Complete the full analysis to determine the store margins when Reed sells some Reed's experience in other markets was that dollar specials increased same store traffic by 4.00%. Collins also saw that during a typical week, 3.00% of sales were for dollar special items. The average price reduction was from $2.89 per item to $145. Exhibit 2: Estimated Comparative Operating Statements for Three Chains Reed Gross Margin Expenses: 21.4 Payroll, taxes, benefits Property rental Utilities Advertising Supplies Depreciation Maintenance All other 12.1 1.2 1.2 0.8 0.7 2.1 Total expenses Operating profit Source: Company records and estimates a. Includes insurance, taxes, licenses, equipment rentals, and other services b. Estimated- Aldi does not release this information c.Composite of Dollar Tree, Family Dollar and Dollar General 20.6 2.1 Exhibit 1 Estimated Columbus Market Competitor Size, Growth and Market Share, 2005-2010 (fas of 4/10/2010) EstimatedEstimated Estimated Estimated Number of Change Annual 2010 total sales Columbus Columbus in stores Sales Per Total change % Market Stores in 2005- Retailer Posit Sales 2005 005 425 Share Store 2010 25 1010 (millionsa) (millions) 2010 2010 632.5 1400% 0 26.1 Reed 100% 18 406.6 190 Total For all competitors Source: Company estimates a. Estimated dollar store sales include grocery and general merch andse, Walmart, Target and Nareho st stores exclude general merchandise