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
Accession Number
OCE0107
Shelf Location
Archives, The Learning Commons, 12F Henry Sy Sr. Hall
Physical Description
42 leaves ; 28 cm.
Recommended Citation
Guzman, A. R. (1996). A marketing plan for Araneta Center. Retrieved from https://animorepository.dlsu.edu.ph/etd_masteral/2165