Маркетинговый план торгового центра

Forecast of economic factors analysis is favorable: economy of Norway, despite the global financial crisis and the instability of the economies of the developed world, is in a stable position incomes do not tend to decrease. But at the same time, incomes and do not increase. New technologies in the sphere of providing entertainment services are evolving quite rapidly, emerging technologies quickly enough to adapt, technological factors may have an impact on the industry. Forecast for the near future on social factors analysis is favorable. Needs of the population in the entertainment shopping centre services grows, hence the growing consumption of goods, which provides shopping center. Table 6- SWOT analysisPositive factorsNegative factorsStrengths (internal potential) (S)Weaknesses (internal flaws) (W)Internal Wednesday1) Popularity of the brand.2) experience of the company in the market of Norway more than 10 years.3) Used the system of training new workers.4) tradition of high quality service and hospitality.5) Established partner relations with suppliers delivering goods on favourable terms.6) a wide range of products.7) convenient stores.8) bonus programs.9) discount and discount cards.10) large sales volumes.1) stiff competition.2) lack of experienced managers.3) lack of communication, lack of permanent informing employees about the results of their labor, lack of feedback.4) turnover. Potential (O)Available threats (T)External Wednesday1) Unsaturated market Norway gives practically unlimited possibilities for growth.2) Mastering the regional market.3) to attract new customers.4) expanding services.5) possibility of hiring highly qualified and experienced personnel.6) industry Trend to increase the size of supermarkets and crowding out smaller outlets.1) many people Preferred «shops near the House.2) Minimal barriers to entry of new firms into the market.3) strengthening the position of the companies-competitors.As we found out during SWOT analysis, shopping centerStrommenStorsenter is characterized by a balance of strengths and weaknesses (strong and weak parameters, characteristic of the company), as well as the opportunities and threats. The strengths of this shopping center StrommenStorsenter is renown within Norway, particularly in Oslo, allowing consumers to make a choice in favor of the same shopping center among the strongest factor you can allocate a large range of goods and services, including entertainment. Among the weaknesses of the shopping center are the following: the existing competition in the sphere of the consumer market and its gain, many people preferred shops within walking distance, and don’t travel in large shopping centers.

2.4. Porter 5 forces analysisThe first of the Porter force relates to the ease, or difficulty, with which one could face a new competitor in the industry. Obviously harder than enter the industry, the less competition and the greater the likelihood of receiving income in the long term. You can select seven barriers to new competitors on the market of trade and services.

1. savings of scale. Mall StrommenStorsenter is sufficiently large that increases the scope of its activities and hence this Mall has the advantage because the costs per unit of service or carrying out any operations reduced absolute volume increases. Consequently, the new competitor should spend a lot of money to expand its activities on a large scale, or starting work on a small scale, to accept significant losses caused by high costs.

2. Differentiation of brands. Tenants in this Mall are shopping brands already established on the market have well-known brands and enjoy evolved over time, the loyalty of consumers. New competitor will have to significantly invest in its mark surpassed the already famous trademarks, and he was able to win their regular customers.

3. the need for capital investments. Than large financial resources are required to start the activity, the higher the barrier that for this purpose it is necessary to take.

4. switching Costs. Obstacle to entering into a business occurs when the participants of the market sales and services have to try substantially when switching from one Mall to another.

5. Access to distribution channels. Anyone who organizes a new shopping center is forced to fight for clients-consumers.

6. Costs arising regardless of scale. Established firms have lower costs for many reasons, including through the ownership of the technology, the experience of the brand, and so on.

7. The Government’s policy. T he Government may hinder or prevent access to the industry through the introduction of licenses for those or other activities of the shopping center. B arriers to entry into the market for new companies were evaluated using a peer review on a five-point scale. The expert assessment are shown in table 7 (5 points is score corresponding to the maximum value of factor 1-score-minimum).Expert assessment factors impeding the entry onto the market of sale of sportswear and sports equipment. Table 7. S.

core PorterFactorsAverages of estimatesEconomy of scale3.8Brand differentiation. I mage2.5The need for capital investments. T he amount of initial capital3.9Switching costs3.5Access to distribution channels2.5Costs arising regardless of the scope of activities2Government policies2.6Average score3.0As can be seen from table 7, barriers to entering the market are high (3.0). The greatest barrier to the experts appear to be a factor in seed capital, but he assessed as slightly above average for the largest (18.

75%).As a result, the final average score turned out to be above average and equal to 3.0 (on a five-point system).High-average entrance barriers have resulted in the presence of a very limited number of competitors. M oreover, none of the participants in the market does not possess monopoly power. The second competitive power: pressure substitutesThe second identified Porter competitive strength refers to the ease with which the buyer can replace one type of product or services to others. The third competitive power: different ability of buyers to reduce pricesThirdly, said Porter, buyers are not created equal. P okupateli become much stronger in the following cases in relation to the companies.-When they purchase in large quantities, allowing them toto reduce the price per unit of service/product.-When they are essentially interested in savings.-When they have low incomes. T.

he lower income buyers, the sooner they will be looking for cheaper suppliers. T he likelihood that the wealthy buyers will be very sensitive to prices, much less. Fourth competitive strength: the ability of suppliers to raise pricesFifth competitive power: the rivalry between the existing shopping centreStrommenStorsenter and other shopping centres in Oslo. The level of competition in the industry defines and struggle between existing competitors. P orter argues that fiercer competition in industries dominated by the following terms and conditions. According to the concept of m. P orter, the availability of market differentiation reduces the intensity of competition because the market firms have an opportunity to take a certain market niche, building its activities accordingly and positioning themselves in the market.

T he possibility of differentiation related to the development of market segments, consisting of consumers, focusing on those or other benefits. In General, according to the analysis, the intensity of competition in the market can be assessed as medium-high: there is one party-shopping center StrommenStorsenter, who can dictate the rules of the game in the market or fundamentally influence the situation on the market as a whole. W hile market differentiation opportunities, reduce the severity of competition is practically not used. it should be recognized that the analyzed the market is oligopolistic. ConclusionBased on the foregoing material it can be concluded that the Trade Center StrommenStorsenter is the most popular and leading trade centre provided services in Oslo. Analyses showed that this mall is strong on all external factors. J.

ust two factors weakening its action: consumer preference stores within walking distance, rather than large shopping centres and increased competition in the provision of services. Porter 5 forces analysis we found that competition in this market segment is growing, but at the same time is a difficult market entry of new competitors.