Case Synopsis, Uses, Discussion Questions, and Answers
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CASE 3 Tractor Supply Company Targets the Part-Time Rancher
Synopsis: Tractor Supply Company (TSC) is a relatively large, but unknown retailer that targets
people seeking a rural lifestyle who operate farms or ranches as a hobby.
Uses:
Chapter 1 Illustration of a retailer with a unique target market
Discussion Questions
1. What retail mix does TSC provide?
TSC targets the hobby farmer/rancher, who are fully employed in jobs but want to enjoy a rural
lifestyle and operate a farm or ranch in exurbs of a city. The retail mix of TSC is:
Location stores are in stand-alone locations in commercial corridors in the exurbs
2. s changed over time?
Originally targeted full-time farmers but as the farming industry consolidated, the large farms
bought directly from supplier, bypassing retailers like TSC.
t?
Stores are located near the rural communities where the target market lives. Extensive customer-
4. How vulnerable is TSC to competition? Why is this the case?
Not very vulnerable because the target segment is not price sensitive or very knowledgeable
Case Synopsis, Uses, Discussion Questions, and Answers
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5. Why does TSC place so much emphasis on training employees?
Customer service is critical because the customers in the target market may not be very