1. How do People living in the trade areas compare with Hutch’s target market?

 Hutch’s 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 Hutch’s trade area requirement of having lower – to –
middle income women. Hinesville barely meet’s Hutch’s 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 Hutch’s location requirements?
 Hutch’s 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 McSpeedy’s
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