SUBMITTED DATE 15-08-2014 National College of Business Administration & Economics LAHORE
EXECUTIVE SUMMARY
By the grace of our respected instructor Basit Afzal we have been assigned a topic store location analysis of the brand name Johnny Rockets, well known American fast food chain working internationally with its 300 outlets in 24 countries. It started its operation in Pakistan by hamdan international and after unveiled in Karachi they open new outlet in 2nd largest city Lahore in Z- block, DHA because they seek and target porches communities around. It is located in the commercial area of DHA Lahore, where the parking space is common for all the stores around. And thus it also gets crowded specially in weekends and acts as a repellent for the store. Major competitors and neighbors within 1 kilometer distance are Mc Donalds, KFC, Hardees, Subway, Submarine, Coffee Planet, Gloria jeans coffees.
CONTENTS
INTRODUCTION------------------------------------------------------------------------------------ RETAIL LOCATION STUDY--------------------------------------------------------------------- An introduction Factors in detail JOHNNY ROCKETS LOCATION ANALYSIS------------------------------------------------ QUANTIFYING THE DATA--------------------------------------------------------- Conclusions--------------------------------------------------------------------------------
Johnny Rockets is recognized worldwide as the place to go for delicious food, friendly service and a fun dining experience. The companys casual ambiance, upbeat music and passion for guest engagement should be very well-received by our family- focused culture. Theres really nothing quite like Johnny Rockets here in Pakistan, and local residents and area visitors should warmly embrace what makes it so special. Throughout the world, people appreciate home-cooked goodness of classic comfort food; good service and a bright, clean, cheerful atmosphere. Johnny Rockets serves simple, great-tasting food from a menu of all-American favorites, including juicy 1/3-pound burgers, crispy American Fries, classic sandwiches and rich, delicious hand-spun shakes. It's the place to go for friendly service, flavorful food, uplifting music and relaxed, casual fun. The all-American Rock n Roll theme is one that has proven to be universal and that leaps across all geographic and cultural boundaries. Address: Z-Block,DHA, Lahore
RETAIL LOCATION STUDY An INTRODUCTION Retail and service centers are often the final stocking points in a physical distribution network. They include facilities like departmental stores, supermarkets, branch banks, medical centers and restaurants etc. Location analysis for these points is highly sensitive to revenue and accessibility factors rather than cost factors. Few Factors that influence Location Selection in Retail outlets are: Competitors Population of trade area Customer Traffic Nearness to Complimentary Outlets Parking Availability Community Attitude The Location of the Retail Store plays a very important role in its Success. It is an integral and crucial part of the Retail Strategy as the location of the Store conveys a lot about its image. It also influences the merchandising mix and layout of the store. As once Set-up, a retailer can change its merchandise mix, adjust prices, improve communication/ services but it's very difficult to change the location. So a lot of Planning, Resources, and Research go in before Deciding upon some Location, Be it about penetrating into a new city, new customer segment or a new location within the city but a lot of thought goes into every single thing. Where you choose to locate your retail business will have a major impact on everything your shop does. The difference between selecting the wrong location and the right site could be the difference between business failure and success. Before choosing a retail store location, defining the business, both for now and in the future is important. And thinking about the issues like: Who are your target customers? How do you want your store? Determining the business area, store location and the store size. Without the answers to these basic questions, it will be hard to find the perfect location for generating the maximum amount of profit for the retail store.
TAKING SOME FACTORS IN DETAIL TYPE OF GOODS What kind of products the business is selling, as some goods will require certain types of locations. Would your store be considered a convenience store, a specialty shop or a shopping store? Convenience goods require easy access, allowing the customer to quickly make a purchase. A mall would not be a good location for convenience goods. This product type is lower priced and purchased by a wide range of customers. Specialty goods are more unique than most products and customers generally won't mind traveling out of the way to purchase this type of product. This type of store may also do well near other shopping stores. POPULATION AND THE CUSTOMER If the retailer is choosing a city or state to locate the retail store, a thorough research of the area before making a final decision is to be carried out. Reading local papers and speaking to other small businesses in the area helps. Obtaining location demographics from the local library, chamber of commerce or the Census Bureau also gives a lot of idea. Any of these sources have information on the area's population, income and age. Knowing who are the customers, and assuring a location where your customers live, work and shop. ACCESSIBILITY, VISIBILITY AND TRAFFIC Don't confuse a lot of traffic for a lot of customers. Retailers want to be located where there are many shoppers but only if that shopper meets the definition of their target market. Small retail stores may benefit from the traffic of nearby larger stores and also by complementary stores. How many people walk or drive past the location? Is the area served by public transportation? Can customers and delivery trucks easily get in and out of the parking lot? Is there adequate parking? Depending on the type of business, it would be wise to have somewhere between 5 to 8 parking spaces per 1,000 square feet of retail space. When considering visibility, look at the location from the customer's view point. Can the store be seen from the main flow of traffic? Will your sign be easily seen? In many cases, the better visibility your retail store has, the less advertising needed. A specialty retail store located six miles out of town in a free standing building will need more marketing than a shopping store located in a mall. COMPETITION AND NEIGHBOURS Other area businesses in your prospective location can actually help or hurt your retail shop. Determine if the types of businesses nearby are compatible you're your store. For example, a high-end fashion boutique may not be successful next door to a discount variety store. Place it next to a nail or hair salon and it may do much more business. LOCATION COSTS Besides the base rent, consider all costs involved when choosing a retail store location. Who pays for lawn care, building maintenance, utilities and security? Who pays for the upkeep and repair of the heating/air units? If the location is remote, how much additional marketing will it take for customers to find you? How much is the average utility bill? Will you need to make any repairs, do any painting or remodeling to have the location fit your needs? Will the retailer be responsible for property taxes? The location you can afford now and what you An afford in the future should vary. It is difficult to create sales projects on a new business, but one way to get help in determining how much rent you can pay is A find out what sales similar retail businesses are making and how much rent they're paying. PERSONAL FACTORS If you plan A work in your store, think about your personality, the distance from the shop A home and other personal considerations. If you spend much of your time traveling to and from work, the commute may overshadow the exhilaration of being your own boss. Also, many restrictions placed on a tenant by a landlord, management company or community can hamper a retailer's independence. SPECIAL CONSIDERATIONS Your retail shop may require special considerations. Make a list of any unique characteristic of your business that may need to be addressed. Will the store require special lighting, fixtures or other hardware installed? Are restrooms for staff and customers available? Is there adequate fire and police protection for the area? Is there sanitation service available? JOHNNY ROCKETS LOCATION ANALYSIS The category of our given store Retail fast food chain By superior instruction of our respectable instructor, we selected Johnny rockets for its location analysis assignment to satisfy the requirements of the course we study, retail management.
In terms of analysis of location of Johnny rockets we consider: Consumer base Paying Capacity Socio Economic conditions of the residents around A visible, accessible store location Budget constraints Parking Competitors around Store Size availability And as far as the difference is considered First it was in the CONSUMER BASE Johnny rockets basically target upper segment of the society and looks for rich paying families around, targets Youth and Business Clients. We see enormous potential in this highly populated region that, up until now, had never seen a fun-focused restaurant like Johnny Rockets, explained Fuller. As an economic hub in one of Pakistans most accessible cities, we foresee exponential opportunities in this rapidly expanding consumer market. Another difference being the STORE SIZE Less than a month after its flagship restaurant was unveiled in Karachi, a second Johnny Rockets opened doors on January 17th in Lahore, the countrys second largest city. The highly anticipated opening is part of a strategic plan by Hamdan International to bring ten Johnny Rockets restaurants to Pakistan within the next decade. Measuring 8,200 square feet and encompassing multiple floor levels, this marks the companys largest restaurant of its more than 300 locations, worldwide. This is a very big consideration before locating a store location. VISIBILITY: When considering visibility, look at the location from the customer's view point. Can the store be seen from the main flow of traffic? Will your sign be easily seen? In many cases, the better visibility your retail store has, the less advertising needed. A specialty retail store located six miles out of town in a free standing building will need more marketing than a shopping store located in a mall. With a stunning glass-encased exterior and the signature neon signs of Johnny Rockets, corner building of the street front Z Block venue is poised to attract local residents and visitors eager to embrace the brands iconic taste of Americana. Visibility becomes a very important factor in a store to increase the number of foot falls in the store. COMPETITORS: With so many fast food chain stores present in the same city, or in the country, Johnny rockets wanted to be the first catcher. It holds a huge space on the ground of commercial market, Z- block DHA. While its competitors may have better place & location than jonny rockets. SIGNAGE, ZONING AND PLANNING POLICIES: Before signing a lease, be sure you understand all the rules, policies and procedures related to your retail store location. Contact the local city hall and zoning commission for information on regulations regarding signage. Ask about any restrictions that may affect your retail operation and any future planning that could change traffic. Johnny rockets running its fast food restaurant in a porches society DHA, where DHA makes their own policies for the sake of betterment and maintenance of society. And every one is liable to follow these rules and regulations.
THE PROCEDURE First of all we determined the major factors that are to be considered while selecting a location on our own judgment and also instruction of our honorable instructors. After this, we visited the outlets of Johnny rockets and interacted with the key personnel there. Based on the information provided by them we allotted weights to these factors. The weights were assigned on a scale of 1 to 10 with weights approaching 10 indicating great importance. Thereafter the outlets were given scores individually from 1 to 10 with scores approaching 10 referring to favored location status.
QUANTIFYING THE DATA Johnny rocket
FACTORS WEIGHTAG E POINT S % score SCORES Visibility 10 8 Accessibility 10 8 Parking Space 10 7 Store location 10 9 Customer traffic 10 9 Store size 10 9 External environment
10 8 Total score 70 58 58/70*100=82.86
0 1 2 3 4 5 6 Category 1 Category 2 Category 3 Category 4 Series 1 Series 2 Series 3 0 2 4 6 8 10 12 Visibility Accessibility Parking Space Store location Customer traffic Store size External envirement Series1 Series2 Series3 CONCLUSION:
Johnny rockets Location plan is feasible enough. Being centrally located it is able to attract the masses. Since its target audience is the upper class of the society, the location is close to its customer base. However the location costs a lot to the owner and a major part of the revenues is used in the location which happens to be the major drawback. Moreover since its located in the commercial area of DHA Lahore, where the parking space is common for all the stores around. And thus it also gets crowded specially in weekends and acts as a repellent for the store.
APPENDIX
RETAIL SITE SELECTION CHECKLIST Local Demographics Population Density Lifestyles of Consumers Income Age Population of nearby Special markets Traffic Flow & Accessibility Number and Type of Vehicles Passing Location Access of Vehicles to Location Number and Type of Pedestrians Passing Location Quality of Access Streets Presence of Physical Barriers affecting trade area Retail Competition Trade Area Size Number and Types of Stores in Area Key Players in General Area Competitiveness of Other Merchants Number and Location of Direct Competitors in Area Number and location of Supporting Competitors in Area Site Characteristics Number of Parking Spaces Available Distance of Parking Areas Visibility of Site from Street Type of Zoning Traffic Counts\ General Appearance in Area Legal Issues Zoning and Building Codes Zoning determines HOW a particular site can be used Building Codes determine the TYPE of building, signs, type of parking etc. Signs Licensing Requirements
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