Reference no: EM133166354

Construction is about to begin for expansion of the "Outlet Collection" Mall near the College (along side the QEW highway). The space is designed as an "open air" concept with space for 100 retailers as well as a Farmers' Market and Food Court area Current retailers include: Bass Pro Shop, Bench, Izod, Calvin Klein, and Tommy Hilfiger. It is estimated that more than 8 million people live within a 2-hour drive of the mall. The Niagara Region attracts more than 10 million visits per year. Please answer the following questions as a consultant to the Mall.

1. Describe three elements in the "Business Environment" that would affect stores at the Outlet Mall. Please explain each environmental trend and describe how it would impact the Mall.

2 Describe the decision process a consumer goes through in choosing which mall (or other shopping area) to shop at. How could the Mall owner/operator use this info?

3. Describe two separate target markets that you feel would shop at the Outlet Mall Give a detailed descliption of both farget markets (possibly including: demographic, geographic, psychographic, behavioural factors).

4 Based on your previous answers, describe two businesses (type of store or specific store Brand name) not named above that would benefit from locating at the Outlet Mall. It is critical that your recommendations fit your choices of target markets.