REJUVENATING CBD CILEDUG MALL: A COMPREHENSIVE MARKETING STRATEGY PROPOSAL

• Main Author: Aziz Santoso 29115733, Nashran
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29547
• Institution: Institut Teknologi Bandung

The CBD Ciledug Mall, which has been 10 years period of operation, faced both challenges and opportunity to grow. Low occupancy and decay needs service maintenance are the main dilemma of the business, therefore the challenges. The current trend in retail industry is retail reengineering, the synergy of lifestyle shopping mall and technology. It means the mall supposed not merely meeting place for buyer and seller, but pushing into an arena to have remarkable experiences. The role of ecommerce on the retail industry shall not be underestimated. Before heading to the new concept, the CBD Ciledug has to solve its business issues and formulate strategies to response the issues. <br /> <br /> The methodology adopted for this research based on combination of qualitative-quantitative methods supported by benchmark analysis via analytical study of the external trend. Series of interviews with key personals in the mall is included in the qualitative research. The objectives of this research are: understanding the condition of internal and external environment analysis, comprehending the significant of external trend, and to propose proper comprehensive strategies. Quantitative methodology conducted by disseminating research questionnaires on site and other data based research. This research employed marketing strategic tools, such as: PESTLE analysis, Porter 5 Forces, SWOT, and so fort. The tools opened the arrays of understanding internal and external perspectives of the mall. <br /> <br /> The management negligence upon setting up the right strategy at the initial stages of the business is found to be the reason of the low occupancy. Therefore, in order to sustain the future of the mall, then it should undergo proper rejuvenation program. Rejuvenation means revitalization of the marketing, business, and the product. This marketing strategy encompasses: re-strategy of the marketing program, rezoning of tenant mix, endorsing new business proposals, repairmen facilities, and facelift of the facade. Those are acknowledged to be the strategies for the advancement of the mall. Hampering better facilities for tenants and customers surely will higher the occupancy rate in the mall. <br />