1. Who’s Hobby House Retail Analysis by Matthew Sullivan

2. Competitors: Scheels Sporting Goods Hobby Lobby

3. Target Market and Positioning I think there are two target markets: Young adults looking for games and hobbies Retired adults with a little more free time for hobbies The positioning here would be an image of: a knowledgeable staff a wide selection of aircraft hobbies, games, and crafts

4. Strategy compared to competitors Who’s Hobby has a unique niche on model aircrafts and similar specific hobbies Who’s Hobby has an incredibly knowledgeable staff with a low turnover-rate, effectively increasing product knowledge Who’s Hobby has a premium downtown location catering to the local populace

5. High customer loyalty (founded in 1950) Premium downtown location Knowledgeable staff Local niche on model aircraft merchandise Competitive Advantages of Who’s Hobby

6. Retail Mix Their merchandise variety is limited but specific Their merchandise assortment is very wide, offering a large number of different items in their categories Their pricing is pretty standard Their location is excellent

7. S.W.O.T. Analysis of Who’s Hobby Strengths Premium location Highly knowledgeable staff Good quality product Weaknesses They don’t really have competitive pricing vs. the internet Their sales and merchandise variety are limited by their small store size Their customer service isn’t consistently friendly

8. S.W.O.T. Analysis of Who’s Hobby ( continued ) OpportunitiesThreats They could move their store to a bigger location or buy next door and combine to create a bigger location It’s entirely conceivable another hobby/model store could open up and provide a more serious threat Existing sporting stores with bigger backing could easily broaden their market to include hobby/model products