MARK 3301 CASE

Topics: Shopping mall, Retailing, Mall of America Pages: 2 (525 words) Published: November 13, 2013
Zhi Peng Gong
Case Study
MRKT 3301-N2
Nov 13, 2013

1. Why has Mall of America been such a marketing success so far? 

The reason why the Mall of America has been such a marketing success so far, especially from the marketing perspective, is the Mall not only as the largest shopping paradise, but a tourist attraction that provides unparalleled shopping and entertainment experience like no other place and give customers drive to come again.

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 are 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 a 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 innovating and offering value added features to the mall. Further, internet should be extensively utilized as a tool to market the mall to consumers from outside the region. 

3. (a)What criteria should Mall of America use in adding new facilities to its complex?(b)Evaluate(i) retail stores,(ii) entertainment offerings, and (iii) hotels on these criteria.

(a)The criteria for the new facilities of the Mall of America should be advanced, high-level, unique, safety, and not a duplicate of what they have. For the retail stores, the merchandise does not have to be expensive, but memorable or interesting or something related to the Mall. For the entertainment offerings, the safety becomes the most important thing....
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