Pennington’s Case Study
The case study aims to find a suitable location for a Pennington store in the City of Cambridge.
The City of Cambridge As a Potential Market
This is a city in Ontario, Canada. The city is great for the re-opening of a Pennington store due to various factors. Its location is ideal, and the annual population growth is one percent. More than one hundred and thirty thousand people in the city have different tastes and preferences for clothes. The city management offers support for new business ventures. Industrial land which is ready for construction is provided and analyzed information to aid in making decisions provided. Site choosing research services are also provided to prospective investors. There are some housing and real estate projects in the area, including Southpoint, Coho Village, Forbes Estates, Moffat Creek, and Zen Townhomes. These establishments are aimed at pulling traffic towards the city hence the availability of customers.
The Target Customer
The target customers for the Pennington are the plus-size women living in Cambridge. It is estimated that more than fifty percent of Canadians are plus-size. Applying the statistics to the second largest province in Canada, Ontario, we can conclude that Pennington already has a population waiting for its re-launch. It is also important to note that many people from corners of the world visit the City of Cambridge, therefore added customers. The niche to be exploited consists of women who are extravagant in their expenditure.
The Site
The ideal location for the store is near the intersection of Hespeler Road and Beaverdale Road. Opposite the site is; Shoppers Drug Mart, Treasure Hunt, and Len’s Mill Store. Next to C&G Solid Wood Furniture and Bimed MTC Animal Health Inc, the location is less than none hundred kilometers from the capital, Toronto. The area is accessible by both people in cars and pedestrians using Stager PI. There are major roads and highways where the distribution and transportation of goods and people are facilitated. There is large traffic from various places as the area is the center for commercial activities. Several companies and consulting firms are located in the area; thus, purchasing power is guaranteed as much money is circulating in the economy. Some of these companies are Aeco Toyota, Novocol Pharma, Aecon Industrial, Caliber Contracting, Buck Naked Soap Company, QPharm Inc, and many more.
There is also a guarantee of labor, both skilled and non-skilled, due to its location. There are several colleges where students are graduating annually. These colleges include Conestoga College of Applied Arts and Technology, Heritage College and Seminary, CATI, and others where graduates with the necessary skills can be hired. The area is endowed with people and consultants with expertise and experience in the clothing industry who can help the company achieve its goals.
The large area it occupies can also be utilized to construct parking lots, which is an incentive to shoppers. There are established stores in the area, such as Len’s Mill Store, whose accessibility is poor compared to the proposed area. Other potential competitors who deal in clothing are located several kilometers away from the location, or they can not offer substantial competition. They include Torrid, which is 26 kilometers away. Maurices Incorporated, Suzy Shier, Melanie Lyne, Old Navy, Winners, Dynamite, Garage, and Rietmans are major stores in the area. They will offer competition, but with Pennington’s reputation for the provision of quality services, success is guaranteed. The competitors mentioned cast an image of Cambridge being a clothing paradise, therefore ready customer base.
Some of the established businesses within the area are Wal-Mart, Hilton Garden Inn, and SmartCenters Cambridge. The area competes with itself with a mixture of businesses. Its population is high and has attraction sites such as the Chilligo Conservation Area.