That is a "dipped" film application/finish, and the only way to repair that type is to remove it entirely, repair the damaged substrate, and re-dip the stock in another film bath.
If you simply repair the local area, it will look worse than the small divot that's there now.
If you strip the film off the stock, with the intention of staining and finishing the stock as you would any other, I would caution you that you're most probably not going to like what you find under that concealing film.
If you strip it & fix the dents, etc - Bell and Carlson will dip it in the camoflage pattern of your choice (out of about 12 choices) for $60.
If you're handy, the easiest/best way out for you would be to fill the depression flush and use an artist's brush & paints to blend in your repair with the rest of the finish's appearance.
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