A marketing plan for Araneta Center

Date of Publication

1996

Document Type

Oral Comprehensive Exam

Degree Name

Master of Business Administration

Subject Categories

Business Administration, Management, and Operations

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation

Thesis Adviser

Mendoza, Rex, Prof.

Abstract/Summary

The 1995 Marketing Plan for Araneta Center seeks to improve its status in the planning mall industry. The largest is to achieve a 20% increase in market share by year 1996. The financial target is 25% Return on Investment and an increase of 25% in in annual revenues by attracting more lessees to occupy the untapped / unproductive portions of the commercial complex. The required Marketing Budget is P13.0 Million.

To achieve this, the Marketing Strategy shall apply the By Pass Attack. This indirect assault will generate the curiosity of the target market to try the new image if the Araneta Center, thereby attracting greater enthusiasm from a new breed of shoppers.

Abstract Format

html

Language

English

Format

Print

Accession Number

OCE0107

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

42 leaves ; 28 cm.

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