Perfumania is rolling out a new prototype store for its regional shopping center locations. It plans to apply this new contemporary design to its stores located in strip centers and lifestyle centers, but will only make minor changes in its outlet mall locations.
1. Describe the pros and cons of Perfumania’s outsourcing its site selection and leasing operations versus conducting these activities inhouse.
2. With what types of stores would Perfumania have an af finity? Explain your answer.
3. Describe how Perfumania could seek to renegotiate a lease with an abovemarket rent with a major mall.
4. Comment on Perfumania’s seeking a third location in Mall of America from the perspective of tradingarea overlap.
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