BUILDING A SHOPPING COMPLEX FOR THE GENERATION X (GEN X)
BUILDING A SHOPPING COMPLEX FOR THE GENERATION X (GEN X)
MKT 750 MARKETING MANAGEMENT
Presented byLydia Muhammad Ashraf Danish Noor Hafiza Nor Ermi
DianaNur Shazreen NadiaWan Norafidah
Gen X
THE CRITICAL SUCCESS FACTORS IN SHOPPING COMPLEXES MANAGEMENTTHE
OPPORTUNITIES & THREATS IN BUILDING A SHOPPING COMPLEX FOR
GENERATION XCONTEXT (ENVIRONMENTAL) THAT WILL EFFECT YOUR NEW
SHOPPING COMPLEXTHE CHARACTERISTIC OF CUSTOMERS, MARKET SIZE, THEIR
NEEDS AND WANTS, THE DIFFERENT SEGMENTS AND FUTURE TRENDS/SHIFTSTHE
COMPETITIVE LANDSCAPE, THEIR RELATIVE STRENGTH AND WEAKNESSES AND
TRENDS IN COMPETITIVE ENVIRONMENTTHE SHOPPING COMPLEX DEVELOPMENT
IN MALAYSIATHE DIFFERENT TYPES OF SHOPPING CENTRES
CONTENT
THE OPPORTUNITIES & THREATS IN BUILDING A SHOPPING COMPLEX
FOR GENERATION XCONTEXT (ENVIRONMENTAL) THAT WILL EFFECT YOUR NEW
SHOPPING COMPLEXTHE CHARACTERISTIC OF CUSTOMERS, MARKET SIZE, THEIR
NEEDS AND WANTS, THE DIFFERENT SEGMENTS AND FUTURE TRENDS/SHIFTSTHE
COMPETITIVE LANDSCAPE, THEIR RELATIVE STRENGTH AND WEAKNESSES AND
TRENDS IN COMPETITIVE ENVIRONMENTTHE SHOPPING COMPLEX DEVELOPMENT
IN MALAYSIATHE DIFFERENT TYPES OF SHOPPING CENTRES
THE CRITICAL SUCCESS FACTORS IN SHOPPING COMPLEXES MANAGEMENTWan
Norafidah
1. Location2. Size3. Accessibility4. Design and layout5. Anchor
tenants6. Trade mix7. Shopping environment8. Promotion9.
Visibility
THE CRITICAL SUCCESS FACTORS IN SHOPPING COMPLEXES
MANAGEMENT
Good location:Allow ready accessAttract large no. of
customerIncrease the potential sales of retail outlets1.
LOCATIONIdeal of good location: Located near public transportation
Enjoy all day traffic Have a big catchment population Provide
transport and parking facilities
2. SIZE Refers to its gross floor area The size should be
relevant to the size of the market that it intends to serve. Size
and quality of facilities are also relevant
3. ACCESSIBILITYAccessibility depends on the layout, condition
and congestion of the access road.E.g. : provide access maps,
efficient parking operation.Able to attract pedestrian to pass
through the shopping centre.Provide covered footbridge linking all
shopping centres.Near the side of road and transportation may
benefit from a higher volume of traffic passing through.
4. DESIGN AND LAYOUTSatisfy consumer preferences and provide a
differentiated image.The latest trends in design are energy
conservation and environmentally friendly operation.Travelling
distance from one shop to another must not too far.Good design for
the pedestrian to visit all parts of the centre on one trip without
having to walk through the same are more than once.
5. TRADE MIXTo create a proper trade mix for a shopping centre,
one must study the population of prospective customers to determine
what they likely to buy.Data on population size, age and family or
household composition; leve;s of education, income and
homeownership (versus renting); and ethnic consideration must taken
into consideration.6. SHOPPING ENVIRONMENTA shopping centre must be
updated by altering designs regularly so as to provide a trendy
outlook to attract shopper.Special features like fountains and
landscaping can create luxurious atmosphere.Comfortable and
spacious environment will invite people walking around.Attractive
lighting will bring about the mood of buying.
7. PROMOTIONMarketing refers to the lasing, advertising and
promotion and public relations activities.Marketing is important
for shopping centre as it can maximum the profitability of the
centre, generate traffic flow and increase sale.8.
VISIBILITYShopping centre should be visible to vehicular and foot
traffic because shopping is impulse-based.Good visibility improves
a centres accessibility.Signage of the shopping centre are
important for providing visual cues to the shoppers.
THE OPPORTUNITIES & THREATS IN BUILDING A SHOPPING COMPLEX
FOR GENERATION XCONTEXT (ENVIRONMENTAL) THAT WILL EFFECT YOUR NEW
SHOPPING COMPLEXTHE CHARACTERISTIC OF CUSTOMERS, MARKET SIZE, THEIR
NEEDS AND WANTS, THE DIFFERENT SEGMENTS AND FUTURE TRENDS/SHIFTSTHE
COMPETITIVE LANDSCAPE, THEIR RELATIVE STRENGTH AND WEAKNESSES AND
TRENDS IN COMPETITIVE ENVIRONMENTTHE SHOPPING COMPLEX DEVELOPMENT
IN MALAYSIA
THE DIFFERENT TYPES OF SHOPPING CENTRESTHE CRITICAL SUCCESS
FACTORS IN SHOPPING COMPLEXES MANAGEMENTLydia
THE DIFFERENT TYPES OF SHOPPING CENTRESA shopping center is a
building or set of buildings that contain a variety of retail
units, with interconnecting walkways enabling visitors to easily
walk from unit to unit. (Ho, 2009)A shopping centre involves a
large scale of investment in terms of financial expenditure, length
of time for building the project and the various parties involved.
(Ho, 2009)
Types of shopping center
Regional center: provides a full range of shopping services
comparable to those found in a small central business
district.Super regional center: with over 800,000 sq ft of gross
leasable area, three or more anchors, mass merchant, more variety,
fashion apparel, and serves as the dominant shopping
venue.Neighborhood center: a small-scale malls serving the local
neighborhood. They typically have a supermarket or a drugstore as
an anchor, and are commonly arranged in a strip mall
format.Community center: a larger than neighborhood centers and
offer a wider range of goods. Usually feature two anchor stores.
May also follow a strip configuration, or may be L- or
U-shaped.Lifestyle center: mixed-used commercial development that
combines the traditional retail functions of a shopping mall with
leisure amenities oriented towards upscale consumers.Power center:
are large shopping centers that almost exclusively feature several
big-box retailers as their anchors.Theme/festival center: have
distinct unifying themes that are followed by their individual
shops as well as their architecture. They are usually located in
urban areas and cater to tourists.Outlet center: which
manufacturers sell their products directly to the public through
their own stores. It operated by retailers selling returned goods
and discontinued products, often at heavily reduced prices.
According to Christaller, W. in his study on Central Places in
Southern Germany, Englewood Cliffs,1966, defined shopping center as
below:
Regional Mall: includes a number of variations including
Regional Shopping Center, Regional Corridor, and Regional Community
Center.
Power Centers: also referred to as Power Community Centers and
Power Retail Centers.
Lifestyle Centers: includes Lifestyle Regional Malls
Mixed-use Centers: includes MU Recreation, MU Office/Retail
Complexes.
Shopping-Center-Mall: generic category includes such labels as
Centers, Enclosed Malls, Malls, Shopping Centers, Shopping Malls,
and Associated Centers
Specialty Centers: covers a range of special-purpose centers
including Market Centers, Marketplaces, Festival, Promenade, Retail
and Entertainment, and Town Centers.
Street Retail: includes Downtown Retail and Street Front
Retail.
Retail research has evolved over the past sixty years.
Christaller's early work on central place theory, with its
simplistic combination of range and threshold has been advanced to
include complex consumer shopping patterns and retailer behavior in
agglomerated retail centers. (Eppli & Benjamin, 1994)
Retailers must adapt to attract the older shoppers who will
dominate the shopping centres of the future. Retailers who can get
the formula right have a great opportunity to take market share
from some of today's brands who are still creating products for the
Gen X generation.
THE OPPORTUNITIES & THREATS IN BUILDING A SHOPPING COMPLEX
FOR GENERATION XCONTEXT (ENVIRONMENTAL) THAT WILL EFFECT YOUR NEW
SHOPPING COMPLEXTHE CHARACTERISTIC OF CUSTOMERS, MARKET SIZE, THEIR
NEEDS AND WANTS, THE DIFFERENT SEGMENTS AND FUTURE TRENDS/SHIFTSTHE
COMPETITIVE LANDSCAPE, THEIR RELATIVE STRENGTH AND WEAKNESSES AND
TRENDS IN COMPETITIVE ENVIRONMENTTHE DIFFERENT TYPES OF SHOPPING
CENTRES
THE SHOPPING COMPLEX DEVELOPMENT IN MALAYSIATHE CRITICAL SUCCESS
FACTORS IN SHOPPING COMPLEXES MANAGEMENTNoor Hafiza
THE SHOPPING COMPLEX DEVELOPMENT IN MALAYSIA1963The evolution of
shopping centres development in Kuala Lumpur started with the
opening of the fish supermarket, the Weld Supermarket in Weld Road
(now Jalan Raja Chulan).After that - Emporium Selangor, Globe Silk
Store, Yuyi Emporium and Batu Road Supermarket. All these
supermarkets began their early development as neighbourhood
centres.1990The third generation of shopping centres, from the
1990s to the present;has seen the birth of new giants, with the
size determine the winner of competitionmega sized centres with
vast retail space, often spanning more than two million square feet
and with multiple anchor tenants, multiple mini anchors and a host
of shop lotshuge car parks accommodating more than 3000 vehicles
are common, with a network of internal roads and access to main
roads and highways.Mega shopping centres - Sunway Pyramid, Mid
Valley Megamall, One Utama Shopping Centre, and Tropicana City
Mall. All the mega sized shopping centres have their individual
niche markets and are thriving even facing competition with each
others. For example, Sunway Pyramid integrated with its own planned
resort - Sunway Lagoon. Without exception, all shopping centres
must have good or exceptional merchandise mix and strong retail
attractions in order to succeed in the face of stiff
competition.
2010Government unveiled an Economic Transformation Program (ETP)
which was to launch Malaysia into the high-income country (USD
16,000 per capita) by 2020. In line with this 12 areas have been
identified as National Key Economic Area (NKEAs) which mission is
to implement high-impact projects that will trigger a multiplier
effect on the overall economic growth. The wholesale and retail
business along with the regional development of Kuala Lumpur and
the Klang Valley are now assigned as the National Growth
Conurbation (NGC) to serve as an international trading centre of
the country. Needless to say, shopping centres as a vital component
of NGC retail sector will be playing a catalyst role in the years
leading to 2020.
FUTUREOutside Kuala Lumpur, the Klang Valley zone is a cluster
of major urban areas that are reaching saturated development. These
areas consist of Petaling Jaya, Shah Alam, Gombak, Kajang, Ampang
and Bangi. The pace and pressure of development in these areas have
been such that even slums and dilapidated areas are not spared.
Reuse of urban buildings and areal redevelopment has been
practised.With the inception of the ETP and the NKEAs the
development strategy for the Klang valley is to provide quality
urban life and environment through the provision of integrated
public transport services, travel demand management, world-class
infrastructure and the greening of urban centres. In addition, the
quality of city services is to be substantially improved and
upgraded to support economic development and the distribution of
settlements in the area.
THE OPPORTUNITIES & THREATS IN BUILDING A SHOPPING COMPLEX
FOR GENERATION XTHE CHARACTERISTIC OF CUSTOMERS, MARKET SIZE, THEIR
NEEDS AND WANTS, THE DIFFERENT SEGMENTS AND FUTURE TRENDS/SHIFTSTHE
COMPETITIVE LANDSCAPE, THEIR RELATIVE STRENGTH AND WEAKNESSES AND
TRENDS IN COMPETITIVE ENVIRONMENTTHE SHOPPING COMPLEX DEVELOPMENT
IN MALAYSIATHE DIFFERENT TYPES OF SHOPPING CENTRES
CONTEXT (ENVIRONMENTAL) THAT WILL EFFECT YOUR NEW SHOPPING
COMPLEXTHE CRITICAL SUCCESS FACTORS IN SHOPPING COMPLEXES
MANAGEMENTMuhammad Ashraf Danish
CONTEXT (ENVIRONMENTAL) THAT WILL EFFECT YOUR NEW SHOPPING
COMPLEXOsuagwu, (2009), Ekpunobi, (2008), Anugwon (2005), Ogundele
(2005), Kotler (2003), Imaga (2003), Stoner et al (2002), and
Wilson, et al (1992), external environmental factors that influence
business organisations operations can be categorized into economic
factors, social factors, political factors, and technological
factors
Political refer to the degree of government
interventionMalaysian political condition not really stablemoney
scandal and corruptionforeign investors selling its stocksRetail
Group Malaysia managing director, Tan Hai Hsin the current
political situation is affecting the consumer sentiment level or
buying mood of Malaysian consumers ECONOMICALinclude the inflation
rate, exchange rate, interest rate, employment/ unemployment rate
and other economic growth indicatorsdepreciation of the ringgit is
causing higher import costsGST in April has affected all retail sub
sectorssOcial include career attributes, age distribution,
population and its growth rate, and safety awarenessexample is
Woman Parking created for a single lady driver, Setia City Mall
ParklifeTECHNOLOGICALtechnological changes, R&D activity,
obsolescence rate, automation and of course, innovationexample like
Berjaya Times Square their indoor theme park
THE OPPORTUNITIES & THREATS IN BUILDING A SHOPPING COMPLEX
FOR GENERATION XCONTEXT (ENVIRONMENTAL) THAT WILL EFFECT YOUR NEW
SHOPPING COMPLEXTHE CHARACTERISTIC OF CUSTOMERS, MARKET SIZE, THEIR
NEEDS AND WANTS, THE DIFFERENT SEGMENTS AND FUTURE TRENDS/SHIFTSTHE
SHOPPING COMPLEX DEVELOPMENT IN MALAYSIATHE DIFFERENT TYPES OF
SHOPPING CENTRES
THE COMPETITIVE LANDSCAPE, THEIR RELATIVE STRENGTH AND
WEAKNESSES AND TRENDS IN COMPETITIVE ENVIRONMENTTHE CRITICAL
SUCCESS FACTORS IN SHOPPING COMPLEXES MANAGEMENTNur Shazreen
Nadia
THE COMPETITIVE LANDSCAPE, THEIR RELATIVE STRENGTH AND
WEAKNESSES AND TRENDS IN COMPETITIVE ENVIRONMENTCompetitive
LandscapeCompetitive Landscape analysis identifies your competitors
online and offline. It involves a systematic analysis of the
current environment and what they are doing in the organic search
space.It is a form of analysis that helps a business identify its
primary online and offline rivals. For example, a competitive
landscape analysis might start with an attempt to identify and
understand competitors, followed by an analysis of their strengths
and weaknesses and how the target business can improve upon what
its competition is doing.
Primary CompetitorGamuda WalkGamuda Walk is a unique oval-shaped
building designed to cater not only young people, but also with
families.As a landmark in the city of Myrtle, Gamuda Walk has a
variety of retailers ranging from food and drink, service, health
and beauty, entertainment, and groceries. It is also suitable as a
place to gather with friends and relax with family members while
shopping.Giant Kota KemuningGiant is the largest hypermarket and
supermarket retail chain in Malaysia, holding 10% market share.
Since being acquired by Dairy Farm International, the brand has
been undergoing a -year period of building and improving the retail
chain, making Giant the undisputed leader in Malaysias retail
sector.Giant is a 60-year-old Malaysian brand built on its ability
to deliver low process every day to consumers. The Government has
named many of Giants stores as its low price partner.
SECONDARY CompetitorMydin Mall, USJ SubangMYDIN wholesale
hypermarket opened its doors on Aug 19 in USJ 1 Subang Jaya. The
hypermarket is the first ever for Mydin Mohamed Holdings Berhad and
an addition to the 23 emporiums that the company owns throughout
the country.The retail space area consists of the Rasa Village food
court, food joints, various tenants, a 24-hour MyMart convenience
store, an indoor childrens' play corner called Dino Park, the
outdoor patio featuring open-air cafes and the RM1.2mil 168-inch
LED screen, and, of course, the supermarket.WEAKNESS: Lack of
parking space and Poor staff management
Aeon Bukit RajaAEON CO. (M) BHD. (formerly known as Jaya Jusco
Stores Bhd.) is a leading retailer in Malaysia with a total revenue
of RM3.73 billion in the financial year ended 31st December 2009.
The Company was incorporated on 15 September 1984. AEON Bukit Raja
is located at Klang, just near to Seksyen 7 Shah Alam. AEON Bukit
Raja have a lot to offer, from groceries, clothing, eateries and
even cinema.WEAKNESS; Poor management of shopping complex, Limited
parking space and Limited clothing line for Gen X
Tesco Extra Shah Alam
Tesco Stores (Malaysia) Sdn Bhd owns and operates hypermarkets
in Malaysia. It offers fresh produce, groceries, household items,
and apparel; and its own food and non-food products. WEAKNESS: Paid
parking and Limited Shops
THE OPPORTUNITIES & THREATS IN BUILDING A SHOPPING COMPLEX
FOR GENERATION XCONTEXT (ENVIRONMENTAL) THAT WILL EFFECT YOUR NEW
SHOPPING COMPLEXTHE COMPETITIVE LANDSCAPE, THEIR RELATIVE STRENGTH
AND WEAKNESSES AND TRENDS IN COMPETITIVE ENVIRONMENTTHE SHOPPING
COMPLEX DEVELOPMENT IN MALAYSIATHE DIFFERENT TYPES OF SHOPPING
CENTRES
THE CHARACTERISTIC OF CUSTOMERS, MARKET SIZE, THEIR NEEDS AND
WANTS, THE DIFFERENT SEGMENTS AND FUTURE TRENDS/SHIFTSTHE CRITICAL
SUCCESS FACTORS IN SHOPPING COMPLEXES MANAGEMENTNor Ermi Diana
THE CHARACTERISTIC OF CUSTOMERS, MARKET SIZE, THEIR NEEDS AND
WANTS, THE DIFFERENT SEGMENTS AND FUTURE TRENDS/SHIFTS
WHO ARE THEY?
Accept diversityPragmatic / practicalSelf-reliant /
individualisticReject rulesKiller life living on the edgeMistrust
institutionsMultitaskWant security / stabilityGoals and objective
orientedAdaptableAble to manage timeGets work
doneResponsibleTeam-player
MENTORING DOSCasualFriendly work
environmentInvolvementFlexibility and freedomA place to learn
THEY SEEK PRODUCT INFORMATION
THEY RESPOND TO DIGITAL AND TRADITIONAL ADVERTISING
THEYRE BRAND LOYAL
THEY VALUE DIVERSITY AND INDEPENDENCESHOPPING ATTITUDES
Geographic: Segmenting by region, city or other geographic
basis. In this case, our geographic segmentation is focused on Gen
X who live in Kota Kemuning, Shah Alam.Demographic: Segmenting
based on identifiable population characteristics of Gen X such as
their age, occupation, marital status and so on.Psychographic: This
segmentation approach involves an understanding of the Gen Xes
lifestyle, interests, and opinions.Behavioral: Segmenting the
market based on the Gen X relationship with the type of retailers
and brands or the shopping centers. Example includes the lifestyle
either they are working single adults or retirees with families and
so on.Benefits sought: This approach segments consumer amongst Gen
X on the basis of specific benefits they are seeking from the
shopping centers, such as convenience, or leisure, or value, and so
on.
MARKET SEGMENTATION
CONTEXT (ENVIRONMENTAL) THAT WILL EFFECT YOUR NEW SHOPPING
COMPLEXTHE CHARACTERISTIC OF CUSTOMERS, MARKET SIZE, THEIR NEEDS
AND WANTS, THE DIFFERENT SEGMENTS AND FUTURE TRENDS/SHIFTSTHE
COMPETITIVE LANDSCAPE, THEIR RELATIVE STRENGTH AND WEAKNESSES AND
TRENDS IN COMPETITIVE ENVIRONMENTTHE SHOPPING COMPLEX DEVELOPMENT
IN MALAYSIATHE DIFFERENT TYPES OF SHOPPING CENTRES
THE OPPORTUNITIES & THREATS IN BUILDING A SHOPPING COMPLEX
FOR GENERATION XTHE CRITICAL SUCCESS FACTORS IN SHOPPING COMPLEXES
MANAGEMENT
Complete Facilities Diaper change roomShopping mall benches
Mix of tenants to cater the family members needs.
Wrong tenant selection
Inadequate facilities will be an advantage to the
competitors
THE OPPORTUNITIES & THREATS IN BUILDING A SHOPPING COMPLEX
FOR GENERATION X
