Case Study #2
Mall of America: Shopping and a Whole Lot More
Marketing 3301.N1, Dr. Charles Little
November 15, 2014
1. Why has Mall of America been such a marketing success so far? The Mall of America and its massive size is able to do what most malls could not. It was able to implement marketing strategies that have been successful for small-scale retail, use them on a much larger scale, and offer something for everyone, a process of market segmentation and retail mix. (Marketing to the core, pg. 35 and pg. 305) Mall of America has targeted the common need for shopping and added the entertainment factor while using location and revitalization to maximize interest. They have an advantage over the standard mall with the mix of full service and specialty stores coupled with entertainment and food. 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? (a) The Mall of America has successfully used and should continue to implement market modification. (Marketing to the Core, pg. 229) With promotion and public relations they have created a product that encompasses entertainment and shopping in one venue and attracts not only local customers but also tourism.. One concept that should be considered is the potential of cannibalism. (Marketing to the Core, pg. 177) Mall of America will need to continue to offer new retail and entertainment but not that the expense of revenue from existing ones. (b) The Mall of America has made a conscious effort to understand the consumer needs and offer more than just a shopping experience. Mall of America, by adding a layer of entertainment and food establishments and other unique features such as Nickelodeon Universe and Sea Life aquarium give an added value for the family.
3. (a) What criteria should Mall of America use in adding new facilities to its complex? (b)...
References: Kerin, Roger A, Steven W. Hartley, and William Rudelius. Marketing: The Core. New York, NY: McGraw-Hill/Irwin, 2013. Print.
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