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    Case Study

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    Rajasekaran
    Home Depot opened its first three-story store in Manhattan, catering to multiple urban markets including decorators, contractors, homeowners, renters, and suburban commuters. This store stocks over 100,000 products and offers specialized items and services not found in suburban stores due to the unique needs of urban customers. While some independent retailers fear competition, others believe the large retailers will increase total sales in the area. Home Depot aims to price items the same as other city stores but higher than suburban locations due to greater costs of operating in an urban environment.

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    Case Study

    Uploaded by

    Rajasekaran
    630 views1 page
    Home Depot opened its first three-story store in Manhattan, catering to multiple urban markets including decorators, contractors, homeowners, renters, and suburban commuters. This store stocks over 100,000 products and offers specialized items and services not found in suburban stores due to the unique needs of urban customers. While some independent retailers fear competition, others believe the large retailers will increase total sales in the area. Home Depot aims to price items the same as other city stores but higher than suburban locations due to greater costs of operating in an urban environment.

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    Home Depot opened its first three-story store in Manhattan, catering to multiple urban markets including decorators, contractors, homeowners, renters, and suburban commuters. This store stocks over 100,000 products and offers specialized items and services not found in suburban stores due to the unique needs of urban customers. While some independent retailers fear competition, others believe the large retailers will increase total sales in the area. Home Depot aims to price items the same as other city stores but higher than suburban locations due to greater costs of operating in an urban environment.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    630 views1 page

    Case Study

    Uploaded by

    Rajasekaran
    Home Depot opened its first three-story store in Manhattan, catering to multiple urban markets including decorators, contractors, homeowners, renters, and suburban commuters. This store stocks over 100,000 products and offers specialized items and services not found in suburban stores due to the unique needs of urban customers. While some independent retailers fear competition, others believe the large retailers will increase total sales in the area. Home Depot aims to price items the same as other city stores but higher than suburban locations due to greater costs of operating in an urban environment.

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    CASE STUDY

    Home Depot in New York City:


    Home depot s first store in Manhattan has the distinction of being the chain s first three story
    unit, as well as its first one with a doorman and concierge. The new store caters to multiple
    markets: decorators, building contractors and superintendents, brownstone owners, and
    households that own or rent individual apartments, as well as suburban commuters. As Home
    Depot s astern division president notes, this is !the first time we ve done all this under one
    roof .
    "efore its Manhattan e#pansion, Home depot successfully opened and managed stores in
    downtown Detroit, downtown seattle, and the $incoln %ark neighborhood of &hicago. These
    stores are a clear indication that Home Depot is seeking growth opportunities outside suburban
    markets and that it is able to tailor its merchandise selections to meet the need of urban
    customers.
    'ince the new Manhattan store is in a $andmark preservation area, its store e#terior cannot be
    modified. 'o instead of large permanent signs, the store s signage consists of orange(color
    banners. The store stocks )*,*** different products+ special ordering capability will increase this
    number to,**, *** products. The selection in many product categories is unparalleled for both
    Home Depot and for Manhattan shoppers. -or e#ample, the store offers ,,*** different varieties
    of lighting fi#tures+ .** of these are in stock. And customers can choose among ),*** different
    types of flooring, including area rugs priced from /)** to /0,***. $astly, the store offers 1,)**
    different paint colours that can be mi#ed from its nine paint mi#ing stations. Despite the large
    selection of these items, the store does not have a large department and does not stock
    plasterboard, insulation, or plywood. These items re2uire special orders.
    The store s &helsea neighbourhood location, which used to be full of independent retailers, now
    has such retail category killers as 3ld 4avy, 'taples, "ed "ath 5 "eyond and "est "uy. The
    trend of large retailers coming to this area has some independents concerned. 3thers, however,
    feel that stores like the new Home Depot will increase sales for all merchants in the
    neighbourhood due to the cumulative attraction of chain and independent retailers.
    The idea of the doorman for Home Depot stemmed from the need to help get customers a ta#i or
    to help load their car. The concierge offers directions to a product s location and sends customers
    to the proper aisles. All signs in the store are in nglish, 'panish, and Mandarin to appeal to the
    diverse clientele.
    Home Depot is committed to pricing its products at this location at this location at the same levels
    as other locations in the 4ew 6ork &ity area+ however, prices will be higher than for its typical
    suburban locations. According to one retail analyst, !Manhattan is a bit of a different animal.
    &osts of occupancy and payroll are greater, and the challenges of the Manhattan landscape
    include traffic, the times that people shop, getting it all into the store, and getting it all out to the
    customers7.
    Questions:
    1. Discuss the differences in trading-area size and characteristics for a downtown versus
    a suburban location for Home Depot.

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