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Chapter 11 Analyticsi Submit Saved Help Save & Exit Cost and Retail Gravitation Model 1 You are the owner of a very successful toy store the idea of expanding her business by opening another store in Cedar Rapids, lowa. But when you researched the area, you learned that a thriving competitor carrying a line similar to her products operates a store in lowa City, 30 miles away. You are worried that you may have to share your new store's secondary and fringe trading areas, which would respectively attract about 25 percent and 5 percent of her customers, with your competitor. In that case you would lose some of these customers to your competitor because of its proximity. You remember that in your training session at the Chamber of Commerce, you learned how to calculate the breaking point between the city locations of your intended store and the competitor's store using Reilly's Breaking-Point Model. This model will help you determine the optimal location between the two cities. Des Moiner, lowa. You are contemplating ETEPPIEE YETED 100 points eBook Print References You bring out your marketing book and check Reilly's formula. It states that Dab= d/1VPPa Wwhere: 1 Dab is the breaking-point from city A (Cedar Rapids), measured in miles, to city B (lowa City), d is the distance between cities A (Cedar Rapids) and B (lowa City), Pa is the population of city A (Cedar Rapids), and Pb is the population of city B (lowa City) B A 1 Distance between Cities A Population of City A Population of City B Breaking-Point from City A 2 Chapter 11 Analyticsi Submit Saved Help Save & Exit Cost and Retail Gravitation Model 1 You are the owner of a very successful toy store the idea of expanding her business by opening another store in Cedar Rapids, lowa. But when you researched the area, you learned that a thriving competitor carrying a line similar to her products operates a store in lowa City, 30 miles away. You are worried that you may have to share your new store's secondary and fringe trading areas, which would respectively attract about 25 percent and 5 percent of her customers, with your competitor. In that case you would lose some of these customers to your competitor because of its proximity. You remember that in your training session at the Chamber of Commerce, you learned how to calculate the breaking point between the city locations of your intended store and the competitor's store using Reilly's Breaking-Point Model. This model will help you determine the optimal location between the two cities. Des Moiner, lowa. You are contemplating ETEPPIEE YETED 100 points eBook Print References You bring out your marketing book and check Reilly's formula. It states that Dab= d/1VPPa Wwhere: 1 Dab is the breaking-point from city A (Cedar Rapids), measured in miles, to city B (lowa City), d is the distance between cities A (Cedar Rapids) and B (lowa City), Pa is the population of city A (Cedar Rapids), and Pb is the population of city B (lowa City) B A 1 Distance between Cities A Population of City A Population of City B Breaking-Point from City A 2
