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UNIVERSITI TEKNOLOGI MARA
A STUDY ON SUCCESS RATE OFMARKETING STRATEGY FACTORS OF THE
SHOPPING COMPLEX
CASE STUDY:
CITY PLAZA MALL, ALOR STAR
FARHATUL NAJWA BT OMAR
SEPTEMBER 2011JANUARY 2012
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DEPARTMENT OF ESTATE MANAGEMENT
FACULTY OF ARCHITECTURE, PLANNING AND SURVEYING
UNIVERSITI TEKNOLOGI MARA
A STUDY ON SUCCESS RATE OF MARKETING STRATEGY FACTORS
OF THE SHOPPING COMPLEX
CASE STUDY: CITY PLAZA MALL, ALOR STAR
A thesis submitted in fulfilment of the requirements for the award of the Bachelor
Degree in Estate Management (Hons)
FARHATUL NAJWA BT OMAR
2009945331
SEMESTER SEPTEMBER 2011JANUARY 2012
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STUDENTS DECLARATION
Academic Project Title:
A STUDY ON SUCCESS RATE OF MARKETING STRATEGY FACTORS
OF THE SHOPPING COMPLEX
CASE STUDY: CITY PLAZA MALL, ALOR STAR
I declare that this report is the result of my own research, unless otherwise indicated
or acknowledged as referenced work.
In the event that my report be found to violate the conditions mentioned above, I
voluntarily
waive the right of conferment of degree and agree be subjected to the disciplinary
rules and regulations of Universiti Teknologi MARA.
Signature :.
Students Name :...
Date :...
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SUPERVISORS DECLARATION
Academic Project Title :
A STUDY ON SUCCESS RATE OF MARKETING STRATEGY FACTORS
OF THE SHOPPING COMPLEX
CASE STUDY: CITY PLAZA MALL, ALOR STAR
I admit that I had read this report and from my opinion it has fulfilled the
requirements and qualified for the purpose of conferment of Degree of Bachelor of
Estate Management (Hons.)
Signature : ..
Supervisors Name : .
Date : ..
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ACKNOWLEDGEMENT
Alhamdulillah, I thank the Almighty for giving me a chance to complete this
final project successfully on time even though a lot of challenges had to be faced to
make this research.. Thus, I would also like to thank my supervisor, Pn. Hjh.
Noraliza Basrah on her advice and support in preparing this final year project.
In addition, thanks to all City Plaza Mall staff especially Encik
Shahidan in sharing information about the mall.
Thanks also to my beloved parents, Encik Omar Bin Itam and Puan Zabedah
Binti Ibrahim, my siblings, friends and party involved in completing my research,
whether directly or indirectly.
Thank You.
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ABSTRACT
Marketing strategy factors for the shopping complex is important to compete
with others. The factors that involve in this research are location factor, accessibility,
facilities, parking, entertainment, design, management system, tenant mix, sales
promotion, food court and security factor. These factors, will influence the attraction
of the visitors to come to the shopping mall. The problem is some shopping malls
attract both of customers and tenants to come to the shopping malls, but the otherssomehow fail. Through this, the writer set out the objectives which are to identify the
marketing strategy factors, to investigate the preference on the marketing strategy
and to recommend the successful factors of marketing mix strategy for shopping
mall. Scope of this study is to focus on marketing strategy from the customers
perspective. City Plaza shopping mall is selected as the case study for the research. It
is situated at Jalan Tunku Ibrahim, Alor Star Kedah. Data is gathered from interview
and questionnaire which is from primary data. The respondents of questionnaire
consist of the customers and tenants that rent this mall. The data had been analyzed
by using Microsoft Excel and the frequencies graph show the data gathering. This
research also gets data from secondary data which are from journal, books and
internet. Hopefully this research will clearly explain the marketing strategy factors inattract customers come to the mall. Besides that, it is hope too, this research explains
the preference of the marketing strategy of the mall. Moreover, this research is
significant to the management of the mall to improve and rectify their marketing
strategy quality. The preference of marketing strategy for this shopping mall are
location, accessibility, facilities, entertainment, tenant mix and food court factor.
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LIST OF CONTENT
CHAPTER CONTENT PAGE NUMBER
Title Page i
Students Declaration ii
Supervisors Declaration iii
Acknowledgement iv
Abstract v
List of Contents vi
List of Tables xi
List of Figures xii
List of Appendices xiv
CHAPTER 1 INTRODUCTION
1.1Introduction 1
1.2
Problem Statement 2
1.3
Objectives 2
1.4
Research Scope and Limitation 3
1.5
Research Significance 3
1.6
Research Methodology 3
1.6.1 Primer Data 3
1.6.2 Secondary Data 4
1.7
Structure of the Project/ Summary of Study 4
1.7.1 Chapter 1: Introduction 4
1.7.2 Chapter2:Literature Review 4
1.7.3 Chapter3:Case Study 5
1.7.4 Chapter4:Analysis data 51.7.5 Chapter5:Conclusion 5
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CHAPTER 2 LITERATURE REVIEW
2.1 Introduction 7
2.2 Definition 7
2.2.1 Definition of shopping centre 7
2.2.2 Definition of marketing strategy 8
2.3 Types of shopping complex 9
2.3.1 Neighbourhood centre 10
2.3.2 Community centre 10
2.3.3 Regional centre 10
2.3.4 Super regional centre 11
2.3.5 The fashion centre 11
2.3.6 Power centres 122.3.7 Theme / festival centre 12
2.3.8 Outlet centre 12
2.4 Elements of success rate in marketing strategy 13
2.4.1 Location factor 13
2.4.2 Accessibility 14
2.4.3 Facilities 14
2.4.4 Parking 15
2.4.5 Entertainment 15
2.4.5 Design 16
2.4.7 Property and Facilities Management 16
2.4.8 Tenant mix 17
2.4.9 Sales promotion 17
2.4.10 Food court 18
2.4.11 Security 18
2.5 Previous Research or Study and Article 19
2.5.1 Previous study 1 : Kajian Analisa 19
Keberkesanan Pengurusan Hartanah di Pusat
Membeli Belah
2.5.2 Previous Study 2 : Study on The 19
Marketing Strategy Factors Of The
Shopping Complex
2.5.3 Previous Study 3 :Faktor-Faktor 19
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yang Menyumbang Kejayaan Kompleks
membeli Belah
2.5.4 Previous Study 4 : Study on the marketing 20
shopping centres that challenges
in UK context.
2.6 Conclusion 21
CHAPTER 3 CASE STUDY
3.1 Introduction 23
3.2 The City Plaza Shopping Mall 24
3.2.1 Location 253.2.2 Accessibility 25
3.2.3 Facilities 26
3.2.4 Parking 28
3.2.5 Entertainment 28
3.2.6 Design 30
3.2.7 Property and facilities management 31
3.2.8 Tenant Mix 33
3.2.9 Sales Promotion 35
3.2.10 Food court 35
3.2.11 Security 35
3.3 Conclusion 36
CHAPTER 4 DATA ANALYSIS
4.1 Introduction 37
4.2 Research Methodology 37
4.2.1 Questionnaire Design 38
4.2.2 Sampling Size 39
4.2.3 Sampling Technique 39
4.3 Consumer behavior 39
4.3.1 Age 39
4.3.2 Gender 41
4.3.3 Race 42
4.3.4 Occupation 43
4.3.5 Household Income 44
4.3.6 Marketing Tool Usage 45
4.3.7 Customers Activities 47
4.3.8 Time Period to the mall 48
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4.3.9 Customer preference on marketing strategy factor
4.3.9.1 Location Factor 49
4.3.9.2 Accessibility Factor 50
4.3.9.3 Facilities Factor 52
4.3.9.4 Parking Factor 54
4.3.9.5 Entertainment Factor 55
4.3.9.6 Design Factor 56
4.3.9.7 Property and Facilities Management 58
Factor
4.3.9.8 Mixed Tenant Factor 60
4.3.9.9 Sales Promotion Factor 62
4.3.9.10 Food Court Factor 63
4.3.9.11 Security Factor 65
4.4 Conclusion 66
CHAPTER 5 CONCLUSION AND RECOMMENDATION
5.1 Introduction 67
5.2 Finding of the Research 675.2.1 to identify marketing strategy of 70
City Plaza
5.2.2 to investigate the preference on 70
the marketing strategy
`5.2.2.1 Location 71
5.2.2.2 Accessibility 71
5.2.2.3 Facilities 71
5.2.2.4 Parking 72
5.2.2.5 Entertainment 72
5.2.2.6 Design 72
5.2.2.7 Property and facilities management 73
5.2.2.8 Mixed tenant 73
5.2.2.9 Sales Promotion 73
5.2.2.10 Food Court 74
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5.2.2.11 Security 74
5.3 Recommendation 76
5.4 Recommendation for Further Study 77
5.5 Conclusion 78
BIBLIOGRAPHY 79
APPENDICES 81
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List of Tables
Table No. Item Page Number
4.1 Table on Percentage of Customers Visit by Age 39
in City Plaza Shopping Mall
4.2 Table on Percentage of Customers Visit by Gender 41
in City Plaza Shopping Mall
4.3 Table on Percentage of Customers Visit by race 42
in City Plaza Shopping Mall
4.4 Table on Percentage of Customers Visit by Occupation 43
in City Plaza Shopping Mall
4.5 Table on Percentage of Customers Visit by Household 44
income in City Plaza Shopping Mall
4.6 Table on Percentage of Customers Visit by Marketing 45
Tool Usage in City Plaza Shopping Mall
4.7 Table on Percentage of Customers Visit by Customers 47
Activities in City Plaza Shopping Mall
4.8 Table on Percentage of Customers Visit by Time 48
Period to the City Plaza Shopping Mall
4.9.1 Table on Percentage of Customers' Preference 49
on marketing strategy by location factor
4.9.2 Table on Percentage of Customers' Preference 50
on marketing strategy by accessibility factor
4.9.3 Table on Percentage of Customers' Preference 52
on marketing strategy by facilities factor
4.9.4 Table on Percentage of Customers' Preference 55on marketing strategy by parking factor
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4.9.5 Table on Percentage of Customers' Preference 55
on marketing strategy by entertainment factor
4.9.6 Table on Percentage of Customers' Preference 56
on marketing strategy by design factor
4.9.7 Table on Percentage of Customers' Preference 58
on marketing strategy by property and facilities
management factor
4.9.8 Table on Percentage of Customers' Preference 60
on marketing strategy by mixed tenant factor
4.9.9 Table on Percentage of Customers' Preference 62
on marketing strategy by sales promotion factor
4.9.10 Table on Percentage of Customers' Preference 63
on marketing strategy by food court factor
4.9.11 Table on Percentage of Customers' Preference 65
on marketing strategy by security factor
5.1 Table on Percentage of marketing strategy factor that 68
influence customers
5.2 Table on Percentage of Success Rate on Marketing 75
Strategy Factor from the Customers Preference
List of Figures
Figure No. Item Page Number1.1 Flow chart of the research process 6
2.1 The shopping centre marketing mix 20
2.2 Elements of the success rate in marketing strategy 22
from previous research
3.1 Photograph of City Plaza 24
3.2 Location plan of City Plaza shopping mall 25
3.3 Photograph of bus station 26
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3.4 Photograph of surau 26
3.5 Photograph of toilet 27
3.6 Photograph of ATMs machine 27
3.7 Photograph of parking area 28
3.8 Photograph of cinema 29
3.9 Photograph of bowling centre 30
3.10 Photograph of family entertainment centre 30
3.11 Photograph of Popular Bookstore 31
3.12 The organization chart for City Plaza Management Body 32
3.13 Photograph of shoes shop 34
3.14 Photograph of Accessories Outlet 34
3.15 Photograph of Federal Optical 34
3.16 Photograph of Food Court 35
3.17 Photograph of CCTV 36
3.18 Photograph of security guard room 36
4.1 Data Collection Process 38
4.2 Bar Chart on Percentage of Customers Visit by Age 40
in City Plaza Mall
4.3 Bar Chart on Percentage of customers visit by gender 41
in City Plaza Shopping Mall
4.4 Bar Chart on Percentage of customers visit by race 42
in City Plaza Shopping Mall
4.5 Bar Chart on Percentage of customers visit by occupation 43
in City Plaza Shopping Mall
4.6 Bar Chart on Percentage of customers visit by household 44income in City Plaza Shopping Mall
4.7 Bar Chart on Percentage of customers visit by marketing 46
tool usage in City Plaza Shopping Mall
4.8 Bar Chart on Percentage of customers visit by customers 47
activity in City Plaza Shopping Mall
4.9 Bar Chart on Percentage of customers visit by time period 48
to City Plaza Shopping Mall
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4.9.1 Bar Chart on Percentage of Customers' Preference 49
by Location Factor in City Plaza Mall
4.9.2 Bar Chart on Percentage of Customers' Preference 51
by Accessibility Factor in City Plaza Mall
4.9.3 Bar Chart on Percentage of Customers' Preference 52
by Facilities Factor in City Plaza Mall
4.9.4 Bar Chart on Percentage of Customers' Preference 54
by Parking Factor in City Plaza Mall
4.9.5 Bar Chart on Percentage of Customers' Preference 55
by Entertainment Factor in City Plaza Mall
4.9.6 Bar Chart on Percentage of Customers' Preference 57
by Design Factor in City Plaza Mall
4.9.7 Bar Chart on Percentage of Customers' Preference 59
by Property and Facilities Management Factor in City Plaza
Mall
4.9.8 Bar Chart on Percentage of Customers' Preference 60
by Mixed Tenant Factor in City Plaza Mall
4.9.9 Bar Chart on Percentage of Customers' Preference 62
by Sales Promotion Factor in City Plaza Mall
4.9.10 Bar Chart on Percentage of Customers' Preference 64
by Food Court Factor in City Plaza Mall
4.9.11 Bar Chart on Percentage of Customers' Preference 65
by Security Factor in City Plaza Mall
List of Appendices
Appendices Item Page Number
1-A Floor Plan of City Plaza Mall 81
2-A Tenant Mix at City Plaza 84
3-A Questionnaire for Customers at 88
City Plaza Mall
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CHAPTER 1
INTRODUCTION
1.1 Introduction
In Malaysia, shopping malls is an economic activity to become a community
center for social and recreational activity. There is an increasing trend of Malaysians
shopping for pleasure and spending their leisure time in shopping malls ( Zafar,
Morry, Zainurin 2007). Marketing in commercial property like shopping complex is
the activity to market the space that have in the building either it is for let or sell. It
depends on the type of property that are managed and the building owner objectives.
For local shopping complex they must compete with large competitor such as Giant,
Jusco and Tesco. Through this problem, the local shopping complexes need todevelop marketing strategic factors in order to compete with large competitor such as
the hypermarkets to attract customers.
Therefore, this study is focused on the marketing strategy factors that would
attract customers to come to the shopping complex. The aim of this study is to find
the success rate of marketing mix strategy at City Plaza shopping mall.
It also studies on the preference of consumer with regards to the marketing
strategies. This will determine the success rate as the marketing mix strategy of the
shopping mall from the perspective of the customers.
The case study for this project is City Plaza, Alor Star Kedah. This subject
property is situated at Alor Star. City Plaza Alor Star is the oldest shopping mall at
Alor Star. Even though it is old, this shopping complex still has many customers.
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This will help researcher to identify the factors that influence customers come to the
shopping complex.
At the end of this study, the findings will be discussed and presented. The
most efficient of marketing strategy factors will be determined and recommended.
1.2 Problem Statement
The purpose of this study is to determine the marketing strategic factors at
City Plaza Alor Star in order to attract customers.
Dann & Dann (2002) write that marketing can neither predict the market
perfectly, nor have a total insight into the mind of the consumer. What we can do is
quantity the processes, steps and decision-making procedures that lead to offering
products to the markets (the group of people the organization wants to reach) and
creating and maintaining an appropriate marketing mix (product, distribution,
promotion and price).
So from the definition of marketing strategy, some shopping complexes attract
both of customers and tenant to come to the shopping complexes, but the others
somehow fail. For example, introducing various products to attract customers.
However, not all the products can fulfill customer needs.
Therefore in this research, the author would like to identify how an old shopping
complex like City Plaza is able to attract customers through its marketing strategy.
1.3 Research objectives
i.
To identify marketing strategy of City Plaza
ii. To investigate the customers preference on the marketing strategy
iii. To recommend the successful factors of marketing mix strategy for
shopping complex.
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1.4 Research Limitation / Scope
Scope of this research is to focus on marketing strategy from the customers
perspective. City Plaza shopping mall is selected as the case study for the research.
It is situated at Jalan Tunku Ibrahim Alor Star, 0500 Kedah.
In this research the respondents involve in collecting data and information are
the external customers which are the visitors of shopping complex, internal
customers that are tenants, shopping complexs property manager or shopping
complexs marketing manager. Besides that, this research is to fulfill the research
objectives.
1.5 Research Significance
This research will provide knowledge to the property manager in shopping
complex by providing them information which elements in marketing strategy will
make the shopping complex is successful.
Besides that, it will gain optimum profit and maximize the capital value of
property. The tenants also will get the benefit from this study because effective
marketing strategy will increase the rate of customers visiting the shopping complex.
1.6 Research Methodology
During make this research certain methodology has been used to get the
information. All received data are primary data and secondary data.
1.6.1 Primary Data
Primary data is the data that have not been manipulated from any
individual. Usually this data get from information like interviews and
questionnaire.
To get this information, author will give the questionnaire to the
customer of shopping mall.
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Besides that, author will made an interview with property manager or
marketing manager of shopping mall to get more detail on marketing strategy
that been used.
1.6.2 Secondary Data
Secondary data is the data that are obtained from something that have
been manipulated like articles, journals, newspapers, internet and books.
1.7
Structure Of the Project/Summary of the Chapters
To complete this research, author has been classified into 5 chapters.
CHAPTER 1: INTRODUCTION
In this chapter, author explains about introduction to the topic,
problems statement, research objectives, scope/limitation, research
methodology in this research and summary of the chapters.
CHAPTER 2: LITERATURE REVIEW
In this chapter, author explains about previous research done by
different authors. The important definition that involve in this research,
background of this research, opinions and information that related with this
academic project.
CHAPTER 3: CASE STUDY
In this chapter, the case study for the research is presented. The author
explains about information that are related with the case study that are
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Figure 1.1: Flow Chart of the Research Process
Problem
Statement
Research
Objectives
Primary data
- Interview the property
manager or marketing
manager
- Questionnaire to the
customer
Data Collection
Techniques
Secondary Data
- Internet
- Journal
- Newspaper
- Article
Data
Anal sis
Summary of Result,
Recommendation
and Conclusion
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CHAPTER 2
LITERATURE REVIEW
2.1 Introduction
In this topic, the author will explain more in detail definition of shopping
complex and marketing strategy, elements of success rate in marketing strategy and
previous research that relate to this study.
Through the reading from books, journal, article and internet, there are many
elements that will make more attraction to the shopping complex. This building also
must provide the facilities to give comfortable to the visitors.
This chapter also will show the previous research from people about factors
that involved in marketing strategy and how it will attract more customer and tenant
to visit the shopping complex.
2.2 Definition
2.2.1 Definition of shopping centre
Shopping centre can be defined as a building that contains many
units of shops but is managed as a single property. (Pit and Musa, 2008)
The International Council of Shopping Centres (2004) has defined a
shopping centre as a group of retail and other commercial establishments
that is planned.
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developed, owned and managed as a single property, with on-site parking
provided.
A group of planning business activities those built up, right up and
manage as a unit of building in relate with location, size, and types of shop at
business area. This unit provides parking space based on types and size of the
property is also the definition of shopping complex. (Community Builders
Council of the Urban Land Institute: 1990).
Shopping complex is a group of unit which had been manages in one
management system; in planning and sufficient facilities in providing a
comfortable environment for external and internal customers. ( Saaidin ,
2011)
It can be summarised that; shopping centre is a place to make a business
and control with the management system that have their own parking area for
the consumer suitable with the size of the property. Besides that, it provides
facilities for the customers. The objective of shopping centre is to attract
external and internal customers.
2.2.2 Definition of marketing strategy
According to Paul (1993), marketing strategy is a plan designed to
influence exchanges to achieve organizational objectives. Typically, amarketing strategy is intended to increase the probability or frequency of
consumer behaviors. This is accomplished by developing and presenting
marketing mixes directed at selected target markets.
In addition, marketing strategy also can be define as a strategy that
integrates anorganization'smarketinggoals into a cohesive whole. It focuses
on the idealproduct mix toachievemaximumprofitpotential.
http://www.businessdictionary.com/definition/strategy.htmlhttp://www.businessdictionary.com/definition/integrate.htmlhttp://www.businessdictionary.com/definition/organization.htmlhttp://www.businessdictionary.com/definition/marketing.htmlhttp://www.businessdictionary.com/definition/goal.htmlhttp://www.businessdictionary.com/definition/product-mix.htmlhttp://www.businessdictionary.com/definition/achieve.htmlhttp://www.investorwords.com/10294/maximum.htmlhttp://www.businessdictionary.com/definition/profit.htmlhttp://www.investorwords.com/10666/potential.htmlhttp://www.investorwords.com/10666/potential.htmlhttp://www.investorwords.com/10666/potential.htmlhttp://www.businessdictionary.com/definition/profit.htmlhttp://www.investorwords.com/10294/maximum.htmlhttp://www.businessdictionary.com/definition/achieve.htmlhttp://www.businessdictionary.com/definition/product-mix.htmlhttp://www.businessdictionary.com/definition/goal.htmlhttp://www.businessdictionary.com/definition/marketing.htmlhttp://www.businessdictionary.com/definition/organization.htmlhttp://www.businessdictionary.com/definition/integrate.htmlhttp://www.businessdictionary.com/definition/strategy.html -
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http://www.businessdictionary.com/definition/marketing-strategy.html
In can be said that marketing strategy is a plan to achieve the
organizational objectives. Besides that, it is the way to increase occupancy
rate and focus on the group of people that organization want to reach.
Marketing strategies involve selecting and analyzing target markets
and creating and maintaining an appropriate marketing mix ( product,
distribution, promotion and price). as described by ( Ferrel, Lucas and
Luck, 1994).
In other words, it can be said that it consist of selecting and focusing
on the target customer and creating something that can increase the rate of
consumers.
2.3 Types of shopping complex
According to the Pitt and Musa (2008), shopping complex can divided into
eight types which are:
I) Neighbourhood centre
II) Community centre
III) Regional centre
IV) Super-regional centreV) Fashion/specialty centre
VI) Power centres
VII) Theme or festival centre
VIII) Outlet centre
http://www.businessdictionary.com/definition/marketing-strategy.htmlhttp://www.businessdictionary.com/definition/marketing-strategy.html