Mall of America
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Can you please help me answer these questions? It's a case study and I have a hard time answering it. It has to connect with marketing.
1. Why has Mall of America been such a marketing success so far?
2. What (a) retail and (b) consumer trends have occurred since Mall of America was opened in 1992 that it should consider when making future plans?
3. (a) What criteria should Mall of America use in adding new facilities to its complex? (b) Evaluate (1) retail stores, (2) entertainment offerings and (3) hotels on these criteria.
4. What specific marketing actions would you propose that Mall of America managers take to ensure its continuing success in attracting visitors (a) from the local metropolitan area and (b) from outside of it?
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Solution Summary
Why has Mall of America been such a marketing success so far?
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1. Why has Mall of America been such a marketing success so far?
The key reason for the success of Mall, especially from the marketing perspective, is the effective marketing strategy that positioned the Mall not only as the largest shopping paradise, but a tourist attraction that provides unparalleled shopping and entertainment experience like no other place. In other words, rather than positioning it as just another shopping place which is bigger and better, the marketeers of the mall focused on the unique experience provided by the location. Its unique mix of shopping and experience, coupled with its sheer size, made the life of marketeers of the mall easier. They left no stone unturned to turn the place into a tourist attraction that offers something for everyone.
2. What (a) retail and (b) consumer trends have occurred since Mall of America was opened in 1992 that it should consider when making future plans?
The key trend that has revolutionized the retail industry in all these years is the advent of internet as a major shopping channel. The traditional brick and mortar stores and the mall experience is getting negatively affected by the increasing use of internet as a shopping medium. To overcome the threat of ecommerce and online retailing, Mall of America's marketing team should make more efforts to continue their brand positioning of MOA as an unique tourist attraction and just not another shopping mall. In making future plans, the MOA's marketing team should try to distinguish themselves by providing new and unique experience to its visitors by continuously innnovating and offering value added features to the mall. ...
Education
- BCom, SGTB Khalsa College, University of Delhi
- MBA, Rochester Institute of Technology
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