By Gina Cloepfil, Ryan Fricke, Logan Malloy

Background With his grandmothers $300, Dick Stack opened a modest bait and tackle shop in Binghamton, New York. By 1958, at the urging of his loyal customers, he expanded his product line to include much of what youll find at Dicks Sporting Goods today.

How bout now? As of February 2, 2008, the Company operated 340 Dick's Sporting Goods stores in 36 states primarily throughout the eastern half of the U.S. The Company also owns Golf Galaxy, a multi-channel golf specialty retailer, with 79 stores in 29 states. Dicks also runs ecommerce websites and catalog operations and Chick's Sporting Goods which operates 15 specialty sporting goods stores in Southern California. Estimated to earn $121 million diluted shares outstanding in 2008.

In the store… Dicks offer a deep assortment of sporting goods and apparel for baseball, football, hunting, golf, fishing and more. The Pro ShopFootwearFitness ApparelBikesThe Lodge

Outside the store… Commercials & Campaigns : Tailor madeTailor made, Lance Armstrong,Lance Armstrong Fan Friday Sponsorship: This year through its Community Youth Sports Program, Dick's will donate more than 50,000 coach's equipment kits to youth baseball, football, soccer, basketball, lacrosse and hockey organizations across select markets – reaching over 1,000,000 kids.

Strengths Scorecards reward program Customer Service Store layout Located in malls and free- standing sites. Online Shopping Bill me Later Program Advertising Quality Brands

Weaknesses Only in 36 states –Only 1 location in Oregon (Washington Square) Non competitive pricing

Opportunities Expansion. Start their own in-store brand. Olympic advertising and sponsorship. Co-branding.

Threats Competition; Big 5, Cabelas, Sportsmans Warehouse, Joes, Gart Sports, Sports Authority, etc…

Sources