1.

How do People living in the trade areas compare with Hutchs target
market?
Hutchs target market is defined as the women between the ages 18
and 40 years who are in the lower to middle income range. These
women usually look for the latest trends in fashion to wear but with
affordable pricing. They are looking for a trade area of population
ranging from 50,000 to 150,000.
The first proposed location is the city of Dalton where there a high
number of middle class workers. The carpet mills being the main
source of income, the women within the lower to middle income
brackets. Hutch also stated that they are not looking for to cater to any
specific ethnic group but only to women who like to wear the latest
trends in fashion. However in Dalton, they would be catering to one
specific ethnic group since the Whites are majority of populating up to
92% of the women. The population is 87, 293 which are within the
range of what hutch requires.
The second proposed location is the city of Hinesvile which is an army
base town. As per the experience of Mr. Dale Abell, vice President of
New Business Development of Hutch Corporation, popular-priced stores
generally do very well in army base town. Since the incomes of the
households of Hinesville is based around the millitary, it will satisfy the
tarde area requirement of Hutch of having lower to middle income
women popular-priced stores do very well in military towns. Since
Hinesville is primariy base around millitary income, it will satisfy
Hutchs trade area requirement of having lower to middle income
women. Hinesville barely meets Hutchs requirement of population by
only having 57, 945 people.
2. How do the proposed locations, including the cities, tenant mix, and the
location within the malls, fit with Hutchs location requirements?
Hutchs location requirements:
Cities: store are located throughout the Southeast and Midwest
within 400 miles radius of Hutch distribution center. With a
population range of 10,000 to 50,000 and a trade of 50,000 to
150,000.
Tenant mix: these centers contain a mix of several nationally and
recognized and popular local tenants.
The location within malls: are primarily located in strip malls or
strip centers generally ones anchored by either a regional or
national discount store (Walmart or Target).
First Proposed Dalton
Cities: are located throughout the Southeast and Midwest and the
population is 87, 293 people

 Tenant Mix: Other tenants in the center include a nationally

recognized shoe store, a beauty salon, two popular restaurants
(Chinese and Mexican), and McSpeedys Pizza at the end of the
center, as well as a Century 21 real estate training school in the
middle.
The Location within Malls: will be anchored by both Wallmart
and Kroger ( a larger grocery chain), nad has ample parking.
Second Proposed Hinesville
Cities: are located throughout the Southeast and Midwest and the
population is 57,945 people

Tenant Mix: Other tenants in the center include a bookstore, a

waterbad store, a shoe store, an electronic retailer, a yogurt store, a
video store, and a movie theater.
The Location Wtihin Malls: Will be anchored by Target and a
grocery store that is part of a popular Eastern U.S. chain.
3. Which location would you select? Why?
We select the Hinesville location, because:
Having big potential target market compare to Dalton
Popularly priced stores generally do very well in Hinesville
The spot available in the center is a 6,800-square-foot
Strategic place
Low risk
-Dalton: a severe drought => drastically reduce production => half
the population on unemployment
-Hinesville: If these guys have to ship out, this place will be a ghost
town.
Less competitor