Case Study, Mall of Americas

IntroductionThe purpose of this base is to present the merchandise advantage, retail & consumer trends, expansion and future marketing programme for shopping center of America Shopping and a Whole Lot More. For everyplace 20 years Mall of America has been able to attract over 40 million annual vistors driving by both local patrons and tourism. I go forth discuss my view on what I would same to see at Mall of Americas expansion knack and how that comp ares to the current facility. In addition to the selection of what vendors entrust occupy the space, only if a marketing plan to appeal to new consumers to increase the subjugate of annual visitors to Mall of America.Paragraph 1The Mall of America has been successful at marketing and maintaining a product that most did not expect to succeed, this is due to the fact that they digest something for every atomic itemize 53 in their retail and family entertainment convoluted and is viewed as much than a plaza, Mall of Ame rica is a destination. Regardless of the weather conditions, you after part always come to Mall of America and ride a cast coaster and enjoy all the features of the mall. The selection of the anchor stores and specialty stores appeals to different economic levels. In addition to the retail selection, there are activities for the entire family that entangle celluloids, a theme park and an aquarium.Paragraph 2Since the opeing of the Mall of America in 1992, consumers have seen large discount retailers that have been able to provide name scar products at a discounted rate. The consumer is always looking for a deal, especially during the cadence when the economy is slow. Consumers are less likely to go to a mall and spend when they can go to unrivaled store and purchase the needed items at a discount. As we see a recovery in the economy, Mall of America needs to keep in mind that a majority of the consumers are not willing to go back to stipendiary full price for their items a nd should consider the mix of high end specialy stores to those that are more economical.Paragraph 3Mall of of America should use the following criteria to add new facilities to its building complex will this bring new consumers to the mall, will the reason for the visit promote the consumer to stay an extended period of time at the facility and will the interest be enough for the consumer to return to the facility. Once you have the consumer at the mall, it is not enough to have them fulfill what they are there for, alone to entice the consumer to want more. Example would be to add a dainty concert venue that would bring in concert goers for dinner, the concert and affirmable hotel stay.Paragraph 4Mall of America managers should continue to market as a destination. When you market as a destination this relates to the local consumer and those visiting from outside the area. If hotels are added, marketing can offer vacation packages to include hotel stay, theme park tickets, movi e tickets and aquarium tickets at discounted rates. In addition, the vacation package could include a 10% discount to all retailers in the mall for a stipulate period of time. Vacationers like to plan their vacation at a discounted rate, only when also prefer to handle all the planning in one location and not have to contact several companies to plan a vacation. If Mall of America adds facilities that is similar to an all inclusive vacation package, they will continue to build on their success.ConclusionMall of America has been very successful entering and maintaining a concept that most people did not expect to succeed. The success has been driven by offering their vistors a retail and family entertainment complex that is viewed as more than a mall, Mall of America is a destination. During the expansion, Mall of America will need to determine which facilities will increase the number of annual visitors up from 40 million. Changing this destination from a one day visit to a multip le day vacation site.