Assume you own a small shoe store. Discuss the three different types of competition
you might face and give examples of each.
Mini-Case 7-1: Pipe Dreams
Ralph Emerson thought he’d been a librarian long enough, and when the opportunity
arose to open a small tobacco, pipe, and cigar shop in the newly-renovated downtown
business district, he was ready to act. Pipe Dreams is a franchisor of smoke shops, and
was founded eight years ago by a noted tobacconist in New York City. The concept for
the shops is simple, yet sophisticated. It is simple in the sense that the shops sell only
tobacco-related products, but sophisticated in the breadth and quality of the inventory
they carry. Each franchise, depending on size, is stocked with inventory selected by the
company’s founder. The franchisor finances the shop’s initial inventory. The franchisee
is expected to create a decor within predetermined standards that Pipe Dreams
established. Each franchisee must attend a three-day workshop, outlining the
fundamentals of tobacco blending, the merchandising of pipes and cigars, and the
techniques of successful business operation.