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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:




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 :




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


4.3 Table on Percentage of Customers Visit by race 42


4.4 Table on Percentage of Customers Visit by Occupation 43


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


on marketing strategy by accessibility factor


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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on marketing strategy by entertainment factor


on marketing strategy by design factor


on marketing strategy by property and facilities

management factor


on marketing strategy by mixed tenant factor


on marketing strategy by sales promotion factor


on marketing strategy by food court factor


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


4.4 Bar Chart on Percentage of customers visit by race 42


4.5 Bar Chart on Percentage of customers visit by occupation 43


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


by Accessibility Factor in City Plaza Mall


by Facilities Factor in City Plaza Mall


by Parking Factor in City Plaza Mall


by Entertainment Factor in City Plaza Mall


by Design Factor in City Plaza Mall


by Property and Facilities Management Factor in City Plaza

Mall


by Mixed Tenant Factor in City Plaza Mall


by Sales Promotion Factor in City Plaza Mall


by Food Court Factor in City Plaza Mall


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

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