concept shops: where to sell to the masses? (part 1)

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Material No.: 6 Call No.: MM7.20.2-2008-6
Title: concept shops: where to sell to the masses? (part 1) Author: Laarni S. Baluyot
Management Function: Marketing Management Management Sub-function: Place and Location Analysis
Type of Material: Case Study Industry or Sector: Trade
Supplements: Concept Shops: Where to Sell to the Masses? (Part 2) Issue Focus: Entrepreneurship
Copyright By: ACEME, Inc. Copyright Year: 2008
Published by: ACEME, Inc. Published in: Makati City
Year of Setting: 2008 Country of Setting: Philippines
Additional Topics: Macroenvironmental Analysis,Opportunity Screening Source(Course): Master in Entrepreneurship
Body Length: 6 pages Annex/es Length: 3 pages

In choosing the right location for the store, JM Gonzalo started his seach on the macro level, from regions and provinces all over the Philippines down to more specific locations such as malls. The case presents several data from secondary sources showing that there has been a rapid urbanization in the outskirts of Metro Manila. This data alone do not necessarily suggest that locating a retail shop anywhere within these areas will prove to be successful. In fact, there are several considerations that Mr. Gonzalo must take into account before finally settling on a store location. However, by merely looking at the data provided, it automatically qualifies Metro Manila as the most attractive market mainly because of its dense population and the concentration of high-earning and high-spending individuals. With this in mind, Mr. Gonzalo is faced with the task of sifting through this data to help him decide potential locations for his growing number of retail shops engaged in the trading of toys, fashion accessories, school supplies and gift items. 

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