Scheels Vs Dicks Case Study

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For years Scheels has had no competition in the Sioux Falls area allowing them to raise their prices without any consequences. But Once Dicks moved into the mall Scheels has had to completely change their game plan. Instead of fighting dicks by dropping there prices they added to their store adding a golf simulator ferris wheel and restraint and archery range. Still even with these additions there are tons of similarities between scheels and Dicks. Both carry sports and hunting goods, both have a target crowd of anywhere from 14 - 60, and both have prices for the middle and upper class. The few differences include their location, size, total number of locations and there sports team apparel. Other than their names Scheels and Dicks are practically the exact same stores. Both Stores carry sports, hunting and fishing products got for the majority of their profits. Another of their similarities are there prices both stores raise the prices of their goods at a constant rate with each other not very often can you go from one store to to the other and find the same product for a better deal. Then there is there target crowd …show more content…

Second is the locations, both are in great locations but bring in different crowds. Scheels is located in the center of 41st street attracting traffic people from all directions and drawing in a lot of street traffic. Dicks has more of a secluded location being in the back of the mall but is able to draw in people who are already at the mall for shopping or just there to look. Finally is there variety with the extra floor space scheels has the ability to hold a lot more colors and styles including Mode blue which are nice closth that dicks done

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