A study on Philippine specialty malls: A strategic marketing plan for cybermall & home center (end consumers) Eastwood City

Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Business Administration, Management, and Operations


Ramon V. Del Rosario College of Business


Marketing and Advertising

Thesis Adviser

Eric Soriano


The Philippines, in the past decade had been particularly active in the mall industry. Filipinos are self-confessed mall-rats making retailing and shopping center development in the country a lucrative business mix. Even in times when the country is plagued by economic turmoil, malls seem to be sprouting here and where ever, even in places never before conceivable to see the rise thereof. This is probably brought by positive signs shown by demographics and economics that offer opportunities for mall businesses and encourage more players to come in. Economic growth will strengthen the purchasing power of the populace which is growing by at least 2 percent a year, add to that the influx of dollars coming in the country from the overseas Filipino workers which has been a major financial influence behind the consumption behavior of Filipino families. In present times, bigwigs have not been myopic of the habitual mall concept. They have crossed beyond that border and are actually focusing on the more audacious specialty shops. The diversities are far beyond location and a deeper assortment of merchandise offered, but also customer satisfaction like after sales service, amenities including integration of shopping activity with significant entertainment, attractions and recreation which lure even the non-mall rats to subconsciously enlist themselves as such. Libis, then known as just another place in Quezon City has now been a byword among the hip and hot, at present going by the name Eastwood City CyberPark. It slowly but absolutely has poised itself as a threat to Makati and Ortigas metamorphosing into a business hub which entrepreneurs have taken advantage of. It makes up an urban center that's dynamic all hours, all day. At the very heart of the CyberPark is a commercial area that will serve to the delight of dining, relaxation and leisure of tenants and even outsiders much so with the soon to emerge Cybermall and Home Center. 7 This study goes in depth with the future of such novelty. It will carefully examine the target market and factors that affect their malling behavior to arrive at a sound and cost effective strategies that will increase awareness, draw in crowd to the two malls on study. The given objectives gave rise to several Launch and post-Launch campaigns and events for Cybermall and Home Center using both traditional and non-traditional advertising. Most of the activities proposed in this study are participative and educational for the markets targeted by both specialty malls. The proposed programs if implemented shall induce a projected sale that is worth 60 million for Cybermall and 38 million for Home Center for the fiscal year. Thus giving value towards making the two emerging specialty malls as a destination place for IT/electronic and home furnishing needs.

Abstract Format



Title from title screen.





Accession Number


Shelf Location

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

Physical Description

1 computer optical disc ; 4 3/4 in.


Strategic planning; Home-based businesses; Internet marketing; Business planning

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