CHAPTR15

Information about CHAPTR15

Published on February 4, 2008

Author: Desiderio

Source: authorstream.com

Content

Location, Layout, and Physical Facilities :  Location, Layout, and Physical Facilities Choosing a Location: Sources of Information:  Choosing a Location: Sources of Information Census Data (see http://www.census.gov). Survey of Buying Power. Editor and Publisher Market Guide. Rand McNally's Commercial Atlas and Marketing Guide. Zip Code Atlas and Market Planner. Key: Selecting the site that serves the needs of the business's target market most efficiently. Geographic Information Systems (GIS):  Geographic Information Systems (GIS) Computerized programs combining map-drawing with database management capability. Search through virtually any database and then plot the results on a map. Visual display reveals otherwise hidden trends. Selecting the State:  Selecting the State Proximity to markets Proximity to raw materials Labor supply needs Business climate Wage rates Selecting the City:  Selecting the City Population trends and density Competition Index of Retail Saturation (IRS) Index of Retail Saturation (IRS):  Index of Retail Saturation (IRS) C = number of customers in the trading area RE = retail expenditures. The average expenditure per person ($) for the product in the trading area. RF = retail facilities. The total square feet of selling space allocated to the product in the trading area. IRS = C x RE RF where . . . Selecting the City:  Selecting the City Costs Local laws and regulations Compatibility with community Quality of life Population trends and density Competition Index of Retail Saturation (IRS) Selecting the City:  Selecting the City Transportation networks Police and fire protection Public services Location’s reputation (continued) Location Considerations for Retail and Service Business :  Location Considerations for Retail and Service Business Trade area size Retail compatibility Degree of competition Transportation network Physical, fear, or political barriers Customer traffic Adequate parking Room for expansion Visibility Retail and Service Locations:  Retail and Service Locations Central Business Districts (CBDs) Neighborhood Locations Shopping Centers & Malls Shopping Centers and Malls:  Shopping Centers and Malls Neighborhood Shopping Centers 3 to 12 Stores; anchor is supermarket or drugstore. Community Shopping Centers 12 to 50 stores; anchor is department or variety store. Shopping Centers and Malls:  Regional Shopping Malls 50 to 100 stores; anchor is one or more major department stores. Power Centers Combines drawing power of a mall with convenience of neighborhood shopping center. Shopping Centers and Malls Retail and Service Locations:  Retail and Service Locations Near Competitors Outlying Areas Home-based businesses Central Business Districts (CBDs) Neighborhood Locations Shopping Centers & Malls The Location Decision for Manufacturers:  The Location Decision for Manufacturers Foreign Trade Zones (FTZs) Figure 15.2. How a Foreign Trade Zone (FTZ) Works. :  Figure 15.2. How a Foreign Trade Zone (FTZ) Works. No FTZ Imported Parts and Materials Store Assemble Package Manufacture Process Mix Imported Parts and Materials FTZ Duty Paid No Duty Paid U.S. Sales Exports U.S. Sales Exports Duty Small Company Paid The Location Decision for Manufacturers:  The Location Decision for Manufacturers Enterprise zones Business incubators Foreign Trade Zones (FTZs) Layout: External Factors:  Layout: External Factors Size - Is the building large enough to accommodate the business? Create the proper image or "personality" for the business in the customer's eyes. Develop creative window and in-store displays. Choose appropriate storefront design. Entrances must invite customers in. Building must comply with Americans with Disabilities Act. Pay attention to the business sign, the most direct method of reaching potential customers. A Business Sign...:  A Business Sign... tells potential customers who you are and what you're selling. must comply with local sign ordinances. should be visible, simple, and clear. should be changed periodically to avoid becoming part of the background. should be legible both day and night. must be maintained properly. The Toy Store Building Interiors:  Building Interiors Ergonomics, the science of adapting work and the work environment to complement employees’ strengths and to suit customers’ needs, is an integral part of any design. Proper layout and design pays off in higher productivity, efficiency, or sales. Proper lighting is measured by what is ideal for the job being done. Building Interiors:  Careful selection of colors can create the desired impressions among customers and employees. Appealing to all of the customer's senses can boost sales. Building Interiors Three Retail Layout Patterns:  Three Retail Layout Patterns Grid Rectangular with parallel aisles; formal; controls traffic flow; uses selling space efficiently. Examples: Supermarkets and self-service discount stores. Three Retail Layout Patterns:  Three Retail Layout Patterns Free-Form Free-flowing; informal; creates "friendly" environment; flexible. Example: Small specialty shops. Three Retail Layout Patterns:  Three Retail Layout Patterns Boutique Divides store into a series of individual shopping areas, each with its own theme; unique shopping environment. Example: Small department stores. Layout Guidelines:  Layout Guidelines Know your customers buying habits and plan your layout accordingly. Display merchandise as attractively as your budget will allow. Display complementary items together. Layout Guidelines:  Layout Guidelines Recognize the value of floorspace; never waste valuable selling space with nonselling functions. Create effective window displays and change them often; they can be powerful sales tools. Pay attention to the business sign, the most direct method of reaching potential customers. Manufacturing Layouts:  Manufacturing Layouts Product (or line) layout Process layout Fixed position layout

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