Here is the letter I am sending:
Mr. Stephen Feinberg, CEO 2/16/2011
Cerberus Capital Management, L.P.
299 Park Avenue
New York, NY 10171
Dear Mr. Fienberg,
I am writing this letter to you in the sincere hopes that it will be a benefit for both of us. My immediate self interest is that I have recently purchased a product manufactured by one of your companies that was grossly sub-standard. It was a Marlin rifle, and I will include all the pertinent information in an addendum. I know that this is not the first letter you have received on this subject because I obtained your contact info from another customer.
Please bear with me here for a few minutes as I would like to express some views that I hope will be of value to you in making decisions about the management of Remington and Marlin. We obviously don’t know each other, and I have no idea what your experience is with firearms, or more importantly firearms owners. Myself, I am a lifelong firearms owner, and sportsman. I also am a small business owner, hold an MBA, and am a student of human nature. For what it’s worth here are some observations on the industry and the customer base. In many ways, from a technological perspective, the sportsman’s gun market, which is the target market for Remington/Marlin, has been flat for the past 80 – 100 years. The technological improvements have been incremental, and there is little that sporting firearms can do today that they couldn’t do numerous decades ago. The question becomes then, how do you distinguish yourself in this market.Most sportsman don’t “need” more that a few guns to be able to accomplish their hunting goals. However, many own several guns, and often these are of the similar style, type, caliber, etc. I am probably not telling you anything your market research people don’t know, however, there are some unquantifiables in the gun owners purchasing decision. The two biggest of these are brand loyalty and quality perception.
Marlin rifles in particular appeal to more than the rational decision making process of technical capabilities and price point. They have an intrinsic emotional attraction to American gun buyers because they invoke our frontier history and national values. These perceived values are Made in America, and QUALITY. Gun buyers are emotional and finicky. They identify with their firearms more so than even automobile owners. The most valuable asset that a firearms brand has is the goodwill associated with its image. Unfortunately that is a fragile thing.
I would strongly recommend that you review the history of Winchester firearms, particularly in the 60’s 70’s and 80’s. The brand, and the company’s value, was virtually destroyed by a series of decisions that decimated the perception of it’s quality in the shooting public's eyes. I fear that what is happening with Marlin may be history repeating itself. Please take this letter in the spirit it was intended, not as a rant or attack, but as red flag from a very concerned lifelong customer, who wants your company to flourish and continue to deliver a top notch product into the market place of which both the manufacturer and consumer can be proud.
Addendum
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Naples, NY 14512
Firearm – Marlin model 338 MX serial # : 91091650
Purchased at:
Biekirch’s
P.O. Box 151
930 Linden Ave
East Rochester, N.Y. 14445 – 0151
585-248-3660 – Attn Dave
Problem – The receiver and barrel are misaligned. This is the result of the receiver not being properly machined. Because the receiver does not align with the barrel it is impossible to mount a scope on this gun.
I know from perusing the internet that they are many 338s and 308s out there with this problem. I think you should SERIOUSLY consider a recall or at least a notice to dealers/distributors concerning this problem before it becomes a very public issue.
Current status – the gun is being sent by the dealer to the Remington service center in Ilion, NY. It is my belief this problem is not “fixable” and requires a replacement gun.
Thank You for your time and consideration.