Case Synopsis, Uses, Discussion Questions, and Answers
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CASE 16: Choosing a Store Location for a 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.
Discussion Questions
1. List the pluses and minuses of each location.
Downtown
Arcade
Redevelopment might attract a
lot of customer interest and
traffic. Might attract tourist and
downtown business customers.
Risky , no information about
types of customers or amount of
traffic.
neighborhood.
Traffic and nature of customers
known.
Might afford opportunity for
unusual visual merchandising
and store design.
Case Synopsis, Uses, Discussion Questions, and Answers
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2. What type of store would be most appropriate for each location?
Downtown Arcade Store would have to cater to working women who work downtown and/or
3. If you were Stephanie, which location would you choose? Why?
The answer to this depends on Stephanie’s interests. The mall has the highest risks due to the
high rental charge, but has the highest potential profit. However, Stephanie might not be able to