MKT 750 MARKETING MANAGEMENT MBA Credit to my team member; Lydia Muhammad Ashraf Danish Noor Hafiza Nor Ermi Diana Nur Shazreen Nadia Wan Norafidah

1. BUILDING A SHOPPING
COMPLEX FOR THE
GENERATION X
(GEN X)
MKT 750 MARKETING MANAGEMENT
Presented by
 Lydia
 Muhammad Ashraf Danish
 Noor Hafiza
 Nor Ermi Diana
 Nur Shazreen Nadia
 Wan Norafidah

2. GEN X

3. THE CRITICAL SUCCESS
FACTORS IN SHOPPING
COMPLEXES MANAGEMENT
THE OPPORTUNITIES &
THREATS IN BUILDING A
SHOPPING COMPLEX FOR
GENERATION X
CONTEXT (ENVIRONMENTAL)
THAT WILL EFFECT YOUR NEW
SHOPPING COMPLEX
THE CHARACTERISTIC OF
CUSTOMERS, MARKET SIZE,
THEIR NEEDS AND WANTS, THE
DIFFERENT SEGMENTS AND
FUTURE TRENDS/SHIFTS
THE COMPETITIVE
LANDSCAPE, THEIR RELATIVE
STRENGTH AND WEAKNESSES
AND TRENDS IN COMPETITIVE
ENVIRONMENT
THE SHOPPING COMPLEX
DEVELOPMENT IN MALAYSIA
THE DIFFERENT TYPES OF
SHOPPING CENTRES
CONTENT

4. THE OPPORTUNITIES &
THREATS IN BUILDING A
SHOPPING COMPLEX FOR
GENERATION X
CONTEXT (ENVIRONMENTAL)
THAT WILL EFFECT YOUR NEW
SHOPPING COMPLEX
THE CHARACTERISTIC OF
CUSTOMERS, MARKET SIZE,
THEIR NEEDS AND WANTS, THE
DIFFERENT SEGMENTS AND
FUTURE TRENDS/SHIFTS
THE COMPETITIVE
LANDSCAPE, THEIR RELATIVE
STRENGTH AND WEAKNESSES
AND TRENDS IN COMPETITIVE
ENVIRONMENT
THE SHOPPING COMPLEX
DEVELOPMENT IN MALAYSIA
THE DIFFERENT TYPES OF
SHOPPING CENTRESTHE CRITICAL SUCCESS
FACTORS IN SHOPPING
COMPLEXES
MANAGEMENT
 Wan Norafidah

5. 1. Location
2. Size
3. Accessibility
4. Design and layout
5. Anchor tenants
6. Trade mix
7. Shopping environment
8. Promotion
9. Visibility
THE CRITICAL SUCCESS
FACTORS IN SHOPPING
COMPLEXES
MANAGEMENT

6.  Good location:
Allow ready access
Attract large no. of
customer
Increase the potential
sales of retail outlets
1. LOCATION
 Ideal of good location:
 Located near public
transportation
 Enjoy all day traffic
 Have a big catchment
population
 Provide transport and parking
facilities

7. 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. ACCESSIBILITY
 Accessibility 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.

8. 4. DESIGN AND LAYOUT
 Satisfy 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.

9. 5. TRADE MIX
 To 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 ENVIRONMENT
 A 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.

10. 7. PROMOTION
 Marketing 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. VISIBILITY
 Shopping centre should be visible to
vehicular and foot traffic because
shopping is impulse-based.
 Good visibility improves a centre’s
accessibility.
 Signage of the shopping centre are
important for providing visual cues to
the shoppers.

11. THE OPPORTUNITIES &
THREATS IN BUILDING A
SHOPPING COMPLEX FOR
GENERATION X
CONTEXT (ENVIRONMENTAL)
THAT WILL EFFECT YOUR NEW
SHOPPING COMPLEX
THE CHARACTERISTIC OF
CUSTOMERS, MARKET SIZE,
THEIR NEEDS AND WANTS, THE
DIFFERENT SEGMENTS AND
FUTURE TRENDS/SHIFTS
THE COMPETITIVE
LANDSCAPE, THEIR RELATIVE
STRENGTH AND WEAKNESSES
AND TRENDS IN COMPETITIVE
ENVIRONMENT
THE SHOPPING COMPLEX
DEVELOPMENT IN MALAYSIA
THE DIFFERENT TYPES OF
SHOPPING CENTRES
THE CRITICAL SUCCESS
FACTORS IN SHOPPING
COMPLEXES MANAGEMENT
Lydia

12. THE DIFFERENT TYPES
OF SHOPPING
CENTRES
• A 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

13. • 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.

14. 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.

15. 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)

16. • 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.

17. THE OPPORTUNITIES &
THREATS IN BUILDING A
SHOPPING COMPLEX FOR
GENERATION X
CONTEXT (ENVIRONMENTAL)
THAT WILL EFFECT YOUR NEW
SHOPPING COMPLEX
THE CHARACTERISTIC OF
CUSTOMERS, MARKET SIZE,
THEIR NEEDS AND WANTS, THE
DIFFERENT SEGMENTS AND
FUTURE TRENDS/SHIFTS
THE COMPETITIVE
LANDSCAPE, THEIR RELATIVE
STRENGTH AND WEAKNESSES
AND TRENDS IN COMPETITIVE
ENVIRONMENT
THE DIFFERENT TYPES OF
SHOPPING CENTRESTHE SHOPPING
COMPLEX
DEVELOPMENT IN
MALAYSIA
THE CRITICAL SUCCESS
FACTORS IN SHOPPING
COMPLEXES MANAGEMENT
 Noor Hafiza

18. THE SHOPPING
COMPLEX
DEVELOPMENT IN
MALAYSIA
1963
The 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.
1990
The third generation of shopping centres, from the 1990s to the present;
a) has seen the birth of new giants, with the size determine the winner of competition
b) mega 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 lots
c) huge 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.
a) All the mega sized shopping centres have their individual niche markets and are thriving
even facing competition with each other’s.
b) 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.

19. 2010
Government 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.

20. FUTURE
Outside 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.

21. THE OPPORTUNITIES &
THREATS IN BUILDING A
SHOPPING COMPLEX FOR
GENERATION X
THE CHARACTERISTIC OF
CUSTOMERS, MARKET SIZE,
THEIR NEEDS AND WANTS, THE
DIFFERENT SEGMENTS AND
FUTURE TRENDS/SHIFTS
THE COMPETITIVE
LANDSCAPE, THEIR RELATIVE
STRENGTH AND WEAKNESSES
AND TRENDS IN COMPETITIVE
ENVIRONMENT
THE SHOPPING COMPLEX
DEVELOPMENT IN MALAYSIA
THE DIFFERENT TYPES OF
SHOPPING CENTRESCONTEXT
(ENVIRONMENTAL) THAT
WILL EFFECT YOUR NEW
SHOPPING COMPLEX
THE CRITICAL SUCCESS
FACTORS IN SHOPPING
COMPLEXES MANAGEMENT
 Muhammad Ashraf Danish

22. CONTEXT
(ENVIRONMENTAL)
THAT WILL EFFECT
YOUR NEW SHOPPING
COMPLEX
Osuagwu, (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

23. POLITICAL
• refer to the degree of government intervention
• Malaysian political condition not really stable
• money scandal and corruption
• foreign investors selling its stocks
• Retail Group Malaysia managing director, Tan Hai
Hsin the current political situation is affecting the
consumer sentiment level or buying mood of
Malaysian consumers
ECONOMICAL
• include the inflation rate, exchange rate, interest
rate, employment/ unemployment rate and other
economic growth indicators
• depreciation of the ringgit is causing higher import
costs
• GST in April has affected all retail sub sectors
SOCIAL
• include career attributes, age distribution, population
and its growth rate, and safety awareness
• example is Woman Parking created for a single lady
driver, Setia City Mall’ Parklife
TECHNOLOGICAL
• technological changes, R&D activity, obsolescence
rate, automation and of course, innovation
• example like Berjaya Times Square their indoor
theme park

24. THE OPPORTUNITIES &
THREATS IN BUILDING A
SHOPPING COMPLEX FOR
GENERATION X
CONTEXT (ENVIRONMENTAL)
THAT WILL EFFECT YOUR NEW
SHOPPING COMPLEX
THE CHARACTERISTIC OF
CUSTOMERS, MARKET SIZE,
THEIR NEEDS AND WANTS, THE
DIFFERENT SEGMENTS AND
FUTURE TRENDS/SHIFTS
THE SHOPPING COMPLEX
DEVELOPMENT IN MALAYSIA
THE DIFFERENT TYPES OF
SHOPPING CENTRESTHE COMPETITIVE
LANDSCAPE, THEIR RELATIVE
STRENGTH AND WEAKNESSES
AND TRENDS IN COMPETITIVE
ENVIRONMENT
THE CRITICAL SUCCESS
FACTORS IN SHOPPING
COMPLEXES MANAGEMENT
 Nur Shazreen Nadia

25. THE COMPETITIVE LANDSCAPE,
THEIR RELATIVE STRENGTH AND
WEAKNESSES AND TRENDS IN
COMPETITIVE ENVIRONMENT
COMPETITIVE LANDSCAPE
Competitive 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.

26. PRIMARY COMPETITOR
Gamuda Walk
Gamuda 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 Kemuning
Giant 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 Malaysia’s 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 Giant’s stores as its
“low price” partner.

27. SECONDARY COMPETITOR
Mydin Mall, USJ Subang
MYDIN 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

28. Aeon Bukit Raja
AEON 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

29. 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

30. THE OPPORTUNITIES &
THREATS IN BUILDING A
SHOPPING COMPLEX FOR
GENERATION X
CONTEXT (ENVIRONMENTAL)
THAT WILL EFFECT YOUR NEW
SHOPPING COMPLEX
THE COMPETITIVE
LANDSCAPE, THEIR RELATIVE
STRENGTH AND WEAKNESSES
AND TRENDS IN COMPETITIVE
ENVIRONMENT
THE SHOPPING COMPLEX
DEVELOPMENT IN MALAYSIA
THE DIFFERENT TYPES OF
SHOPPING CENTRESTHE CHARACTERISTIC OF
CUSTOMERS, MARKET SIZE,
THEIR NEEDS AND WANTS,
THE DIFFERENT SEGMENTS
AND FUTURE TRENDS/SHIFTS
THE CRITICAL SUCCESS
FACTORS IN SHOPPING
COMPLEXES MANAGEMENT
 Nor Ermi Diana

31. THE CHARACTERISTIC OF
CUSTOMERS, MARKET SIZE,
THEIR NEEDS AND WANTS,
THE DIFFERENT SEGMENTS
AND FUTURE TRENDS/SHIFTS
WHO ARE THEY?
 Accept diversity
 Pragmatic / practical
 Self-reliant / individualistic
 Reject rules
 Killer life – living on the edge
 Mistrust institutions
 Multitask
 Want security / stability
 Goals and objective oriented
 Adaptable
 Able to manage time
 Gets work done
 Responsible
 Team-player

32. MENTORING DOS
 Casual
 Friendly work environment
 Involvement
 Flexibility and freedom
 A place to learn

33. THEY SEEK
PRODUCT
INFORMATION
THEY RESPOND
TO DIGITAL AND
TRADITIONAL
ADVERTISING
THEY’RE
BRAND LOYAL
THEY VALUE
DIVERSITY AND
INDEPENDENCE
SHOPPING ATTITUDES

34. 1) 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.
2) Demographic: Segmenting based on identifiable population characteristics
of Gen X such as their age, occupation, marital status and so on.
3) Psychographic: This segmentation approach involves an understanding of
the Gen X’es lifestyle, interests, and opinions.
4) 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.
5) 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

35. CONTEXT (ENVIRONMENTAL)
THAT WILL EFFECT YOUR NEW
SHOPPING COMPLEX
THE CHARACTERISTIC OF
CUSTOMERS, MARKET SIZE,
THEIR NEEDS AND WANTS, THE
DIFFERENT SEGMENTS AND
FUTURE TRENDS/SHIFTS
THE COMPETITIVE
LANDSCAPE, THEIR RELATIVE
STRENGTH AND WEAKNESSES
AND TRENDS IN COMPETITIVE
ENVIRONMENT
THE SHOPPING COMPLEX
DEVELOPMENT IN MALAYSIA
THE DIFFERENT TYPES OF
SHOPPING CENTRESTHE OPPORTUNITIES &
THREATS IN BUILDING A
SHOPPING COMPLEX
FOR GENERATION X
THE CRITICAL SUCCESS
FACTORS IN SHOPPING
COMPLEXES MANAGEMENT

36.  Complete Facilities
Diaper change room
Shopping mall
benches
 Mix of tenants to cater the
family members needs.

37.  Wrong tenant selection
 Inadequate facilities will be an advantage to
the competitors
THE OPPORTUNITIES &
THREATS IN BUILDING A
SHOPPING COMPLEX
FOR GENERATION X