REPORT TAURANGA SHOPPING MALL 1.Term of reference On 1st July 2012 Tauranga Shopping Centre is found the need of the customer through the order from the General Manager by the administration department. 2.An Executive Summary Tauranga shopping centre was builded in 1995 and has started this business until 2012. The Shopping mall is the most popular place that has increased customer in the last 10 years. However , The Tauranga need to develop this shopping mall by the implementation of market researches to the planning of the infrastructure of Tauranga shopping centre. The administration will survey overview both gender of customers and staffs. 3.Procedures 3.1Survey 3.1.1 Surveying 120 customers in three days to find the data. 3.1.2 Surveying all employees at the shopping mall in the one week. 3.2Interview 3.2.1 The customer and staff are interviewed. 3.2.2 The both genders of customer and staff are observed by investigator. 3.3Analysis 3.3.1 Accumulation the information that come from the surveying , observation and interview. 4.Finding 4.1 Parking area 4.1.1 During the busy time, the parking of underground is insufficiency. 4.1.2 During on rainy days, It not enough roofs either the entrance or over on the walk way 4.1.3 The parking area of ground level is dangerous for children, they can wander into the car park 4.1.4 During the busy time, there are somewhat hazardous in the parking areas. 4.1.5 In the parking areas, Trollerys are not nice and orderly. 4.1.6 There are no security guard in the car park. 4.1.7 There have space areas in front of the shopping mall. 4.1.8 It has been happen of â€œ near missesâ€ to walker who are unwell position. 4.2 Location 4.2.1 Tauranga shopping mall is located in which the customer can come here on foot and in car. 4.2.2 The feedback of older customer of location is convenience but it is far away from city centre. 4.3Design 4.3.1 The gate of the centre is not welcome. 4.3.2 The structure of the centre is to become an out-moded. 4.4 Product 4.4.1 During the busy days, some of goods is not adequate for requirement of customer. 4.4.2 Baking products is very popular but The area is not suitable and support to customer. 4.5 Competition 4.5.1 The customer are deceive with giving the gift bag when they buy product over 200 dollars by competitors. 4.5.2 The project to reward the customer is promoted by competitors in the place. 4.6 Service 4.6.1 The service of the shopping mall is worse than in the past. 4.6.2 It does not have community notice board and local commercials for customer. 4.6.3 It does not have mechanism to accumulate feedback. 4.6.4 The shopping mall cannot initiative self-service due to it has a bit place for shelving. 4.6.5 It is not sometime accept EFTPOS facilities. 4.6.6 Most of staffs is enjoyment in the shopping mall , However they have to solve the problem between the staff and the senior manager. 4.6.7 The stock department is constantly under staffs when the busy holiday. 5.Conclusion 5.1 Parking area 5.1.1 The parking cars is sometime dangerous. 5.1.2 It is not enough roof over the car parking ,when in the rainy day , the customer can be wet. 5.1.3 There is too small parking on the ground floor. 5.1.4 The customer can park in front of shopping mall. 5.1.5 Some accident might happen by some is not careful because it is low visual. It especially will be incident with children and ederly. 5.1.6 There is no security guard to look after car and customer. 5.1.7 One of inconvenience in the car park is not enough place to take trolleys to its group. 5.2 Location 5.2.1 The location is convenience for customer. 5.2.2 Every customer can go to the shopping mall its easy. 5.3Design 5.3.1 The structure was constructed long time ago,So it is out-to-date. 5.3.2 The gate of the centre is not welcome. 5.4 Product 5.4.1 Baking is popular of product in the shopping mall. We need to develop the location and product. 5.4.2 There is usually lacking of goods during the busy holiday time. 5.5 Competition 5.5.1 If customer bough their goods over 200 dollars, they will get gift bag. 5.5.2 The competition is the good way to encourage customer to buy and interest product. 5.6 Service 5.6.1 It does not have community notice board and local commercials for customer. 5.6.2 It does not have mechanism to accumulate feedback. 5.6.3 The feedback of old customers does not enjoy out service. They like located of the centre. 5.6.4 The EFTPOS cannot use in some counter. 5.6.5 Delivery home service is required of customer. 5.6.6 The stock depart is constantly under staff. 5.6.7 The sing that show product is not enough for customer. 5.6.8 The customer is scatteringly shelves. 5.6.9 Solve the problem between staff and manager is important for business running. 6.Recommendation 6.1 Parking area 6.1.1 During the busy time, we should prepare and manage parking areas. 6.1.2 We should create the new roofs on the walk ways. 6.1.3 We should set up CCTV and increase secure-grund for the customer secured in the cat park 6.1.4 We should make the place that is trolleys parking. 6.1.5 We should build more signal on the way for walker and drivers to aware of dangerous. 6.1.6 We have another space in front of the shopping mall. 6.2 Location 6.2.1 We have good location, We should promote the shopping mall for stimulating business. 6.3Design 6.3.1 The building and entrance should be renewable to look interesting for both old and new customer. 6.4 Product 6.4.1 We should extend the areas of baking product. 6.4.2 We should pay more attention for keeping product when the holiday coming. 6.5 Competition 6.5.1 We should continue a project that attraction to customer. 6.6 Service 6.6.1 We should train the employees for servicing. 6.6.2 We should build the community board. 6.6.3 We should find a new mechanism to accumulate feedback from customer and staff. 6.6.4 We should set up the delivery home service group for supporting local customer. 6.6.5 We should make sing to guide the customer in every product. 6.6.6 We should make the local advertising in front of the gate. 6.6.7 We should update program every counter that accept EFTPOS. 6.6.8 We should make more the shelves for encouraging customer to shelving by self- service. 6.6.9 We should manage the stock of department when holiday time 6.6.10 We should find problems between manager and the staff, So we should invite them for on interview regarding them feeling. 7.A Reference List Beddington, N. (2007).Design for Shopping centres(2nd ed.). London, UK: Butterworth Scientific. (Original work published 1982). Dowling, G. R., & Uncles, M. (n.d.). Do Customers Loyalty Programs Really Work?.Australian Graduate School of Management and School of Marketing, Retrieved from http://royalties.com/Case_Study.pdf. Kingdom of Bahrain.Ministry of Municipalities & Agriculture. Urban Planning. (2010).Guidelines For the design of Off-Street Car Parking Facilities.Retrieved from http://websrv.municipality.gov.bh/ppd/doc/study_carpark.pdf
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