Description
Describes about how to Search for a good location to open a new store. Choice of two locations both in Georgia i.e. Dalton and Hinesville
Click to edit Master subtitle style Hutch: Locating a New Store
Submitted by:
1/19/13
Issue
?Search
for a good location to open a new store of two locations both in Georgia
? ?
?Choice
Dalton Hinesville
1/19/13
Company Background
?Founded
in 1952 by John Henry Hutchison in Richmond, Virginia
?Headquartered ?350
popularly priced woman’s clothing stores ship floor ready goods to distribution centers stores1/19/13 located within 400 miles of a distribution center
?Manufacturers ?All
Hutch Fashions*Hutch Extra
?Hutch
? ? ? ?
Fashions
Women’s fashion apparel chain Trendy apparel selection Complementary array of accessories Typically require 4000 to 5000 Sq ft
?Hutch
?
Extra
Cater to women requiring large and half-size apparel Stores requires less space(2000 to 1/19/13
?
Marketing Strategy
?Customers
?
Target market is women between 18 to 40 years Lower-middle to middle-income range Women who like to wear the latest fashions Price level between the mass merchandiser and department stores Customers perceive products to be
1/19/13
? ?
?Product/Price
?
?
Marketing Strategy
?Location
?
Within a 400 mile radius of distribution center Population range of 10,000 to 50,000 Trade area of 50,000 to 1,50,000 Low to middle income brackets Located in Strip malls or strip centers Located adjacent to center’s anchor Close to “center court” 1/19/13
? ? ? ? ? ?
Data Sources
Population: 2005 Population: 1999 Household:2005 Household:1999 Families:1996 Race(1999): White Race(1999): Black Age(1999): 0-20 Age(1999): 21-44 Age(1999): 45-64 1/19/13 Average Household Dalton 93,182 87,293 35,570 33,140 24,347 92.0% 4.9% 31.2% 37.1% 21.7% $40,397 Hinesville 64,195 57,945 20,010 17,541 14,277 54.1% 38.3% 40.2% 47.0% 9.2% $28,677
Comparison at Two Locations
Population at Two Locations
12 10 8 6 4 2 0
Household Figures at two Locations
12 10 8 6 4 2 0
1/19/13
Potential Locations
?Dalton
? ?
Carpet mills are the major employers Whitfield square shopping center located off main highway and two miles from center town Anchored by Wal-Mart and Kroger 2 large outparcel in front of center Fort Stuart army base is the major 1/19/13 employer
? ?
?Hinesville
?
Target Customer
Hutch Dalton Hinesville
Predominant age group 21 – 44 year (47%) followed by 0 – 20 (40.2%) Median age for women 24.6 and % of population 44.2% Approx no. 12,037 Low income group with Median salary - $23,686 and Average salary $ 28,677 Total women apparel stores – 8 with retail sales of $9,339 including General merchandise stores Estimated population (1999) – 57,945 Predominant age group 21 – 44 year (37.1%) followed by 0 – 20 Women between 18 to (31.2%) 40 years Median age for women 35 and % of population 50.9% Approx no. 16,484 Middle income group with Lower middle and Median salary - $30,516 and middle income range Average salary $ 40,397 Total women apparel stores – Interested in the latest 21 with retail sales of $26,634 fashion including General merchandise stores Town with population Estimated population (1999) – between 10,000 to 87,293 50,000 Town with trade area of 50,000 to 150,000 Profession dealing with Manufacturing town – non agriculture and industry durable goods Even match of retail trade, professional services & public administration
1/19/13
Location Requirements
Hutch
Within 400 miles of distribution center
Dalton
Yes
Hinesville
Yes
Located in strip malls or Strip center – Whitfield Square Target Plaza strip centers shopping center Anchor store – regional / national discount store Wal – Mart and Kroger Target & Grocery Store
Store located primary next to anchor store
Must be located in the main corridor of mall / center
One spot away from Wal – Mart. Right in front of Target and However, present in front of diagonally opposite Grocery Store. 2 out parcel stores (fast food, Retail mix includes shoe store, gas station, etc.) book store, water bed store, Retail mix includes shoe store, restaurant, beauty salon, movie insurance, training school, theater, fast food outlets restaurants (Chinese & (yogurt, donut, ice cream), men's Mexican), beauty salon, jewelry store, electronics and video store Store and pizza outlet. Good visibility from State Route At the junction of State Route #119 #71 (highway). 2 miles from and US Highway 82. Center of town.
1/19/13
Recommended Location
?Dalton
? ? ?
Larger Target Segment Base Higher spending power Outparcel store may work to its advantage Strategically placed and off the main Highway Close to “center court” Not a military town
1/19/13
?
? ?
Thank You
1/19/13
doc_592872561.pptx
Describes about how to Search for a good location to open a new store. Choice of two locations both in Georgia i.e. Dalton and Hinesville
Click to edit Master subtitle style Hutch: Locating a New Store
Submitted by:
1/19/13
Issue
?Search
for a good location to open a new store of two locations both in Georgia
? ?
?Choice
Dalton Hinesville
1/19/13
Company Background
?Founded
in 1952 by John Henry Hutchison in Richmond, Virginia
?Headquartered ?350
popularly priced woman’s clothing stores ship floor ready goods to distribution centers stores1/19/13 located within 400 miles of a distribution center
?Manufacturers ?All
Hutch Fashions*Hutch Extra
?Hutch
? ? ? ?
Fashions
Women’s fashion apparel chain Trendy apparel selection Complementary array of accessories Typically require 4000 to 5000 Sq ft
?Hutch
?
Extra
Cater to women requiring large and half-size apparel Stores requires less space(2000 to 1/19/13
?
Marketing Strategy
?Customers
?
Target market is women between 18 to 40 years Lower-middle to middle-income range Women who like to wear the latest fashions Price level between the mass merchandiser and department stores Customers perceive products to be
1/19/13
? ?
?Product/Price
?
?
Marketing Strategy
?Location
?
Within a 400 mile radius of distribution center Population range of 10,000 to 50,000 Trade area of 50,000 to 1,50,000 Low to middle income brackets Located in Strip malls or strip centers Located adjacent to center’s anchor Close to “center court” 1/19/13
? ? ? ? ? ?
Data Sources
Population: 2005 Population: 1999 Household:2005 Household:1999 Families:1996 Race(1999): White Race(1999): Black Age(1999): 0-20 Age(1999): 21-44 Age(1999): 45-64 1/19/13 Average Household Dalton 93,182 87,293 35,570 33,140 24,347 92.0% 4.9% 31.2% 37.1% 21.7% $40,397 Hinesville 64,195 57,945 20,010 17,541 14,277 54.1% 38.3% 40.2% 47.0% 9.2% $28,677
Comparison at Two Locations
Population at Two Locations
12 10 8 6 4 2 0
Household Figures at two Locations
12 10 8 6 4 2 0
1/19/13
Potential Locations
?Dalton
? ?
Carpet mills are the major employers Whitfield square shopping center located off main highway and two miles from center town Anchored by Wal-Mart and Kroger 2 large outparcel in front of center Fort Stuart army base is the major 1/19/13 employer
? ?
?Hinesville
?
Target Customer
Hutch Dalton Hinesville
Predominant age group 21 – 44 year (47%) followed by 0 – 20 (40.2%) Median age for women 24.6 and % of population 44.2% Approx no. 12,037 Low income group with Median salary - $23,686 and Average salary $ 28,677 Total women apparel stores – 8 with retail sales of $9,339 including General merchandise stores Estimated population (1999) – 57,945 Predominant age group 21 – 44 year (37.1%) followed by 0 – 20 Women between 18 to (31.2%) 40 years Median age for women 35 and % of population 50.9% Approx no. 16,484 Middle income group with Lower middle and Median salary - $30,516 and middle income range Average salary $ 40,397 Total women apparel stores – Interested in the latest 21 with retail sales of $26,634 fashion including General merchandise stores Town with population Estimated population (1999) – between 10,000 to 87,293 50,000 Town with trade area of 50,000 to 150,000 Profession dealing with Manufacturing town – non agriculture and industry durable goods Even match of retail trade, professional services & public administration
1/19/13
Location Requirements
Hutch
Within 400 miles of distribution center
Dalton
Yes
Hinesville
Yes
Located in strip malls or Strip center – Whitfield Square Target Plaza strip centers shopping center Anchor store – regional / national discount store Wal – Mart and Kroger Target & Grocery Store
Store located primary next to anchor store
Must be located in the main corridor of mall / center
One spot away from Wal – Mart. Right in front of Target and However, present in front of diagonally opposite Grocery Store. 2 out parcel stores (fast food, Retail mix includes shoe store, gas station, etc.) book store, water bed store, Retail mix includes shoe store, restaurant, beauty salon, movie insurance, training school, theater, fast food outlets restaurants (Chinese & (yogurt, donut, ice cream), men's Mexican), beauty salon, jewelry store, electronics and video store Store and pizza outlet. Good visibility from State Route At the junction of State Route #119 #71 (highway). 2 miles from and US Highway 82. Center of town.
1/19/13
Recommended Location
?Dalton
? ? ?
Larger Target Segment Base Higher spending power Outparcel store may work to its advantage Strategically placed and off the main Highway Close to “center court” Not a military town
1/19/13
?
? ?
Thank You
1/19/13
doc_592872561.pptx