2 Red Robins Overview Spoke to Jeff (Manager) Background Information Albany location wasestablished onSeptember 13th, 2001Casual Dining RestaurantTarget market is “soccer mom’s” with a couple of kidsSports is shown on televisions situated around the restaurant and in the restrooms in an effort to target father’s60% of weekly business occurs between Friday evening and Sunday afternoon
4 SWOT Analysis Opportunities Threats Special Events Open Another LocationThreatsWyatt’sOther CompetitorsApplebee’sWill be opening a store in Albany next yearOlive Garden
5 Target Overview Second Largest General Merchandise Retailer Over 1,250 Stores in 47 StatesAlbany Target – Opened 1989Business HoursMonday to Saturday 8a.m. – 10p.m.Sunday 8a.m. to 9p.m.Busy During Afternoons and Weekends
6 SWOT Analysis Strengths Weaknesses Experienced Team Employees Have Good RelationshipsAnchor Store of The MallTarget NameWeaknessesResistance To ChangeLocationRemodelingCompany Controlled
7 SWOT Analysis Opportunities Threats Remodel Finish in October A New PharmacyRenovating Food AreaNew RacksThreatsCompetitionIndividual Bias
8 Ross Overview Ross Stores, Inc. began in 1982 -six stores in the San Francisco Bay AreaIn 2003, there were 568 Ross‘Dress For Less’ Stores in 25 states and GuamAcquires excess merchandises from manufacturersdd’s DISCOUNTSSM, a new off-price concept targeting the needs of lower-income households30,000 gross square feet in a self-service, easy-to-shop formatFocus group: value-conscious years oldMiddle to upper-middle income levelRoss Stores, Inc. began in 1982 with six stores in the San Francisco Bay Area. At the end of fiscal 2003 there were 568 Ross 'Dress For Less' Stores in 25 states and Guam. The Company also recently announced development of dd's DISCOUNTSSM, a new off-price concept targeting the needs of lower-income households. The initial ten dd's DISCOUNTSSM stores are scheduled to open in the second half of 2004.The average new Ross 'Dress For Less' store features about 30,000 gross square feet in a self-service, easy-to-shop format that is conveniently located in a neighborhood shopping center.Ross targets customers who are value-conscious men and women between the ages of 25 and 54, with middle to upper-middle income levels. Ross customers define value both in terms of brands and strong discounts compared to full-price retailers.
10 SWOT Analysis Strengths Low operation costs Low price clothing, accessories, home applies % savingWide rage of productsConvenient location- neighborhood shopping centerAs an off-price retailer, Ross offers first-quality, in-season, brand-name apparel, accessories and footwear for the entire family at everyday savings of 20% to 60% below department and specialty store regular prices. Similar savings can be found on a wide variety of merchandise for the home. Moreover, the convenient location make Ross Albany one of the retailer of choice of Albany’s residents.
11 SWOT Analysis Weaknesses Unorganized No guarantee of the product availabilityPoor customer serviceToo few employees: about 4Let’s come to the weakness for Ross Albany. Ross Albany are really unorganized, as the picture shows, shoes are on the floor and sometime you can’t find the math, you can find the left side of the shoes but the right side is not there. Furthermore, every time you go to Ross, there is no guarantee if you can find the products you want, it’s like a game of hunting for the best deal for you. Also, it has poor customer service and too few employees. At the time when I were doing this survey, there are only 4 persons around the store, two for cashier, one in front of the fitting room, and another one in the connection door between Ross and the main mall. This may be why they can keep cost low.
12 SWOT Analysis Opportunities Utilize the website Click-and-mortar Better economic conditionsAmericans spend most of their time shopping (not include time at work and at home)
13 SWOT Analysis Threats Poor image – only for low income customers Online retailersGreater size and efficiency retailers: Wal*Mart, TargetThe threats for Ross are, first of all, the poor image of the company. Customers always view that Ross is for only low income customers not middle to upper-middle as the company try to convey. Moreover, there are a lot of online retailers out there to compete for the same customer dollars on clothing and accessories. Also, they will have the threats from other general retailers with greater in size and efficiency such as Wall*mart, Target.
15 Bath & Body WorksBath & 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.
16 Bath & Body Works Heritage Mall Store Manager: JoannaHave been in the Heritage Mall for 5 years.Hours: Same with the MallBusiest Hours: Depends.Customer: Loyal customer.Mother’s day big promotion.Best Seller: New Items
17 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.
18 Bath & Body Works SWOT Analysis Opportunities Weaknesses - High-end product notmatch Albany’s profile.- Most of the mall traffic isnot their customers.- Inflexible operation hours.Opportunities- Old Navy opened in end ofAugust may bring theconsumer traffic they want.- More local promotions.- Same promotion timingwith the anchor stores.Threads- Beauty products in Target,hair salon, Ross, Sears,and Gottschalk’s
20 Coach House GiftsSince 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)
21 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 andflowers through its Web site, Hallmark.com‧Produces television movies throughHallmark Entertainment and the CrownMedia unit.
22 Coach House Gifts in Heritage Mall Store Manager: Desiree WhitherHave been in the Heritage Mall for 5 years.Female customer baseRecruiting continuallyBusiest Hours: 3-4 pmHigh-end store
23 Coach House Gifts in Heritage Mall SWOT AnalysisStrengths- 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.
24 Coach House Gifts in Heritage Mall SWOT AnalysisWeaknesses- Heritage mall is not a busy mall.- Most of the mall traffic is not theircustomers.- Inflexible open hours.Threads- No immediate threadright now.- Cards and gifts in Target,Ross in the mall, andFred Myer and otherstores out of the Mall.Opportunities- The coming of Old Navy willbring desirable customerbase.- More direct marketing toAlbany area.
26 Gottschalks General info 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 infoRegional department store chain headquartered in Fresno, CaliforniaSelling housewares, clothing, fragrances, jewelry.Celebrating 100th year of business
27 Gottschalks Strengths Weaknesses - 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 eventsWeaknesses- Low brand awareness- No remarkable or outstanding reputation for values they brings to customers
28 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
29 Gottschalks Threats - Ross - Woodburn - Other retailers in that area - Advertising
30 Heritage Shopping Mall Donna R. Green ( General manager of Heritage Mall )Name “Heritage” comes from the name of the oak tree nearby the mallHeritage Mall first opened November , relationship with Target ,Emporium , Sears and JC PennyCurrently Department Stores : Target , Ross , Sears and GottschalksTarget Groups : mainly 35, senior and younger ( mixture of all three)Mall has 85 % occupancyOld Navy is coming September 6Future 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
31 Map and Directory Department Stores Health & Beauty Accessories JewelryApparel ServicesCards, Gifts & Books Special shopsFood & RestaurantsFootwearMusic, Electric & Cameras
32 Heritage Shopping Mall SWOT StrengthsGood location: close to I-5 , highway 34 and CorvallisParking lots are big enough and concern about senior groupVarious kinds of store for everybodyNew store is coming : Old navyClean place for shopping
33 SWOT Analysis Weaknesses Construction makes inconvenience Parking lots are too bigCustomer serviceSmall food courtCustomers need more entertainment ex. Ice skating
34 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)
35 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 , VRCK mart is also competitor
36 Should Heritage be changed the name to “White Oak”? Visit Heritage MallMall Hour : Mon-FriSatSun – 6.00