REVITALIZATION PLAN FOR REVITALIZATION PLAN FOR MARTIN’SMARTIN’S

Emily ElkinsEmily Elkins

BACKGROUNG AND HISTORY OF BACKGROUNG AND HISTORY OF

MARTIN’SMARTIN’S • John and Will Wakefield founded

Wakefield’s Incorporated in October of 1922

• The brother’s started their business as a Men’s Specialty Store

• Later expanded into a complete family clothing department store

• In 1962, son of Will Wakefield, Martin Wakefield founded Martin’s Family Clothing

BACKGROUNG AND HISTORY OF BACKGROUNG AND HISTORY OF MARTIN’SMARTIN’S

Stores Opened Stores Opened InIn

• Anniston• Oxford• Rainbow City• Decatur• Florence• Carrollton,

Georgia

Store Closed Store Closed

•Oxford Mall in 2009

• Carrollton in 1996

•Anniston’s, Kid’s Depto in 1998

Owners And MangersOwners And Mangers

Wakefield’s Incorporated is now owned by Martin Wakefield’s son and daughter, Will (Bill) Wakefield and Nannette White. The district Manger is Mike Manos. The store manger of the Anniston store is Jeff Fleming.

Problems and GoalsProblems and Goals Monthly Sales for Anniston compared to the Oxford store is the following:

• Month Anniston Oxford • January: 100,000 200,000• February: 100,000 200,000• March: 200,000 300,000• April: 200,000 300,000• May: 200,000 300,000• June: 100,000 200,000• July: 100,000 200,000• August: 150,000 250,000• September: 100,000 200,000• October: 100,000 200,000• November: 200,000 300,000• December: 200,000 300,000

Oxford makes 100,000 dollars more each month.

ProblemsProblems

When speaking with the store manger, he expressed the need more room for the clothing that is already in the store. He also said that most of the clothing fixtures in the store are old and most are broken. Mr. Fleming also stated concerns about the ageing of the store. The light fixtures are old and most are not working. The sound system is outdated, and a speaker fell and hit an employee in 2006 (Fleming). The tile floor is old and has turned brown. The counter for the cash register is falling apart. The desks in each department are in the same shape.

GOALSGOALS

The goal for the Anniston store is to update the lighting and sound system. Expand the store into the office area. Move the offices upstairs and update the inside of the store.

Monthly Sales After Monthly Sales After RemodelingRemodeling

• Month Monthly Sales• January: 200,000• February: 200,000• March: 300,000• April: 300,000• May: 350,000• June: 200,000• July: 200,000• August: 250,000• September: 200,000• October: 200,000• November: 300,000• December: 350,000

Sales expected to go up 100,000 dollars.

Objectives Objectives

With the stores inventory in the first week of January, remodeling will start during the second week of January. The store will close for three and a half months. The store will have a grand-reopening sale on Sunday, April 13, 2008 Just in time for Easter Sales.

Objectives Objectives

During the stores closing, the walls will be re-done, the sales floor will be expanded to the office area, and the bathrooms will be redone. The lighting and sound system will be updated and the carpet will be replaced. All desk and counters will be replaced along with old grids, fixtures, and tables.

STRATEGIES AND TACTICSSTRATEGIES AND TACTICS • During the weeks before the remodeling, the PR,

CEO, and Mangers will work together to contract the remodeling. The PR will over see each step of the process.

• Along with the process, the store will be advertising the Grand-reopening in the local newspaper, Anniston Star; on-line with the companies web site, www.wakefields.com; and with coupons in the companies charge customers monthly statement.

• The PR person will work with a marking team to form a radio commercial to air on local radio stations around the area including 92j in Jacksonville and k98 in Oxford.

EVALUATIONEVALUATION

By the end of April, Martin’s store should have a new look. Martin’s should do enough business in the first month of re-opening to make up the loss of being closed. During the following months Martin’s should meet or even exceed the Oxford store in monthly sales.

Estimated Average Monthly Sales Estimated Average Monthly Sales for the year 2008-09for the year 2008-09

January: 20,000February: closedMarch: closed

April: 350,000May: 350,000June: 200,000July: 200,000August: 250,000

September: 200,000October: 200,000

November: 300,000December: 350,000January: 200,000February: 200,000

March: 300,000