Stephanie's Boutique

CASE 13 – Stephanie's Boutique

Synopsis: Stephanie Wilson is considering a number of different locations for a new ready to wear boutique she is going to open. This is a hypothetical case.

Use:

Chapter 7 Discussion of need to match the location decision with the positioning strategy of the store. Illustration of the advantages and disadvantages of different locations.

Discussion Questions

1. Give the pluses and minuses of each location.

| |PLUS |MINUS |

|Downtown Arcade |Redevelopment might attract a lot of customer |Risky business no information about types of |

| |interest and traffic. Might attract tourist and|customers or amount of traffic. |

| |downtown business customers. | |

| |By getting in early on this new development, | |

| |Daphane might be able to get a prime location. | |

| |Modest monthly rental and lease terms. | |

|Tenderloin Village |Location of stores close to her home. |Traffic limited to residents of the village. |

| |Low rent, no overage clause, short lease. | |

| | |Limited retailing doesn't have a big draw for |

| | |outside neighborhood. |

| |Traffic and nature of customers known. |...