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Clicks and Mortar Strategy for Taste of Place: Famous Foods from Famous Places

Clicks and Mortar Strategy for Taste of Place: Famous Foods from Famous Places. Michele Harrison Bill McMillan Irwan Salim David Stickney Kelly Stroup-Garceau. Taste of Place. Taste of Place: Famous Foods from Favorite Places.

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Clicks and Mortar Strategy for Taste of Place: Famous Foods from Famous Places

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  1. Clicks and Mortar Strategy forTaste of Place:Famous Foods from Famous Places Michele Harrison Bill McMillan Irwan Salim David Stickney Kelly Stroup-Garceau

  2. Taste of Place • Taste of Place: Famous Foods from Favorite Places. • Distinctive foods that have strong regional meaning and appeal.

  3. Products

  4. Multiple access points: Brick Click Call Catalogue Consistent feel: 6 stores to start Super user-friendly 24/7 Spring & Fall Taste of Place

  5. Target Market Our target individual is: • a well-educated, • cosmopolitan, • somewhat academically-oriented, • upper middle income • urbanite or sophisticated suburbanite.

  6. In formation Management Integrated information system. • Inventory, • Distribution, • Payroll, • Assets, • Customer database, • Data mining!

  7. Perceptions Customer View: Destination Store Employee View: Environment of Choice • Ideal working conditions: • Well-paid with perks. • High staff retention. • Hire alert individuals; provide product training.

  8. The State of the Market • National • Entry stage • Competition • Gift basket stores • Delis • Specialty food stores • Regional food web sites

  9. Production by original makers Distribution: Outsourcing To store or home Stores Concentrate on local Concentrate on fast movers Can order out-of-stock Web site Order any product User friendly Strategy Timely shipments 100% guarantee Exclusive High quality Value Chain

  10. Barriers to Entry • New entrant in an already existing industry. • Competitive market is large, strong and vast. • Start-up costs.

  11. Technological • Many competitors currently using the web. • Many customers still feel uneasy about security measures when using the web.

  12. Legal • Distributors license required.

  13. Social • The number of U.S. transients are increasing each year • Consumers want and EXPECT customer service. • Consumers are willing to pay a little. • The world is becoming more global.

  14. Cultural • Health issues may be stronger in one market than another. • Offending customers.

  15. Environmental • Seasonal items.

  16. Store locations • On streets with pedestrian traffic. • Busy, upscale urban neighborhoods. • Shopping or tourist oriented.

  17. Where Are We Located? Atlanta San Francisco Chicago New York City Seattle Dallas

  18. Layout • Feeling of exploration and discovery. • Shelving oriented at angles to create the feeling of exotic small streets. • Internet kiosk will be in an alcove. • Sales counter will be central. • Product organization by region. • Refrigerated units intermixed with shelving.

  19. Signage • Painted marquee above entrance. • Sections of store labeled by region. • Internet kiosk clearly labeled. • Step-by-step instruction sign in the kiosk. • Descriptive signs, hand-lettered look. • Few point-of-sale signs.

  20. Physical Appearance • Overall feeling will be classy, quiet, cozy. • Tungsten lighting, track lighting. • Shelves will have wooden trim. • Finished wooden floor. • Subdued colors: dark green, natural wood. • Ceiling will be dark-colored to suggest unboundedness or being outside in the evening.

  21. Physical Appearance • Awning above entrance. • Merchandise arranged to suggest catalogue displays. • Front window has only a few labels or signs. • Wall decorations will be old-fashioned posters that advertise the products or the regions.

  22. store prototype

  23. The Overview

  24. Front Exterior

  25. Front Doors

  26. From the Lounge

  27. The Cash Wrap

  28. Back of Store

  29. Back of Store

  30. Bathroom

  31. Music • Quiet, instrumental jazz.

  32. Employees • At least two employees at all times. • One manager and two assistant managers per store. • Clerks earn at least 1.6 times min. wage. • Assistant managers earn no more than 2.4 times min. wage. • The manager will earn $40k to $60k per year, depending on store performance.

  33. Employees • Demonstrate skills in our store for management jobs. • Clerks trained in store over a 2-week period. • Assistant managers and managers receive at least one week of training per year at HQ. • Dress is "business casual" with apron. • Employees will have extensive knowledge about the products and the regions.

  34. Customer Interactions • Low-key, friendly, but showing interest. • Optional email newsletter. • Products unconditionally guaranteed. • Employees can spend up to $50 to solve problem. • Provide help with Internet kiosk. • Attempt to educate customer about products.

  35. Taste of Place • Pricing: moderate to premium. • Promotion: few or no coupons or sales. • Advertising • Classier regional magazines. • Travel, living, and food sections of newspapers, especially Sundays. • Email newsletter.

  36. Web Site • Home • Shopping online • Products • By region • Section • Frequently asked questions • Food and Travel • Fun and Educational

  37. Web Site • Customer Service • Stores • Careers

  38. Financial Review

  39. Consolidated Income Statement

  40. Consolidated Balance Sheet

  41. Annual Expense Ratios

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