Wayne Gilbert Sec 006 3/20/2014

Cabela’s Cabela’s is the Worlds Foremost Outfitter of all of your outdoor sporting needs including hunting, fishing, camping, and shooting equipment.

Mission Statement "We passionately serve people who enjoy the outdoor lifestyle by delivering innovation, quality, and value in our products and services.“

History Started by Dick Cabela and his wife Mary in He put a classified ad in a Wyoming newspaper to sell 12 hand tied fishing flies for $1. Eventually expanded from advertisements to the Cabela’s Catalog. Jim Cabela joined the company in 1963 First catalog in First Cabela’s retail store opened 1987 in Kearney, Nebraska. started in June 25, 2004 debut on NYSE.

Key Personnel James Cabela- Co-founder, Chairman of the Board Thomas Millner- CEO Charles Baldwin- Executive VP, CAO Ralph Castner- Exectutive VP, CFO

Subsidiaries Cabela’s Catalog- nearly 100 different issues a year to over 125 countries. Cabelas.com Inc.- started in 1998 and offers over 225,000 products. Cabela’s Outdoor Adventures Inc. Worlds Foremost Bank- Chartered in 2001 to provide support for Cabela’s Visa card holders.

Cabela’s Brand Considered the strongest outdoor brand in the industry. High quality, long lasting products. Consumer Trust

Products and Brands Cabela’s offers over 225,000 different outdoor sporting and recreation products through their website and catalogs. They sell a wide variety of products from many popular brands.

Cabela’s Stores Cabela’s first store opened in 1987 in Kearney, Nebraska. Stores range in size from 35,000 sq. ft. up to 247,000 sq. ft. with 52 locations nationwide. 4.4 million visitors per store in 2013.

Store Map

Competitors There are many outdoor sporting retailors that Cabela’s must compete with. Some sell a wider range of sporting products than Cabela’s.

Competitor Locations Dicks Sporting GoodsGander Mountain Bass Pro Shops

Store Map

SWOT Analysis Strengths: - Loyal customer base - Brand Equity - Management Weakness: - Small number of retail locations. - Seasonal business - Rising operating cost Opportunities: - Internet and e-commerce sales growth. - New and innovative products. - New store locations. Threats: - Growing outdoor retail competitors. - Economy - Gun and animal activist.

2013 Financial Information Sales Revenue: $3.2 billion 16% growth from 2012 Net Income: $224.4 million June 25, 2004 IPO Price: $20.00 Current Stock Price: $ week low/high: $ $72.54 Shares Outstanding: 70.6M Market Cap: $4.9 billion P/E Ratio: EPS: $3.18

Raison d’etre “Cabela’s is in business to offer high quality outdoor products at competitive prices while still providing superior customer service.” Providing the best customer service in the industries is one of the core values of Cabela’s. Even after 50 years they still consider themselves to be a leader in customer service.

Social Responsibility Cabela’s partners with many other conservation groups throughout the nation to help preserve and rehabilitate ecosystems across America. Also Cabela’s does not buy any materials from suppliers that contain conflict minerals due to the lives being lost throughout Africa because of the violence these natural treasures bring.

Future Keeping with the founders tradition of putting the customer first and offering the highest quality product in the industry, Cabela’s revenues will continue to rise for years to come.

"We passionately serve people who enjoy the outdoor lifestyle by delivering innovation, quality, and value in our products and services.“