Sport ChaletAlix Laub

CEO

Yes, we are… A publically traded sporting good store

Located in California, Nevada, Arizona and Utah

The #1 SCUBA retailer in the United States

Serious sports enthusiasts

Professional athletes

Just like our passionate customers.

But really we are…

The newest and best sporting equipment

Over 50 Services Tune-ups, repairs, and installations

Sports Chalet guided mountain adventures

In-Store SCUBA certifications

Unique customer experience Try before you buy

Expert advice

We offer…

Life Cycleintro growth maturity decline growth

1959 1960 - 2007 2007 2008-2009 2010 ---->

S.W.O.T ANALYISInternal Weaknesses Negative income Lowest market

share High costs, low

revenue Weak online

presence Low number of

stores

External Threats Intense competition Economy New entrants High number of

substitutes Price wars

StrengthsBest and newest products, firstYear round sales50% of sales come from online#1 SCUBA retailer in the U.S.Unique customer experience

Opportunities Enter new markets Younger

demographic Increase online presence Social Media, online

promos Increase R&D Products and trends Become eco-friendly Increase brand

equity Build distribution centers As internet sales

grow

Industry Competitors Dick’s Sporting Goods BIG 5 Cabela’s REI

Competition

Other Competitors Wal-Mart, Target,

ect. Internet retailers Suppliers