Farhatul Najwa BT Omar 12 24

UNIVERSITI TEKNOLOGI MARA
A STUDY ON SUCCESS RATE OF

MARKETING STRATEGY FACTORS OF THE
SHOPPING COMPLEX
CASE STUDY:
CITY PLAZA MALL, ALOR STAR
FARHATUL NAJWA BT OMAR

SEPTEMBER 2011 JANUARY 2012
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 2011 JANUARY 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 others
somehow 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 in
attract 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
Students Declaration
Supervisors Declaration
Acknowledgement
Abstract
List of Contents
List of Tables
List of Figures
List of Appendices
CHAPTER 1
i
ii
iii
iv
v
vi
xi
xii
xiv
INTRODUCTION
1.1Introduction
1.2 Problem Statement
1.3 Objectives
1.4 Research Scope and Limitation
1.5 Research Significance
1.6 Research Methodology
1.6.1 Primer Data
1.6.2 Secondary Data
1.7 Structure of the Project/ Summary of Study
1.7.1 Chapter 1: Introduction
1.7.2 Chapter 2: Literature Review
1.7.3 Chapter 3: Case Study
1.7.4 Chapter 4: Analysis data
1.7.5 Chapter 5: Conclusion
1
2
2
3
3
3
3
4
4
4
4
5
5
5
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CHAPTER 2
LITERATURE REVIEW
2.1 Introduction
2.2 Definition
7
7
2.2.1 Definition of shopping centre
2.2.2 Definition of marketing strategy
2.3 Types of shopping complex

2.3.1 Neighbourhood centre
2.3.2 Community centre
2.3.3 Regional centre
2.3.4 Super regional centre
2.3.5 The fashion centre
2.3.6 Power centres
2.3.7 Theme / festival centre
2.3.8 Outlet centre
2.4 Elements of success rate in marketing strategy
9
10
10
10
11
11
12
12
12
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
CHAPTER 3
CASE STUDY
3.1
3.2
3.3
CHAPTER 4
21
Introduction
The City Plaza Shopping Mall
3.2.1 Location
3.2.2 Accessibility
3.2.3 Facilities
3.2.4 Parking
3.2.5 Entertainment
3.2.6 Design
3.2.7 Property and facilities management
3.2.8 Tenant Mix
3.2.9 Sales Promotion
3.2.10 Food court
3.2.11 Security
Conclusion
23
24
25
25
26
28
28
30
31
33
35
35
35
36
DATA ANALYSIS
4.1
4.2
4.3
Introduction
Research Methodology
4.2.1 Questionnaire Design
4.2.2 Sampling Size
4.2.3 Sampling Technique
Consumer behavior
4.3.1 Age
4.3.2 Gender
4.3.3 Race
4.3.4 Occupation
4.3.5 Household Income
4.3.6 Marketing Tool Usage
4.3.7 Customers Activities
4.3.8 Time Period to the mall
37
37
38
39
39
39
39
41
42
43
44
45
47
48
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4.3.9
4.4
CHAPTER 5
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

Factor
4.3.9.8 Mixed Tenant Factor
58
4.3.9.9 Sales Promotion Factor
62
4.3.9.10 Food Court Factor
63
4.3.9.11 Security Factor

Conclusion
65
66
60
CONCLUSION AND RECOMMENDATION

5.1
5.2
Introduction
Finding of the Research
5.2.1 to identify marketing strategy of
67
67
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
5.3
5.4
5.5
74
Recommendation
Recommendation for Further Study
Conclusion
76
77
78
BIBLIOGRAPHY
APPENDICES
79
81
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List of Tables
Table No.
4.1
Item
Page Number
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

4.9.2 Table on Percentage of Customers' Preference
50
on marketing strategy by accessibility factor

4.9.3
52
on marketing strategy by facilities factor

4.9.4

on marketing strategy by parking factor
55
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4.9.5
55
on marketing strategy by entertainment factor

56
on marketing strategy by design factor

58
on marketing strategy by property and facilities

management factor
4.9.8
60
on marketing strategy by mixed tenant factor

4.9.9
62
on marketing strategy by sales promotion factor

63
on marketing strategy by food court factor

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 Number
1.1
Flow chart of the research process
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

income in City Plaza Shopping
4.7
44
Mall
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

by Facilities Factor in
52
City Plaza Mall
54
by Parking Factor in City Plaza Mall

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

59
by Property and Facilities Management Factor in City Plaza

Mall
60
by Mixed Tenant Factor in City Plaza Mall

62
by Sales Promotion Factor in City Plaza Mall

64
by Food Court Factor in City Plaza Mall

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 to
develop 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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marketing strategy at Alor Star, study on customer preference on the

marketing strategy at the shopping complex.
CHAPTER 4: DATA ANALYSIS
In this chapter, the author explains about technique that has been used
in collection of the data during research. Besides that, the way how data have
been analysed will be explained in this chapter.
CHAPTER 5: CONCLUSIONS AND RECOMMENDATION
In this chapter, after the data have been analysed, author will provide
the summary of the research and conclusion that can be made through all the
chapters. Highlight of the findings and recommendation for future studies
will also be presented in this final chapter.
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Problem
Statement
Research
Objectives
Data Collection
Techniques
Primary data
-
Secondary Data
Interview the property
Internet
manager or marketing
Journal
manager
Newspaper
Questionnaire to the
Article
customer
Data
Analysis
Summary of Result,
Recommendation
and Conclusion
Figure 1.1: Flow Chart of the Research Process
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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, a

marketing 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 an organization's marketing goals into a cohesive whole. It focuses
on the ideal product mix to achieve maximum profit potential.
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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 centre
V) Fashion/specialty centre
VI) Power centres
VII) Theme or festival centre
VIII) Outlet centre
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UNIVERSITI TEKNOLOGI MARA

A STUDY ON SUCCESS RATE OF

FARHATUL NAJWA BT OMAR

DEPARTMENT OF ESTATE MANAGEMENT

A STUDY ON SUCCESS RATE OF MARKETING STRATEGY FACTORS

FARHATUL NAJWA BT OMAR

Academic Project Title:

Academic Project Title :

Alhamdulillah, I thank the Almighty for giving me a chance to complete this

Shahidan in sharing information about the mall.

Marketing strategy factors for the shopping complex is important to compete

2.2.1 Definition of shopping centre

2.2.2 Definition of marketing strategy

2.3 Types of shopping complex

2.4.1 Location factor

2.4.7 Property and Facilities Management

2.4.8 Tenant mix

2.4.9 Sales promotion

2.4.10 Food court

2.5 Previous Research or Study and Article

2.5.1 Previous study 1 : Kajian Analisa

Keberkesanan Pengurusan Hartanah di Pusat

Marketing Strategy Factors Of The

yang Menyumbang Kejayaan Kompleks

shopping centres that challenges

Customer preference on marketing strategy factor

4.3.9.2 Accessibility Factor

4.3.9.3 Facilities Factor

4.3.9.4 Parking Factor

4.3.9.5 Entertainment Factor

4.3.9.6 Design Factor

4.3.9.7 Property and Facilities Management

4.3.9.9 Sales Promotion Factor

4.3.9.10 Food Court Factor

4.3.9.11 Security Factor

CONCLUSION AND RECOMMENDATION

to investigate the preference on

the marketing strategy

5.2.2.7 Property and facilities management 73

5.2.2.9 Sales Promotion

5.2.2.10 Food Court

Table on Percentage of Customers Visit by Age

in City Plaza Shopping Mall

Table on Percentage of Customers Visit by Gender

in City Plaza Shopping Mall

Table on Percentage of Customers Visit by race

in City Plaza Shopping Mall

Table on Percentage of Customers Visit by Occupation

in City Plaza Shopping Mall

Table on Percentage of Customers Visit by Household

income in City Plaza Shopping Mall

Table on Percentage of Customers Visit by Marketing

Tool Usage in City Plaza Shopping Mall

Table on Percentage of Customers Visit by Customers

Activities in City Plaza Shopping Mall

Table on Percentage of Customers Visit by Time

Period to the City Plaza Shopping Mall

Table on Percentage of Customers' Preference

on marketing strategy by location factor

on marketing strategy by accessibility factor

Table on Percentage of Customers' Preference

on marketing strategy by facilities factor

Table on Percentage of Customers' Preference