Transcript Albany Mall.ppt

Heritage Mall
Prapt Limkatunyoo
Kevin Scofield
Nanut Sittniphong
Wannaporn Srinives
Blaine Yamamoto
Denise Yeh
Red Robins Overview


Spoke to Jeff (Manager)
Background Information
–
–
–
Albany location was
established on
September 13th, 2001
Casual Dining Restaurant
Target market is “soccer mom’s” with a couple of kids

–
Sports is shown on televisions situated around the restaurant
and in the restrooms in an effort to target father’s
60% of weekly business occurs between Friday evening
and Sunday afternoon
SWOT Analysis

Strengths
–
–
–
–
–

People
1st Casual Diner
Bottomless Fries
Location
Customer Service
Weaknesses
–
–
–
–
Small Patio Seating
Small Commercial Group
Store Layout
Higher prices compared to fast
food establishments
SWOT Analysis

Opportunities
–
–

Special Events
Open Another Location
Threats
–
–
Wyatt’s
Other Competitors

Applebee’s
–

Will be opening a store in Albany next year
Olive Garden
Target Overview




Second Largest General Merchandise Retailer
Over 1,250 Stores in 47 States
Albany Target – Opened 1989
Business Hours
–
–

Monday to Saturday 8a.m. – 10p.m.
Sunday 8a.m. to 9p.m.
Busy During Afternoons and Weekends
SWOT Analysis

Strengths
–
–
–
–

Experienced Team
Employees Have Good Relationships
Anchor Store of The Mall
Target Name
Weaknesses
–
–
–
–
Resistance To Change
Location
Remodeling
Company Controlled
SWOT Analysis

Opportunities
–
–
–
–

Remodel Finish in October
A New Pharmacy
Renovating Food Area
New Racks
Threats
–
–
Competition
Individual Bias
Ross Overview







Ross Stores, Inc. began in 1982 -six
stores in the San Francisco Bay Area
In 2003, there were 568 Ross
‘Dress For Less’ Stores in 25 states and Guam
Acquires excess merchandises from manufacturers
dd’s DISCOUNTSSM, a new off-price concept targeting the
needs of lower-income households
30,000 gross square feet in a self-service, easy-to-shop format
Focus group: value-conscious 25-54 years old
Middle to upper-middle income level
SWOT Analysis

Strengths
–
–
–
–
Low operation costs
Low price clothing, accessories, home applies 20-60% saving
Wide rage of products
Convenient location- neighborhood shopping
center
SWOT Analysis

Weaknesses
–
–
–
–
Unorganized
No guarantee of the
product availability
Poor customer service
Too few employees:
about 4
SWOT Analysis

Opportunities
–
–
–
Utilize the website
 Click-and-mortar
Better economic conditions
Americans spend most of their time shopping (not
include time at work and at home)
SWOT Analysis

Threats
–
–
–
Poor image – only for low income customers
Online retailers
Greater size and efficiency retailers: Wal*Mart,
Target
Bath & Body Works
Bath & Body Works

Bath & Body Works was founded in New Albany,
Ohio in the fall of 1990.

A division of Limited Brands, Inc., Bath & Body
Works now has more than 1,700 stores
nationwide.

Aim to bring innovation, quality and performance
of its products to customers.
Bath & Body Works Heritage Mall







Store Manager: Joanna
Have been in the Heritage Mall for 5 years.
Hours: Same with the Mall
Busiest Hours: Depends.
Customer: Loyal customer.
Mother’s day big promotion.
Best Seller: New Items
Bath & Body Works

SWOT Analysis
Strengths
- Strong loyal customer base.
- No similar store in the mall.
- Recognized brand name.
- Distinct store image in the mall.
- Good store atmosphere.
- Friendly employees.
- Clean in-store sample.
- Mall brings the traffic flow.
- Click and mortar retailer.
Bath & Body Works

SWOT Analysis
Weaknesses
- High-end product not
match Albany’s profile.
- Most of the mall traffic is
not their customers.
- Inflexible operation hours.
Opportunities
- Old Navy opened in end of
August may bring the
consumer traffic they want.
- More local promotions.
- Same promotion timing
with the anchor stores.
Threads
- Beauty products in Target,
hair salon, Ross, Sears,
and Gottschalk’s
Coach House Gift
Coach House Gifts

Since 1969, Coach House Gifts has
offered Hallmark products and fine gifts
across the country, and now it is the
nation's premier retailer of greeting cards,
collectibles, upscale gifts and items for the
home.

Good reputation of service, selection and
convenience.

Many Coach House Gifts stores are also
Hallmark Gold Crown.

In Oregon, there are two Coach House
Gifts store (Heritage Mall and Getaway
Mall)
Hallmark Cards, Inc. Company

As the #1 producer of warm fuzzies, Hallmark Cards is the
Goliath of greeting cards.

The company's cards are sold under brand names such as
Hallmark, Shoebox, and Ambassador and can be found in
more than 42,000 US retail stores (about 4,200 of these
stores bear the Hallmark Gold Crown name; the majority of
these stores are franchised).

Hallmark also owns Binney & Smith (maker of Crayola
brand crayons) and portrait studio chain The Picture People.
‧It offers electronic greeting cards and
flowers through its Web site, Hallmark.com
‧Produces television movies through
Hallmark Entertainment and the Crown
Media unit.
Coach House Gifts in Heritage Mall






Store Manager: Desiree Whither
Have been in the Heritage Mall for 5 years.
Female 18-65+ customer base
Recruiting continually
Busiest Hours: 3-4 pm
High-end store
Coach House Gifts in Heritage Mall

SWOT Analysis
Strengths
- No other Hallmark or similar store in Albany.
- Distinct store image in the mall.
- Well-known brand name (Hallmark).
- Gottschalk’s brings them customers.
- Friendly employee.
- Destination store.
Coach House Gifts in Heritage Mall

SWOT Analysis
Weaknesses
- Heritage mall is not a busy mall.
- Most of the mall traffic is not their
customers.
- Inflexible open hours.
Opportunities
- The coming of Old Navy will
bring desirable customer
base.
- More direct marketing to
Albany area.
Threads
- No immediate thread
right now.
- Cards and gifts in Target,
Ross in the mall, and
Fred Myer and other
stores out of the Mall.
Everyone’s Mall ? Or Women’s
Gottschalks
–
One-time responsive manager said:
“ I received your message you left here in the
store. Please give me more information as to what you
are looking for? Thank you. Lawrence LaJoie Store
Manager Albany ”
General info
-
-
Regional department store chain headquartered in
Fresno, California
Selling housewares, clothing, fragrances, jewelry.
Celebrating 100th year of business
Gottschalks
Strengths
- Plenty of parking
- Visible, adjacent to major streets& intersection
- Heritage Plaza located just opposite
- Good customer service
- Nice and spacious store layout
- Proper ventilation
- Special events
Weaknesses
- Low brand awareness
- No remarkable or outstanding reputation for values they brings to
customers
Gottschalks
Opportunities
- More advertising to create brand awareness
- Spread the news of upcoming events
- OSU students or students from other
schools/universities nearby.
- Strengthen their private label brands – allowing them
to be competitive by distinguishing themselves from
competitors.
- Online shopping and a better website
Gottschalks
Threats
- Ross
- Woodburn
- Other retailers in that area
- Advertising
Heritage Shopping Mall
Donna R. Green ( General manager of Heritage Mall )
Name “Heritage” comes from the name of the oak tree nearby the mall
Heritage Mall first opened November 2 1988 , relationship with Target
,Emporium , Sears and JC Penny
Currently Department Stores : Target , Ross , Sears and Gottschalks
Target Groups : mainly 35, senior and younger ( mixture of all three)
Mall has 85 % occupancy
Old Navy is coming September 6
Future plan is replace bad performing stores to have larger and well
known name stores ex. Pac Sun, AE.
Key periods for Ad : Back to school , Valentine , Dad&Mom’s day ,
Christmas
Map and Directory
Department Stores
Health & Beauty
Accessories
Jewelry
Apparel
Services
Cards, Gifts & Books
Special shops
Food & Restaurants
Footwear
Music, Electric & Cameras
Heritage Shopping Mall SWOT
Strengths
Good location: close to I-5 , highway 34 and Corvallis
Parking lots are big enough and concern about senior
group
Various kinds of store for everybody
New store is coming : Old navy
Clean place for shopping
SWOT Analysis
Weaknesses
Construction makes inconvenience
Parking lots are too big
Customer service
Small food court
Customers need more entertainment ex. Ice skating
SWOT Analysis
Opportunities






- Place for community : a lot of senior people ( discussion
group)
- Easy to come ( signs along the road)
- Advertising : Cable , newspaper , radio , billboard
- Special events all year long : because it can bring people,
and built customer loyalty by these events
- No competitors in Albany ( according to Donna)
- “Even it rains or hot outside , people still visit the mall”
(Heritage Mall customer)
Threats



Mall name “ Heritage” feel like sell old stuff or
antique
Competitors are not in Albany but outside
Albany are Salem Center , Lancaster Mall ,
Gateway Eugene , VRC
K mart is also competitor
Should Heritage be changed the name
to “White Oak”?
Visit Heritage Mall Website @
www.heritagemall.com
Mall Hour : Mon-Fri 10.00-9.00
Sat 10.00 - 7.00
Sun 10.00 – 6.00

