Case Study on

Content

• Location• Decoration• Layout• Product Line• Type of Store and Services• Targeted Customers• Promotion Activities• SWOT Analysis• Strategy

Location

Location

• Lanmadaw Township• Behind of the Bahosi Housing• Near Shwe Pu Zun Cold and Bakery Shop• So many bus lines are passing nearby and bus stops

are not far from there• There are 8 stories for car parking

Decoration

Decoration

• Transparent View for the Outsider but just only two floors• No Billboards at the outside of the Mall• There is a huge LED display for Advertising of the

Shopping Mall and the Cineplex• Seasonal decoration for both of the inside and outside• Inner decoration is the Hall type which you can see the

top floor from the bottom• This shopping mall has the four layers

with two escalators and one transparent elevator

• Daily films advertise in front of 2 main entrances & every floor near between escalator and elevator

Decoration (Contd)

• There is a Building Guide Map and the promotion floor at the Ground Floor

• Five entrances in total, three for the underground and two for the Shopping Mall

• At the entrance of underground, only one for the City Mart and the other two are for Maw Tin Market

• There are some branches at the Ground floor and near the elevator

• Perfect lighting system, and the quite suitable floor area for each

• Same design for the stalls

Layout

Layout

• At the ground floor also known as Premium Branded Zone, there are City Mart, Neo Coffee Shop by Coffee Circle and other branded shop

• At the first floor also know as Young & Trendy Fashion Zone, there are the branded shop for the youth such as Giordano, Bossini, BSX etc. and other various kind of fashion shops

• At the second floor known as Family and Home Appliance Zone, there are so many shops which sell electronic products, Kids wear and toys, books and etc.

Layout (Contd)

• At the third floor known as Entertainment and Restaurant Zone, there are Cineplex hall, various kind of restaurant and the recreation center for both of young and adults

• Nice layout design as grouping the shops base on their specialties

• Find some stalls along the corridor• Some are not by the shop, they only

get the floor area and prepare their shops with their creative design

• The escalators are set up at the same side so the people can go aground the stores at least

Product Line

Product Line

• There are so many varieties of products and brands • Especially for the fashion, foot wears and bag shops• But there is no products for sports and their

accessories, traditional cloth wears and furniture

Type of Stores and Services

Type of Stores and Services

Type of Stores and Services

• Most of the shops in this shopping mall provide self-select service

• Allow to create their satisfied decoration design for the shops

• Allow to play their choice music within their own shops

• There is a emergency exit at every floor and has a clear way and view to the exit

• Music is playing in the shopping mall but we cannot listen clearly

Targeted Customers

Targeted Customers

• Most of the people are teenagers because of many fashion and branded shops

• Moreover, the family comes to this mall for their recreation cause of playground and cinema

• And then this mall persuade the people who want to make shopping and going to the cinema at the same time

• People from the Bahosi housing, Maw Tin 4th, 5th and 6th streets

• Then there are People who are coming to Shwe Pu Zun

Promotion Activities

Promotion Activities

• Now, there is a Thindin Gyut festival lucky draw program

• Each shop in this shopping mall has its own lucky draw and promotion program but which are not directly connected with this mall

S W

O T

Strengths

• At the heart west region of the Yangon

• 8 stories for car parking

• Can buy most of the household things and fashionable wears at one place

• Not only shopping but also watching movies at the same place

• Have a chance to eat various kinds of food

• Use cleanness toilet with high tech

• Good lighting and air condition system

Strengths

• Have information center

• Because of branches near the elevator and at the ground floor, people can take a rest

• There is an emergency exit at every floor and have the big sign board for the guideline

• Go to the third floor with the car

• Use Wi-Fi access

Weakness

• Very difficult to find the entrance of car parking

• Very high traffic jam

• There is no noticeable indicator for each floor of the car parking

• The height of car parking is too low and the parking space also

• The poor lighting and security system at the parking

Weakness

• Get the smell from the kitchen of the restaurant easily

• There is no signboard for toilets

• Because of the gambling game, the young age can adapt the wrong manner

• Some technical problems at the LED display

TR

A

TE

G

Y

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Strategy

Use differentiation strategy like as Cineplex and Recreation Center for Adults

Persuade the other people to make promotion and launching event at here

Try to develop the programs for recovering our weaknesses

Finally, make the Market Research for the future improvement

LET’S GO

Outside View and Car parking

Ground Floor

First Floor

Elevator, Escalators and Ladder

Second Floor

Third Floor

Decoration and Layout

• It has two floors as Ground floor and Underground floor

• One entrance is at the Ground floor and the other one is at the Underground

• There are total nine cash counter, four counters for the underground and five counters for the ground

• But some of which are not operating yet

• The supermarket trolley and baskets are at each of these two entrance

Decoration and Layout (Contd)

• The branded cosmetic are placed at the same place which are titled as Beauty & U but outside of the City Mart

• Shampoo and Hair treatment product are sold at City Mart but not included in Beauty & U

• At the ground floor, there are Stationary, Baby Care, Pharmacy and Gift accessories

• At the underground, there are Meats, Vegetables, House Hold Products and Personal Hygiene etc.

THANK YOUPRESENTED BY GROUP 6