FORUM WORKSHOP
Forum Workshop
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THE MORAL OF THE STORY
Go slow if you decide to expand. More isnʼt
better unless more meets the same criteria as
the first: there is market demand and you make
money. Clair and Twila Hale owned two Hallmark shops in one mall and a third in the mall
across the street. The demand for greeting
cards and seasonal gifts is strong; their ability
to carry an inventory of popular and constantly
changing gifts has enabled them to keep up
with market demand, and, essentially, become
their own competition. In response to a recent
mall renovation, the Hales moved one of their
two shop s into a third shopping center five
miles away.
Carriage Horse Liveryʼs
president,
Wayne Scott, started
his business with
two horses and two
reproduction
carriages. The company grew to 10
carriages, 18 to 20 horses, 2 hay wagons, a
sleigh, and a horse-drawn trolley. Wayne said
ten carriages is all that the city can support.
However, another company competes with his.
Still, he realizes that for the hours and demand
he anticipated in a city the size of Salt Lake, he
has enough. His “enough” was based on being
the only such business in the city; competition
may change the statistics. Competition also
prompted him to start advertising, which may
increase demand in his favor.
continued..
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