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The project requires each student to document and analyse the retail supply (up to a maximum of 100 stores) within the designated cluster of shops.  From these data, you can describe the nature of the retail specialization and assess how well the retail mix reflects the image the area wishes to project in making itself a unique and desirable retail destination.  

Each Student is required to make at least one site visit to the chosen area.  

This study is to focus primarily on storefront retail supply exclusive of the non-storefront services in offices within the cluster.  

  • Examining “ethnic” shopping areas should note particularly whether or not each business is “ethnic” or “non-ethnic” with ethnicity determined by signage and/or product (goods or services) provided.  “Ethnic” shops and services are to be identified by the specific ethnicity or ethnicities of their products and/or the ethnicity/ethnicities they are meant to serve.   

Each retail area is, or at least wants to be, a specialized magnet for certain shoppers seeking certain kinds of shopping experiences.  Assess the extent to which the retail supply in the cluster reflects that specialty.

Describe and calculate the proportion of business serving an identifiable ethnic group or providing ethnic-specific goods and services to the broader public.

Provide details of the key attractions which serve as magnets for shoppers in the retail area.  Note which stores, if any, serve as anchors. Assess how these attractions and anchors help define the specialty of the shopping district.

Describe efforts to enhance accessibility – both mobility-related (parking, transit access, escalators/elevators) and and accommodations for people with disabilities.  Note improvements to the physical attractiveness of the shopping district (renewed frontages, urban aesthetics, design features, banners, etc.)

Describe promotional activities meant to enhance the image of the cluster as a specialty shopping district.

The written report will describe in some detail nature of the specialized market focussing on the retail mix, i.e., the nature of storefront retail supply within the chosen retail cluster.  Include the detailed analysis of the shopping destination as described above, including an assessment of the extent to which the retail supply in the cluster reflects the desired specialty.

Retail Specialization and Desirable Retail Destinations

Cf Markville Is Commonly Known As The Markville Shopping Centre. The Mall Has Over 60 Stores In Markham, Ontario In Canada. The Mall Is Situated At The Point Of The Intersection Of The Mccowan And Highway 7East. The Shopping Mall Was Developed By The Development Of The Jds And Has Been Under The Ownership Of The Fairview. The Process Of Ascertaining Or Having Proper Confirmation Of The Product Or The Service Into a Final User Or The Consumer May Need Some Emphasis On The Site. The Mall Has Been Useful To The Traders Who Strive To Ensure That There Is The Proper Availability Of The Goods To The Consumers. The Visit To The Mall Was Meant To Highlight Some Of The Activities That Are Found Within The Respective Stores.

  • To Identify Some Of The Tools Of The Promotion That Are Used In The Stores Within Markville Shopping Mall.
  • To Identify The Most Dominant Business Type Within The Mall
  • To Identify Some Of The Strengths Of The Mall That Makes It Preferred By The Customers

The Study Was Limited To The Study Of The Activities At The Markville Mall, Especially Within The Stores. Much Focus Was On The Kind Of Businesses Within The Stores In The Mall Alongside Promotional Activities (Bandey And Rather 2013).

The methodology of the research that was used in the study of the activities within the Shopping center put a lot of emphasis on the activities of the sales and other competitive features of the structure.

There was the development of the research plan on how to collect the required information regarding the contact for the gathering of the relevant data. The collected data was regarded as the foundation of all research work. The collection of the data was regarded to be from two sources that were primary data and the secondary data(Masud, Pfeil, Agarwal and Gonzalez  2017).

The primary data was collected by the direct visit to the Markville Shopping Centre. These data were obtained through:

  • Conducting personal interviews
  • Questionnaire
  • Observation

Prior to the visit to the mall, the secondary information regarding the shopping Centre was collected from the materials like books and also the press release of the Shopping Centre.

  • Camera for taking photos
  • A pen
  • Note book
  • GIS map
  • Sample stores
  • Customers at the site
  • Management personnel

The following stores were identified during the field study at the CF Markville Mall.

  1. A&W
  2. Adidas
  3. Aldo
  4. Altima Markville Dental Centre
  5. Amaya Express
  6. American Eagle Outfitters
  7. Apple
  8. Ardene
  9. Aritaum
  10. Aritzia
  11. Aroma Espresso Bar
  12. Banana Republic
  13. Barber Shop, The
  14. Bath & Body Works
  15. Bell
  16. Bentley
  17. Best Buy
  18. Best Buy Mobile
  19. Bikini Village
  20. Bombay
  21. Bourbon Street Grill
  22. Browns
  23. Bubble Tease
  24. Carter'S Osh Kosh
  25. Caryl Baker Visage
  26. Churchill'S Cigar And Gift
  27. Cinnabon
  28. Claire's Boutique
  29. Coach
  30. Continental Currency Exchange
  31. Davidstea
  32. Dental: Dr. Amelia Woo, Dr. Derby Wong & Assoc.
  33. Foot
  34. Dynamite
  35. East Side Mario's
  36. Eb Games
  37. Ecco Shoes
  38. Eddie Bauer
  39. Extreme Pita
  40. Eyestar Optical
  41. Fashion Fits Alterations
  42. Fido
  43. Flight Centre
  44. Foot Locker
  45. Fossil
  46. Freedom Mobile
  47. Freshly Squeezed/Yogurt Delight
  48. Gap
  49. Gateway Newstands
  50. Geox
  51. Gnc
  52. Good Life Fitness
  53. Gymboree
  54. H&M
  55. Hair Craze
  56. Hakim Optical
  57. Harvey's / Swiss Chalet
  58. Hearing Solutions
  59. Hudson'S Bay
  60. Hyba
  61. In By Surplus
  62. Indigo Spirit
  63. Jack & Jones
  64. Jean Machine
  65. Jewellery Forever
  66. Jimmy The Greek
  67. Joey Markville
  68. Kamdorbo
  69. Kentucky Fried Chicken
  70. Kernels
  71. Kiddie Kobbler
  72. Kids Foot Locker
  73. Koodo Mobile
  74. Kool Kovers
  75. L'Attitudes
  76. L'Oro Jewellery
  77. La Senza
  78. La Vie En Rose / Aqua
  79. Lab Sense
  80. Laline
  81. Laura Secord/Since 1913
  82. Laura/Laura Petites/Plus
  83. Lenscrafters
  84. Lids
  85. Little Burgundy
  86. Loft
  87. Lucky Mobile
  88. Lukfook Jewellery
  89. Lululemon Athletica
  90. Lush Fresh Handmade Cosmetics
  91. M Boutique
  92. Mac
  93. Manchu Wok
  94. Mappins
  95. Marciano
  96. Melanie Lyne
  97. Melonhead
  98. Mercedes-Benz
  99. Michael Hill
  100. Michael Kors
  101. Minis
  102. Sub
  103. Muji
  104. Natural Solutions
  105. Naturalizer
  106. Nespresso
  107. New York Fries
  108. Nike
  109. Nash
  110. Nutrition House
  111. Oceane
  112. Odeon Shoe Repair
  113. Old Navy
  114. Osim
  115. Pandora
  116. Papyrus
  117. Peoples Jewellers
  118. Phone Care Plus
  119. Pickle Barrel, The
  120. Purdy's Chocolates
  121. Quilts Etc.
  122. Reitmans
  123. Rogers Plus
  124. Roots
  125. Rw & Co.
  126. Saint Germain Bakery
  127. Saje Natural Wellness
  128. Saks Off 5Th
  129. Scotiabank
  130. Second Cup
  131. Sephora
  132. Shoe Company
  133. Shoppers Drug Mart
  134. Showcase
  135. Shumaker
  136. Skechers
  137. Soft Moc
  138. Spencer Gifts
  139. Sporting Life
  140. Starbucks Coffee
  141. Stars Men's Shops
  142. Stitch It
  143. Sunglass Hut
  144. Sushi-Q
  145. Swarovski
  146. Swiss Chalet
  147. Taco Bell
  148. Tbooth Wireless
  149. Telus
  150. Ten Ren'S Tea
  151. Thai Express
  152. The Body Shop
  153. The Children's Place
  154. The Face Shop
  155. Things Engraved
  156. Thyme Maternity
  157. Tim Hortons
  158. Tonyc Studio For Men + Women
  159. Town Shoes
  160. Toys 'R' Us
  161. Trade Secrets
  162. Transat Travel
  163. Uniqlo
  164. Vans
  165. Victoria's Secret
  166. Villa Madina
  167. Virgin Mobile
  168. Vivah
  169. Walmart
  170. Winners-Homesense
  171. Wirelesswave
  172. Wow! Mobile Boutique
  173. Yogen Fruz
  174. Zara
  175. Zumiez
  176. Zwilling J.A. Henckels

The Data Collected Indicated The Following As Outdated Stores;

  • Aeropostale
  • Aerosoles
  • Bay
  • Bcbgmaxazria
  • Bgs Homes
  • Black's
  • Bluenotes
  • Caldi Leather
  • Calendar Club
  • Capezio
  • Churchill's Cigar Store
  • Dental Office
  • Express
  • Fairweather/Stockhomme
  • Forever 21
  • Guess
  • Hallmark Cards
  • Hickory Farms
  • Hot Topic
  • Crew
  • Jacob
  • King's Watch Co.
  • Le Chateau
  • Marlin Travel
  • Public Mobile
  • Ricki's
  • Sears
  • Smart Set
  • Sony
  • Sport Chek
  • Strada
  • Teavana
  • Things Remembered
  • Tim Hortons Donuts
  • Tip Top
  • Watch It!
  • Wind

At The Time Of The Study, The Following Stores Were Found To Be Vacant

  • Bell
  • Town Shoes
  • Toys 'R' Us
  • M Boutique

Each retail area is or at least wants to be, a specialized magnet for certain shoppers seeking certain kinds of shopping experiences.  Assess the extent to which the retail supply in the cluster reflects that specialty.  

As a private business progress, a considerable measure of to any clients will be given to individuals who happen to pass by the store. This makes fairs and occasions the ideal place for traders to acquaint the image with a more extensive group of onlookers. High volumes of customer activity at these occasions will give the trader the chance to advance stock or benefits and acquire new clients who generally wouldn't have come into contact with the store(Team 2015). To the extent advancement thoughts for retail locations go, having the capacity to interface with the neighborhood network and have genuine associations with potential clients is an extraordinary method to begin constructing the image. This has been extensively explored by most of the trades at the mall. Those stores that employ this technique are actually doing better than other competitors (Ahmad 2012).

Site Visit to the Chosen Area

Detail and calculate the retail mix within the assigned area, noting particularly the predominant retail categories and types, the nature and proportion of “ethnic” and/or other specialty businesses, the proportion of retail chains or franchises and independent businesses, the vacancy rate, and any factors in the retail supply which makes the retail cluster a “shopping destination.”

The sampling exercise involved selected shops that had indicated a high rate of customer visit in the last two months as per the available records. The frequencies of the visiting customers were translated into the predominant of the business type. The franchised businesses automatically enjoyed good sales and frequent visits due to their popularity. They, therefore, registered high frequency. That business that indicated low frequencies as per the table below were deemed to be vacant

The proportion of stores within each retail category (convenience goods, lower-order shopping goods, higher-order shopping goods, services) shall be calculated and represented in graphics and/or tabular form.

If a predominant business type is apparent (e.g., restaurants, women’s fashion, services, arts, etc.), this should be noted and the proportion of those types of shops calculated.

The Markville mall is a very busy place that allows for very many activities to be carried out. Although nearly every commodity can be found in the mall, the proportions vary. The traders within the structure have studied the purchasing trend of the customers. The statics and attendance record indicates that women more frequently visit the place followed by children and lastly men. Most traders have therefore shifted to the business of the women's ware like clothes and shoes. Out of the 100 stores that were studied,37 of them are occupied with the women’s are. This represents 37%

Calculate the vacancy rate of stores in the area at the time of the visit.  Assess the retail vibrancy based on the number of vacancies.

At the time of the study, the following stores were found to be vacant

  • Bell
  • Town Shoes
  • Toys 'R' Us
  • M Boutique

If this number of the stores are expressed as a fraction of the total. then the percentage value may be obtained

Total number of the stores under the study=100

Vacant stores at the time of the visit=4

The rate of the vacancy=vacant/total*100

                                    4/100*100

                                      4%

Calculate and report on the percentage of storefront operations which are chain/franchise operations.  It is not necessary to determine the ownership type (chain-owned or franchise).

Some of the businesses within the mall have sought certification of operation by the use of the other established businesses. These businesses have been included in the mall as an extension of the of the product provision. Some of these businesses include;

  1. Adidas
  2. MERCEDES-BENZ
  3. MAC
  4. NIKE
  5. Apple
  6. Jack and Jones
  7. Aldo
  8. A&W

Storefront Retail Supply vs. Non-storefront Services

Percentage calculation

Total number of the stores=100

Number of franchised business stores=8

% of the franchised=franchised/total *100

8/100*100

=8%

Describe and calculate the proportion of business serving an identifiable ethnic group or providing ethnic-specific goods and services to the broader public.

Marlin Travel has specialized on the Chinese travel.In order to enhance the known travel by the Chinese and the Chinese guests, the Marlin Travel has recently launched the ZHOUDao.This is basically a global China program for training to the employees who would wish to focus on the etiquette of the Chinese, hospitality, and culture. In order to offer the guest home-away-from-home experience, Marlin Travel has even exported some of its staff to China in order to expedite the exercise. In their premise, they have indicated the position for the use of the Chinese television, provision of the Chinese food. Their payment system also accepts the Chinese Union, Pay Card.

 The Chinese television channels are also provided within the waiting room for the travelers. Other services include the Chinese newspaper and cuisine(Li 2016). Notwithstanding an appreciated note in Simplified Chinese and in-room courtesies, for example, jasmine tea and a devoted Mandarin-talking TV slot, the organization extended active administrations obliging this gathering this year to incorporate extra conventional breakfast alternatives and a 24-hour translation benefit that Mandarin-talking visitors can access amid their movements. As the quantity of Chinese voyagers is relied upon to keep developing, the assortment of altered neighborliness encounters intended to serve the requirements of this advancing statistic will probably grow with it.

The Fashion Fits Alterations has set section of their workshop in which the Africans dresses are made. Most of the experts have specialized on the large sizes clothes that are preferred by most of the African people. The place has gained popularity among the Africans in the city. Considering that the study only focused on the 100 stores, the percentage of the ethnic stores is calculated as follows.

Total number of stores under study=100

Total number of ethnic stores or businesses=2

% of the ethnic;2/100*100

  • 2%

The key attractions which serve as magnets for shoppers in the retail area.

The study that was conducted in the shopping mall highlighted some of the key factors that attract customers to the place. This included the process of interviews with the customers that were found within the place at the time of the study. Some of the factors that were mentioned by the majority of the customers included the following:

Assessing the Retail Supply in the Cluster

Most of the customers described the CF Marksville as a clean shopping mall that is also secured. The cleanliness aspect of the building can be attributed to the proper layout of the structures. Garbage collections and other waste management programs are properly managed in the place. This has kept it free from the damped litter and other characteristic odors. Other than the security personnel that is patrolling at designated points within the premise, the entire mall is under surveillance of CCTV cameras. The environment is generally calm and free from the industrial noise.

The mall is surrounded by very many major roads and served by perfect feeder roads. This has enhanced its accessibility by the customers. This accessibility has also led to improved emergency services like firefighting in the event of fire accidents. The parking lots that are available within the area encourage motorists to do their large volume purchase from the mall. The location of the escalators in certain stores like flight centers acts as the anchor for the entire mall. This is a clear indication that people look for cozy, comfortable and very convenient commercial shopping centers. It was concluded that mobility and also the accessibility of the Mall positively affect or impact the intention of the user to visit the shopping mall.

Most traders prefer this mall because it offers a variety of the products hence the customers are free to have their choice. The quality of the services and the products are up to the modern style and standards. The management and traders at the mall have acknowledged that preference by the customers is basically influenced by the perception of the variety within an assembly of the choices. This aspect has been properly addressed in order to optimize the visitor experience by the customers.

The study that was conducted indicated that the mall has improved on its own image and attractiveness due to the incorporation of other services like relaxation, services of entertainment and also food. Such provisions have been considered as the favorable offer for the leisure activities alongside other diverse factors that influence the attendance motivation. Customers interviewed confirmed additional services and entertainment impact positively the intention of the user to visit the mall. This was true as for the case of the Children’s Place store.

The mall has employed the use of different measures to improve the accessibility of the building. The measures that have been put in place are based on various categories:

  • Measures that are based on the Infrastructure.
  • Measures that are based on location
  • A measure of the competition
  • Measures that are based on mobility.

Proportion of Business Serving an Identifiable Ethnic Group or Providing Ethnic-Specific Goods and Services to the Broader Public

Each of the sub-blocks of the shopping mall has got its own parking. The size of the parking is restricted by the regulation of the city authorities. The restriction policy is dependent on the location of the specific mall. Most of the customers are motivated by a large number of places meant for the parking. The mall is surrounded by very many major roads and served by perfect feeder roads. This has enhanced its accessibility by the customers/. This accessibility has also led to improved emergency services like firefighting in the event of fire accidents. The parking lots that are available within the area encourage motorists to do their large volume purchase from the mall(Arroyo, Yebes, Bergasa, Daza and Almazán 2015).

The location of the escalators in certain stores like flight centers acts as the anchor for the entire mall. This is a clear indication that people look for cozy, comfortable and very convenient commercial shopping centers. It was concluded that mobility and also the accessibility of the Mall positively affect or impact the intention of the user to visit the shopping mall. There are provisions of facilities to be used by the disabled who may wish to use the same structures and this further improves the accessibility of the building.

The mall is served with very may entrance points to ensure that the number of people accessing the place is as many as possible.

Promotional activities that are meant to enhance the image of the cluster as a specialty shopping district.

During the field study, the following activities were identified as the promotional measures

Regular markdown sales

The shopping district is actually characterized by a variety of markdown sales that are meant to attract customers. It is noted that people who struggle financially tend to keep off from the shopping mall unless there is a special product that they are interested in. Also, the management and business people recognize that everyone likes purchasing goods at a discounted price. Major sales and markdowns are therefore considered to be one of the best ways to attract customers and therefore properly utilized by the traders within this district.

The traders at this mall make good use of the window displays as one of the promotional activities. Anything that looks visually appealing is automatically known to attract the customers and possibly bring the foot traffic to the respective stores. Most customers are normally interested in going and having a look at the available product in the window and this was found to be properly utilized here(Varma and Belk 2012).

CF Marksville shopping mall is known for numerous customer loyalty programs. The customers who often spent their money at the place are normally rewarded. The frequency of the customer visit is checked via the purchase history. This has even created the personal approach in some cases(Yi and Xu 2012).

The mall uses social media as one of its powerful tool for the marketing its products.

Advantages of the promotional according to the dealers

Reproducing business client or family unit for interest products.

  1. Enhancing the market execution of centermen and deals people.
  2. To pull in a new customer.
  3. To build motivation selling.
  4. To support more prominent use by existing customers.
  5. Unrivaled Merchandizing.
  6. Increment stocks and deals push.
  7. Better item learning (as a turn off).
  8. Better retire space at retail stores.
  9. Prompt results.
  10. Enhancement Dealer reaction in future.
  11. To underpins the publicizing program.
  12. To help the business group drive.
  13. To help the business channels

Conclusion

It was concluded that mobility and also the accessibility of the Mall positively affect or impact the intention of the user to visit the shopping mall. There are provisions of facilities to be used by the disabled who may wish to use the same structures and this further improves the accessibility of the building. The size of the parking is restricted by the regulation of the city authorities. The restriction policy is dependent on the location of the specific mall. Most of the customers are motivated by a large number of places meant for the parking. The mall is surrounded by very many major roads and served by perfect feeder roads. This has enhanced its accessibility by the customers.

References

Ahmad, A.E.M.K., 2012. Attractiveness factors influencing shoppers’ satisfaction, loyalty, and word of mouth: An empirical investigation of Saudi Arabia shopping malls. International Journal of Business Administration, 3(6), p.101.

Arroyo, R., Yebes, J.J., Bergasa, L.M., Daza, I.G. and Almazán, J., 2015. Expert video-surveillance system for real-time detection of suspicious behaviors in shopping malls. Expert systems with Applications, 42(21), pp.7991-8005.

Bandey, A.A. and Rather, F.A., 2013. Socio-economic and political motivations of Russian out-migration from Central Asia. Journal of Eurasian Studies, 4(2), pp.146-153.

Kumar Tiwari, R., 2012. Understanding the consumer behaviour towards shopping malls in Raipur city. International Journal of Retailing & Rural Business Perspectives, 1(2), pp.202-208.

Li, B., 2016. An Outreach Model for Melville Mission Church: Evangelizing the Mandarin Community in Markham North, Ontario, Canada.

Masud, H., Pfeil, H., Agarwal, S. and Gonzalez Briseno, A., 2017. International Practices to Promote Budget Literacy: Key Findings and Lessons Learned. The World Bank.

Team, M.Z.B.L.C., 2015. MARKHAM. Planning.

Varman, R. and Belk, R.W., 2012. Consuming postcolonial shopping malls. Journal of Marketing Management, 28(1-2), pp.62-84.

Yim Yiu, C. and Xu, S.Y., 2012. A tenant-mix model for shopping malls. European Journal of Marketing, 46(3/4), pp.524-541.

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