Nina is trying to decide in which of four shopping centers to locate her new boutique. Some cater to higher class of clientele than others, some are in an indoor mall, some have a much greater volume than others, and, of course, rent varies considerably. Because of the nature of her store, she has decided that the class of clientele is the most important consideration. Following this, however, she must pay attention to her expenses and rent is a major item – probably 90 percent as important clientele. An indoor, temperature-controlled mall is a big help for stores such as hers where 70 percent of sales are from passersby slowly strolling and window shopping. Thus, she rates this as about 95 percent as important as rent. Last, a higher volume of shoppers means more potential sales, she thus rates this factor as 80 percent as important as rent. As an aid in visualizing her location alternatives, she has constructed the following table. A “good” is scored as 3, “fair” as 2 and “poor” as 1. Use weighted score model to help Nina come to a decision. Expense Category Location 1 2 3 4 Class of Clientele Fair Good Poor Good  Rent Good Fair Poor Good Indoor Mall Good Poor Good Poor Volume Good Fair Good Poor

MARKETING 2018
19th Edition
ISBN:9780357033753
Author:Pride
Publisher:Pride
Chapter15: Retailing, Direct Marketing, And Wholesaling
Section15.1: L.l.bean: Open 24/7, Click Or Brick
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  1. Nina is trying to decide in which of four shopping centers to locate her new boutique. Some cater to higher class of clientele than others, some are in an indoor mall, some have a much greater volume than others, and, of course, rent varies considerably. Because of the nature of her store, she has decided that the class of clientele is the most important consideration. Following this, however, she must pay attention to her expenses and rent is a major item – probably 90 percent as important clientele. An indoor, temperature-controlled mall is a big help for stores such as hers where 70 percent of sales are from passersby slowly strolling and window shopping. Thus, she rates this as about 95 percent as important as rent. Last, a higher volume of shoppers means more potential sales, she thus rates this factor as 80 percent as important as rent.

As an aid in visualizing her location alternatives, she has constructed the following table. A “good” is scored as 3, “fair” as 2 and “poor” as 1. Use weighted score model to help Nina come to a decision.

Expense Category

Location

1

2

3

4

Class of Clientele

Fair

Good

Poor

Good

 Rent

Good

Fair

Poor

Good

Indoor Mall

Good

Poor

Good

Poor

Volume

Good

Fair

Good

Poor

                       

 

 

 

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