Browsing by Author "Bilal Ahmed Abdullah"

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    Marketing tactical plan for fortress square mall
    (UMT. Lahore, 2018) Muhammad Ali Butt; Husnain Javaid; Zubair Akram; Bilal Ahmed Abdullah
    Retail business is growing day by day and it convert to big malls due to trends has been change since 2000. In 2014 First time in Lahore with more than 100 brands the biggest mall at the time starts working with the name Fortress Square mall. But now we seen many regional level mall in Lahore like Emporium Mall and packages Mall and after these mall starts operational the foot fall of Fortress Square mall has been Decrease 50%. However still Fortress Square mall is on 1st no in traditional level mall in Lahore. The objective of the study is to examine that after launching packages and emporium mall in Lahore how much impact on these shopping malls. This impact make many new challenges for other Malls and these challenges not only effects the mall sales and customer footfall but Malls image as well. Now every Retail shopping mall in the state of war to grebe the customers and build the image again. As we talk about Fortress Square mall already lost its 50% customer footfall and if they don’t work on this at this stage then in future might be they will no longer keep the existing customers as well. And this situation is not only facing by the Fortress Square mall but other local level mall as well Like Mall of Lahore, Amana Mall and Xinhua Mall ETC. These malls are local level mall and have not big infrastructures and that level of space and international brands but before these regional level they are doing well and after these mall these malls also lose their customers footfall 40% to 50%. Which might become the biggest problem even for their survival. Like during our studies we come to know that the Mall of Lahore starts Constructing More floors for offices and residents. A retail Mall now also jumped into Offices and residential building just because of customer footfall decrease. During the study we come to other different realities regarding customer behavior about tall building and wide building shopping malls and Retail business now merged with real estate and In Pakistan most of the shopping have maximum 4 floor shopping mall. Do malls have grocery stores or not? Did the Mall have specious parking place? If yes, then inside the mall or outside of the mall. Brands Switch from Mall. Fortress square mall is the first project who introduce largest atrium in shopping mall. Before operational packages mall 37% of the respondents of our sample size went to fortress square mall, right now who attracts towards packages mall we come to many reason why these customer moving towards other.to discover the whole issue and problem we did interviews from experts and conduct the surveys from experts of brands from 3 different malls. And sis survey from the competitor customer. Apply different marketing tool of the data collected as we use NVIVO, SPSS use different Matrix to get the reliable strategy like IFE, EFE and GE matrix. Do CSF analysis of the industry and use CPM tool to get the Facts and factors. With all these marketing practices we come to this point that Decrease in customer footfall No advertisement of mall, management have issue with tenants, Ground rented become high and high every day, No grocery store inside the mall, Less Promotional activities ETC. with respect to our survey and study we come to this point the main point which effect on the customer reception is entertainment and to increase the customer flow on any mall we need to increase the factor entertainment. And 2nd priority is shopping and brands so if any mall focus on these two points they can successfully successes in the retails business like shopping malls. So we give different suggestions and recommendation’s to resolve it on short term and long term as well. To improve the customers attractiveness to words Fortress Square mall they have to take some serious steps because like this situation they will not survive in the future.