Marketing 16th Edition by William Pride,Ferrell

تمرين 18

have extended product lines, including a revised design meant to appeal to young consumers and features like custom bike shops with around-the-clock technicians. Highlighting bike offerings is a strategy that is paying off in times when people are searching for cheap means of transportation.
These days, the company is still opening new stores, but it's also moving out of shopping centers as older leases come up for renewal. It now prefers 15,000-square-foot free-standing stores located in lifestyle shopping centers or urban centers, ideally in or near areas where people enjoy outdoor activities. The recession hurt the entire retail industry, and EMS was no exception, so it has been keeping a close eye on expenses as the economy improves. The retailer is also boosting profit margins by stocking more private-branded products. Given EMS's renewed focus on core customers, and its most recent decisions about choosing retail locations, the company is poised to climb even higher in the coming years.
1. What changes occurred at EMS that caused the company to lose its unique retail position?
2. Evaluate the CEO's decision to take the company back to its roots.
3. Why would EMS prefer to open in a lifestyle shopping center rather than a regional shopping center? Do you agree with this retail location decision? Explain your answer.