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LULU'S AUTOBAHN FUELS AND LULU'S OSTRICH RANCH
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WILLIAM R. HAYWARD RECOMMENDED MARKETING ACTIONS LULU'S CONOCO information contained within the completed evaluation has been obtained through factors
generated from outside sources and compilation of statistical data (subjective and
objective) required by the Study. As a result, specific market responses have been
identified that require definitive action, The basic function of this analysis is to
identify the market served within the trade area, the needs of that targeted market, and
to satisfy those needs through correct project planning and facility development, A retail
facility that is properly positioned within its market will be successful in terms of
overall operational profitability. It will present the come& image that creates the
identity required to serve Its customer base while attracting mew customers on a routine
basis. The planned facility must respond to the market. It cannot force the market to
respond to it. This is only achieved through strategic market planning which accounts for
the identified and targeted variables that exist within the market place. Based upon the actual study conducted, IMS recommends the following marketing actions
be Implemented: GASOLINE OPERATION will Include. 0 Four single-hose, multiple product dispensers (MPDs) offering three grades of
unleaded product. 0 Gasoline dispensers installed on Individual "dog-bone' islands under a single
canopy. The existing canopy will be replaced. 0 A modified "dive-line" island configuration with expanded spacing between
the fueling lanes. Expanded spacing between fueling lanes and store will be established. 0 Eight distinct fueling positions. 0 Full customer amenities at islands including communication capability. 0 CRINDs (card reader in dispensers) and cash acceptors will be featured on all
dispensers. 0 A totally self-service fueling operation. |