microenvironmental trends for Perry's (due 10th 10am EST)

1.  Identify at least one factor in each of the following macro-environment categories that would impact Perry’s Department store:

a.  Demographic- We expect Perry’s to attract a consumer between the ages of 30 and 60. If the demographic of the area is of an age outside of this bracket, it will impact the amount of sales in the store.

b.  Economic- We expect the consumer household that shops at Perrys to earn between 75,000 and $99,000 a year.  In the DC area, 10.7% of households make an income between this bracket. If Perry’s can make their store accessible to households in the income range between $50,000 and $74,999, they will be able to access 13.1% of households.

c.  Cultural- Washington D.C attracts nearly 19 million tourists every year. Failure to understand certain symbols and meanings in other cultures may result in poor business.  

d.  Political- The government shutdown will affect many consumers buying power, thus negatively affecting Perry’s.

e.  Natural- reduced the use of paper while at the same time embracing recycling of waste products to minimise environmental pollution; Perry’s encourages the use of sustainable raw materials to perform its business operatives

f.  Technological- Technological factors that could affect Perry’s could be the availability of resources, demand, and production. If new clothing styles are introduced by competitors, it can shift demand away from older fashions and create competition for Perry’s. To remain competitive, Perry’s may add more advanced equipment in their plants like robots, which could lead to firing some workers.  

(Be sure to note your references so that you can refer to them for your project)

           

2.   Identify one competitor of Perry’s in the Washington D.C. area.  What are its strengths? Weaknesses?

One competitor is Macy’s. Strengths of Macy’s are other retailers within Macy’s such as Finishline shoes, Chanel fragrance and beauty and MAC makeup. A weakness of Macy’s is

3.  Discuss in your group how you believe Perry’s can differentiate itself with its competition.

Perrys could differentiate itself from competition by advertising themselves as higher end like Barneys or Nordstroms with low prices like Macy or Boscov's.

4.          a. Take the VALS profile survey.  What is your primary group? What is your secondary group?

http://www.strategicbusinessinsights.com/vals/presurvey.shtml

Natalie - My primary VALS is experiencers. My secondary type is innovators.

b. How can VALS information regarding the Washington DC MSA impact assortment decisions for Perry’s?

5.  Identify at least one zipcode in the Washington DC MSA and plug it into one of the consumer segmentation providers.

https://claritas360.claritas.com/mybestsegments/#zipLookup

https://www.esri.com/en-us/arcgis/products/tapestry-segmentation/zip-lookup