Top Issues/Decisions to Make:The Bass Pro Shop began as an 8-foot-long display area in the back of a liquor store in 1971 and expanded to become a Fortune 500 company that employs more than 8,800 people and has annual revenue estimated today at $1.25 billion. The question is: should Bass Pro Shops continue to expand, and if so, at what pace? The main problems that you may face during the expansion are as follows. Could the expansion damage their brand image, and if so, how? The competition outside of Missouri will be much greater. They won't have the advertising and brand recognition like in Missouri. Does Bass Pro have the financial resources to open new stores, if not, what are their options? Will negative publicity threaten their brand image as they continue to grow? Will the overhead cost be too high initially to allow Bass Pro to expand at a rapid pace? If so, at what rate should they expand annually? These are all issues that Bass Pro will have to address in the future. Through research and thorough problem solving, they will be able to make an accurate decision on how to expand.II. SWOT Analysis: Strengths:1. Brand Image:a. Identification with the consumer store brand allows the product to be more easily accepted and adopted by consumers due to brand recognition2 Selective distribution:a. Bass Pro is able to expand their product, name and experience to a larger customer base without cannibalizing their business by setting a radius limit on the proximity of their stores.b. They meet the needs of their target market by building their closest stores.3. Unique store image: a. ...... middle of the paper ...... a high brand image; at the same time, maintaining customer satisfaction with existing customers and penetrating new markets. Bass Pro is one of the largest U.S. outdoor sporting goods retail chains and has an image to uphold, not just with its name but with its products. Maintaining customer satisfaction with existing customers keeps them loyal. Breaking into new markets helps the company grow and acquire new customers, which leads to higher profit margins. Objectives:1. Open two stores every year for the next five years.a. Expand at least two of these stores into Western states2. Increase sales 25% to $1.5 billion over the next 4 years3. Increase sales to current customers by 5% each year using innovative technologies in order to find more efficient ways to distribute and produce our products leading to more competitive pricing.