Heritage Mall

Prapt LimkatunyooKevin ScofieldNanut SittniphongWannaporn SrinivesBlaine YamamotoDenise Yeh

Red Robins Overview

Spoke to Jeff (Manager) Background Information

– Albany location was established on September 13th, 2001– Casual Dining Restaurant– Target market is “soccer mom’s” with a couple of kids

Sports is shown on televisions situated around the restaurant and in the restrooms in an effort to target father’s

– 60% of weekly business occurs between Friday evening and Sunday afternoon

SWOT Analysis

Strengths– People– 1st Casual Diner – Bottomless Fries– Location– Customer Service

Weaknesses– Small Patio Seating– Small Commercial Group– Store Layout– Higher prices compared to fast food establishments

SWOT Analysis

Opportunities– Special Events– Open Another Location

Threats– Wyatt’s – Other Competitors

Applebee’s – Will be opening a store in Albany next year

Olive Garden

Target Overview

Second Largest General Merchandise Retailer Over 1,250 Stores in 47 States Albany Target – Opened 1989 Business Hours

– Monday to Saturday 8a.m. – 10p.m.– Sunday 8a.m. to 9p.m.

Busy During Afternoons and Weekends

SWOT Analysis

Strengths– Experienced Team– Employees Have Good Relationships– Anchor Store of The Mall– Target Name

Weaknesses– Resistance To Change– Location– Remodeling – Company Controlled

SWOT Analysis

Opportunities– Remodel Finish in October– A New Pharmacy– Renovating Food Area– New Racks

Threats – Competition – Individual Bias

Ross Overview

Ross Stores, Inc. began in 1982 -six stores in the San Francisco Bay Area In 2003, there were 568 Ross ‘Dress For Less’ Stores in 25 states and Guam Acquires excess merchandises from manufacturers dd’s DISCOUNTSSM, a new off-price concept targeting the

needs of lower-income households 30,000 gross square feet in a self-service, easy-to-shop format Focus group: value-conscious 25-54 years old Middle to upper-middle income level

SWOT Analysis

StrengthsStrengths– Low operation costs– Low price clothing, accessories, home applies -

20-60% saving– Wide rage of products– Convenient location- neighborhood shopping

center

SWOT Analysis

WeaknessesWeaknesses– Unorganized– No guarantee of the

product availability– Poor customer service– Too few employees:

about 4

SWOT Analysis

OpportunitiesOpportunities– Utilize the website

Click-and-mortar– Better economic conditions– Americans spend most of their time shopping (not

include time at work and at home)

SWOT Analysis

ThreatsThreats– Poor image – only for low income customers– Online retailers– Greater size and efficiency retailers: Wal*Mart,

Target

Bath & Body WorksBath & Body Works

Bath & Body WorksBath & Body Works

Bath & Body Works was founded in New Albany, Ohio in the fall of 1990.

A division of Limited Brands, Inc., Bath & Body Works now has more than 1,700 stores nationwide.

Aim to bring innovation, quality and performance of its products to customers.

Bath & Body Works Heritage MallBath & Body Works Heritage Mall

Store Manager: Joanna Have been in the Heritage Mall for 5 years. Hours: Same with the Mall Busiest Hours: Depends. Customer: Loyal customer. Mother’s day big promotion. Best Seller: New Items

Bath & Body Works

SWOT Analysis StrengthsStrengths - Strong loyal customer base. - No similar store in the mall. - Recognized brand name. - Distinct store image in the mall. - Good store atmosphere. - Friendly employees. - Clean in-store sample. - Mall brings the traffic flow. - Click and mortar retailer.

Bath & Body WorksBath & Body Works

SWOT Analysis WeaknessesWeaknesses - High-end product not

match Albany’s profile.

- Most of the mall traffic is

not their customers.

- Inflexible operation hours.

OpportunitiesOpportunities - Old Navy opened in end of - Old Navy opened in end of

August may bring the August may bring the consumer traffic they want.consumer traffic they want. - More local promotions.- More local promotions. - Same promotion timing - Same promotion timing with the anchor stores.with the anchor stores.

ThreadsThreads - - Beauty products in Target, hair salon, Ross, Sears, and Gottschalk’s

Coach House GiftCoach House Gift

Coach House Gifts

Since 1969, Coach House Gifts has offered Hallmark products and fine gifts across the country, and now it is the nation's premier retailer of greeting cards, collectibles, upscale gifts and items for the home.

Good reputation of service, selection and convenience.

Many Coach House Gifts stores are also Hallmark Gold Crown.

In Oregon, there are two Coach House Gifts store (Heritage Mall and Getaway Mall)

Hallmark Cards, Inc. Company

As the #1 producer of warm fuzzies, Hallmark Cards is the Goliath of greeting cards.

The company's cards are sold under brand names such as Hallmark, Shoebox, and Ambassador and can be found in more than 42,000 US retail stores (about 4,200 of these stores bear the Hallmark Gold Crown name; the majority of these stores are franchised).

Hallmark also owns Binney & Smith (maker of Crayola brand crayons) and portrait studio chain The Picture People.

‧It offers electronic greeting cards and flowers through its Web site, Hallmark.com ‧Produces television movies through Hallmark Entertainment and the Crown Media unit.

Coach House Gifts in Heritage MallCoach House Gifts in Heritage Mall

Store Manager: Desiree Whither Have been in the Heritage Mall for 5 years. Female 18-65+ customer base Recruiting continually Busiest Hours: 3-4 pm High-end store

SWOT Analysis StrengthsStrengths

- No other Hallmark or similar store in Albany.

- Distinct store image in the mall.

- Well-known brand name (Hallmark).

- Gottschalk’s brings them customers. brings them customers.

- Friendly employee.

- Destination store.

Coach House Gifts in Heritage MallCoach House Gifts in Heritage Mall

WeaknessesWeaknesses - Heritage mall is not a busy mall. - Most of the mall traffic is not their customers. - Inflexible open hours.

Coach House Gifts in Heritage MallCoach House Gifts in Heritage Mall

SWOT Analysis

OpportunitiesOpportunities - The coming of Old Navy will bring desirable customer base. - More direct marketing to Albany area.

ThreadsThreads - No immediate thread right now. - Cards and gifts in Target, Ross in the mall, and Fred Myer and other stores out of the Mall.

Everyone’s Mall ?Everyone’s Mall ? Or Women’sOr Women’s

Gottschalks

– One-time responsive manager said:

“ I received your message you left here in the store.  Please give me more information as to what you are looking for? Thank you. Lawrence LaJoie Store Manager Albany ”

General info- Regional department store chain headquartered in

Fresno, California - Selling housewares, clothing, fragrances, jewelry.- Celebrating 100th year of business

Gottschalks

Strengths- Plenty of parking- Visible, adjacent to major streets& intersection- Heritage Plaza located just opposite- Good customer service- Nice and spacious store layout- Proper ventilation- Special events

Weaknesses- Low brand awareness- No remarkable or outstanding reputation for values they brings to

customers

Gottschalks

Opportunities- More advertising to create brand awareness- Spread the news of upcoming events- OSU students or students from other

schools/universities nearby.- Strengthen their private label brands – allowing them

to be competitive by distinguishing themselves from competitors.

- Online shopping and a better website

Gottschalks

Threats

- Ross

- Woodburn

- Other retailers in that area

- Advertising

Heritage Shopping Mall

Donna R. Green ( General manager of Heritage Mall )

Name “Heritage” comes from the name of the oak tree nearby the mall Heritage Mall first opened November 2 1988 , relationship with

Target ,Emporium , Sears and JC Penny Currently Department Stores : Target , Ross , Sears and GottschalksTarget Groups : mainly 35, senior and younger ( mixture of all three) Mall has 85 % occupancy Old Navy is coming September 6 Future plan is replace bad performing stores to have larger and well

known name stores ex. Pac Sun, AE.Key periods for Ad : Back to school , Valentine , Dad&Mom’s day ,

Christmas

Map and Directory

Department Stores Health & Beauty

Accessories Jewelry

Apparel Services

Cards, Gifts & Books Special shops

Food & Restaurants

Footwear

Music, Electric & Cameras

Heritage Shopping Mall SWOT

Strengths Good location: close to I-5 , highway 34 and Corvallis

Parking lots are big enough and concern about senior group

Various kinds of store for everybody

New store is coming : Old navy

Clean place for shopping

Weaknesses Construction makes inconvenience

Parking lots are too big

Customer service

Small food court

Customers need more entertainment ex. Ice skating

SWOT Analysis

Opportunities - Place for community : a lot of senior people ( discussion

group) - Easy to come ( signs along the road) - Advertising : Cable , newspaper , radio , billboard - Special events all year long : because it can bring people,

and built customer loyalty by these events - No competitors in Albany ( according to Donna) - “Even it rains or hot outside , people still visit the mall”

(Heritage Mall customer)

SWOT Analysis

Threats

Mall name “ Heritage” feel like sell old stuff or antique

Competitors are not in Albany but outside Albany are Salem Center , Lancaster Mall , Gateway Eugene , VRC

K mart is also competitor

Should Heritage be changed the name to “White Oak”?

Visit Heritage Mall Website @ www.heritagemall.com

Mall Hour : Mon-Fri 10.00-9.00

Sat 10.00 - 7.00

Sun 10.00 – 6.00