Shopping Mall Essay

CHAPTER 2. LITERATURE REVIEW

As described in chapter1, Introduction, the aim of this study is to analyze current situation of consumer behavior and culture, market situation based on geographic and demographic. Company in the market and to design strategic marketing plan for shopping mall business (retail management). This section will cover related theoretical framework for this study.
In retail management, we need to talk about the shopping, shopping center, strategy and marketing, as marketing is deal with customers, so it is more important than any other business function.

2.1 Introduction of KMK Shopping Center and Concept of Shopping Most of the people understand that shopping means going for buying what they need and what they
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The shopping center of KMK in Myitkyina has area of 85,000 square feet of retail space and 100 shops including world known brand shops located in KMK Plaza, many kinds of products make the customers attraction with all appliances. It must be like “a group of retail and other commercial establishments that is planned, developed, owned, and managed as a single property”. In Myanmar shopping center size depend on location and condition, may not be the same standard size with developed country.

2.2 Definition and Concept of Marketing and Marketing Strategy
Most of the people know marketing is selling and buying. Actually, there are two way of definition which are from buyer side and seller side behavior.

2.2.1 What is Marketing?
I believe what Philip Cotler said that Marketing is managing profitable customer relationships. And some other motto of the goal of marketing attraction to the new customers by promising superior value and to keep and grow current customer by delivering satisfaction.
For example, “ I’m loving’ it” motto of McDonald’s fulfills. “Save Money. Live Better.” of
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That is, each department carries out value-creating activities to design, produce, market, deliver, and support the firm’s products. The firm’s success depends not only on how well each department performs its work but also on how well the various departments coordinate their activities.
For example, Walmart’s goal is to create customer value and satisfaction by providing shoppers with the products they want at the lowest possible prices. Marketers at Walmart play an important role. They learn what customers need and stock the stores’ shelves with the desired products at unbeatable low prices. They prepare advertising and merchandising programs and assist shoppers with customer service. Through these and other activities, Walmart’s marketers help deliver value to customers. Walmart’s value chain; Walmart’s ability to help people “Save money. Live

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