An investigation of the expectations held by retail tenants with regards to the internal marketing function performed by their shopping centre landlord
- Authors: Bosman, Jiminy-Ann Ashurde
- Date: 2014
- Subjects: Shopping centers , Retail trade , Stores, Retail , Consumer satisfaction
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/3725 , vital:20458
- Description: While much has been written about retail stores and the retail environment, franchises and organisational marketing, not much can be found on “host” organisations such as shopping centres and their role within the marketing mix. A unique disparity exists within shopping centres in that not only are they an organisation with their own brand identity and culture, but they also play host to numerous retailers and franchises with very clear brands and messages of their own. The question that is often posed to the landlord is therefore whose message or what message is the correct one to market to the common consumer-base targeted by both the shopping centre (landlord) and the tenant (retailers). When considering this, it is important to understand that a symbiotic relationship exists between landlord and tenant within shopping centres in that if a tenant is successful this will result in greater rentals for the landlord and if the landlord’s property is successful, i.e. popular, this will result in greater revenue for the tenant. Both parties therefore actively engage in marketing of their businesses and whilst the message is often noticeably different, what is unique is that this is often to the same consumer-base. Tenants in many shopping centres contribute towards centre marketing expenses as part of their lease agreements and as a result have certain expectations in terms of what message is being marketed. Shopping centres varying in size and tenant numbers make the landlords marketing role that much more complex and often generic messaging is employed to umbrella the wide offering available. This study aims at investigating the expectations held by retail tenants of their shopping centre landlords through the internal communications function. Corporate communication theory as well as public relations theory was used as a grounding.
- Full Text:
- Date Issued: 2014
- Authors: Bosman, Jiminy-Ann Ashurde
- Date: 2014
- Subjects: Shopping centers , Retail trade , Stores, Retail , Consumer satisfaction
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/3725 , vital:20458
- Description: While much has been written about retail stores and the retail environment, franchises and organisational marketing, not much can be found on “host” organisations such as shopping centres and their role within the marketing mix. A unique disparity exists within shopping centres in that not only are they an organisation with their own brand identity and culture, but they also play host to numerous retailers and franchises with very clear brands and messages of their own. The question that is often posed to the landlord is therefore whose message or what message is the correct one to market to the common consumer-base targeted by both the shopping centre (landlord) and the tenant (retailers). When considering this, it is important to understand that a symbiotic relationship exists between landlord and tenant within shopping centres in that if a tenant is successful this will result in greater rentals for the landlord and if the landlord’s property is successful, i.e. popular, this will result in greater revenue for the tenant. Both parties therefore actively engage in marketing of their businesses and whilst the message is often noticeably different, what is unique is that this is often to the same consumer-base. Tenants in many shopping centres contribute towards centre marketing expenses as part of their lease agreements and as a result have certain expectations in terms of what message is being marketed. Shopping centres varying in size and tenant numbers make the landlords marketing role that much more complex and often generic messaging is employed to umbrella the wide offering available. This study aims at investigating the expectations held by retail tenants of their shopping centre landlords through the internal communications function. Corporate communication theory as well as public relations theory was used as a grounding.
- Full Text:
- Date Issued: 2014
An investigation of the criteria that create optimum tenant mix synergy in shopping centres
- Authors: De Villiers, Garth Elroy
- Date: 2013
- Subjects: Retail trade , Shopping centers , Marketing
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8756 , http://hdl.handle.net/10948/d1011658 , Retail trade , Shopping centers , Marketing
- Description: The shopping centre has evolved into an integral part of modern day society. New generations especially are unable to imagine a world without shopping centres. In 2008 a world wide economic down turn emphasized the competition to attract a buying market to shopping centres, some centres thrived and some centres struggled. The need to understand what creates these different responses to highly competitive scenarios is discussed in this study, with particular attention given to the tenant mix that exists in different shopping centres. Criteria that determine an optimum tenant mix are examined and the constraining factors are discussed. A literature review of shopping centres is discussed and the evolution of the shopping centre to our current day understanding of the term shopping centre is examined. Accepted definitions and categorisations of shopping centres along with a brief history of the shopping centre, as revealed by the literature, is presented. To create a tenant mix the body of tenants needs to be divided into sub- categories and various ways to achieve this are examined. The objectives of this study are to determine what strategic approaches to managing the tenant mix exists in the literature and what factors determine the formulation of this mix. Furthermore the study examines to what extent these or other strategic approaches are used in practice and finally makes recommendations to promote the optimum tenant mix in shopping centres. A literature review was conducted to determine what the theory reveals about the shopping centre industry. This was followed by an empirical survey conducted in the Port Elizabeth area of the Nelson Mandela Metropole. Finally the findings and theory were compared to make conclusions and suggest recommendation to achieve synergy in shopping centres through a optimum tenant mix.
- Full Text:
- Date Issued: 2013
- Authors: De Villiers, Garth Elroy
- Date: 2013
- Subjects: Retail trade , Shopping centers , Marketing
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8756 , http://hdl.handle.net/10948/d1011658 , Retail trade , Shopping centers , Marketing
- Description: The shopping centre has evolved into an integral part of modern day society. New generations especially are unable to imagine a world without shopping centres. In 2008 a world wide economic down turn emphasized the competition to attract a buying market to shopping centres, some centres thrived and some centres struggled. The need to understand what creates these different responses to highly competitive scenarios is discussed in this study, with particular attention given to the tenant mix that exists in different shopping centres. Criteria that determine an optimum tenant mix are examined and the constraining factors are discussed. A literature review of shopping centres is discussed and the evolution of the shopping centre to our current day understanding of the term shopping centre is examined. Accepted definitions and categorisations of shopping centres along with a brief history of the shopping centre, as revealed by the literature, is presented. To create a tenant mix the body of tenants needs to be divided into sub- categories and various ways to achieve this are examined. The objectives of this study are to determine what strategic approaches to managing the tenant mix exists in the literature and what factors determine the formulation of this mix. Furthermore the study examines to what extent these or other strategic approaches are used in practice and finally makes recommendations to promote the optimum tenant mix in shopping centres. A literature review was conducted to determine what the theory reveals about the shopping centre industry. This was followed by an empirical survey conducted in the Port Elizabeth area of the Nelson Mandela Metropole. Finally the findings and theory were compared to make conclusions and suggest recommendation to achieve synergy in shopping centres through a optimum tenant mix.
- Full Text:
- Date Issued: 2013
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