Name: Shashank Dev Sondhi Roll No.

86 Subject: ERP (Term VI)

Shopping Mall Considered for performance measurement exercise

South City Mall, Kolkata

Key Factors:
Of all the factors the key factors selected are:
1. Space 3. Safety and Security (esp. 5. Exclusivity of stores
2. Access in these terror struck 6. Additional Facilities
times) 7. City stature
4. Surrounding demography 8. Local Laws

Key Factor considered:

Surrounding demographic

Indicators for the key factor:

1. Proximity of mall to customers - idle (e.g. Youth) and paying customers (e.g. retired well-off, family men and
women, business men)
2. Exclusivity of the mall to the paying customers (e.g. category of retailers, niche addressed by entertainment
outlets)
3. Addressing local needs by the mall for surrounding segment and most frequent customers.

1
Name: Shashank Dev Sondhi Roll No. 86 Subject: ERP (Term VI)

Quantitative questions regarding Surrounding Demography:

Question Score Criteria Score in No.
1. How many residential complexes are in the vicinity of the mall? 0: none – 4: >10 2 (5)
1,000 customer families stay in a radius of around ….. km from the
2. 0: >15km – 4: <3km 3( 3–5km)
mall?
3. 4,000 youth customers stay in a radius of ….. km from the mall? 0: >15km – 4: <2km 2 (5 – 10)
0: <10kpm – 4:
4. What is the average level of income of the customers? 2 (20-30k)
>40kpm
5. What percent are multi-brand retailers in the mall’s shops? 0: <5% - 4:>70% 1 (5-10%)
6. What percent are exclusive retailers in the mall’s shops? 0:<15% - 4: >60% 2
0: <corner shop size –
7. Score the total groceries’ space on a scale of 0 – 4. 3
4: multi-storeyed mall
What is the price of a multiplex basic ticket on Saturday’s and 0:no multiplex 1:>200
8. 1(240)
Sundays? – 4:<120
0: none, 1: expensive
9. How dear are the charges in the food mart? – 4: average market 1
price
0:none, 1: <10% - 4:
10. What is the reduction in business for the neighboring shops and malls? 2 (10- 20%)
>40%
11. How many repeat customers does the mall receive in a month? 0: few(<5%) – 4: >30% 2 (10 – 20%)
What are the number of loyalty programs promoted v/s the number of 0: no loyalty programs
12. 3
retailers? – 4: 1 LP/1 shop
Maturity Index 25

Conclusion
In conclusion the score of the mall for the last 4 questions brings it into a dire strait. It may see a thinning
of customers over time as more consumer-friendly malls come up. Its pricing may need reconsideration as
the costs seem a little steep. But the cost of procurement may be facilitated by the number of loyalty
programs. Thus repeat purchases are promoted and promotional offers are individualized.