Ruger

Sturm, Ruger, & Company, Inc.: An Internal Strategic Evaluation

Sturm, Ruger, & Company, Inc. is the fourth-largest firearms manufacturer in the United States, having earned a strong position as a maker of relatively high-quality yet median-cost weapons marketed primarily towards the commercial sporting industry (Sturm, Ruger, & Co., 2012; Yahoo Finance, 2012; Reuters, 2012). Founded in 1949 by William B. Ruger and Alexander McCormick Sturm, the company known popularly as Ruger first made its name with a semi-automatic pistol that incorporated elements of German Luger and American Colt design, both in its functionality and in its aesthetics; the popularity and strong sales of this company were all but solely responsible for the continuation of the partnership and firm, propelling the company into the manufacture of other firearms and currently into the manufacture of casts for golf clubs used by a variety of club manufacturers (Sturm, Ruger, & Co. 2012;...
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