Step 1: Evaluate alt. geographic areas

-residents

-existing retailers

Step 2: Determine isolation or shopping center

Step 3: Select location type

Step 4: Analyze alternate sites in specific location type (step 3)

D: better assortment, image, larger trading area

"Dunkin' Donuts: Its worth the trip"

P: no own traffic, no real trading of own

-dependent on 2ndary traffic

trading area that is a:

*Geographic area

*contains customers of particular firm/group

-for specific goods/services