A Marketing plan for Waltermart Sucat Paranaque {electronic resource]
Abstract/Summary
In the Philippines, malls are continuously adapting to cater the varying needs and changing lifestyle of the Filipino. However, only few of them use the community mall format. There is a growing trend of shopping centers and stores where they place themselves near residential areas, since people are now looking for convenience. Hence, Waltermart has an advantage, because the company is a mall positioned near their consumers. There are many branches that were already established, and still the company is continuously expanding. One of its upcoming branches will be in Sucat, Parañaque. It will be a great opportunity for Waltermart to be placed there, because Parañaque is densely populated, having a total of 603,862 residents.
Waltermart is one of the few mall developers in the Philippines which focus on the community mall format. The company’s objective is to give convenience by providing the everyday lifestyle needs of the customers through the appropriate merchant mix, tenant offerings and mall promotions.
Furthermore, using the Usage, Attitude, Image survey questionnaire, the group interviewed a total of 150 respondents which are composed of housewives, students and workers. The activity helped in knowing more about the target market and in order to identify the factors which affect their malling habits.
Moreover, having evaluated the results, the group formulated strategies for its pre-opening, opening, and post-opening that would increase awareness and sales for Waltermart Sucat.
