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Current position and development perspectives SHOPPING CENTER İÇERENKÖY 2009

Current position and development perspectives SHOPPING CENTER İÇERENKÖY 2009. Fahrettin Kerim Gökay caddesi No:245, D:6 Göztepe / Kadiköy Tel 0539 365 04 85 e.ozturk@sad-marketing.com - www.sad-marketing.com. MARKETING SURVEY AND ADVICE PARIS. SAO PAULO . ISTANBUL

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Current position and development perspectives SHOPPING CENTER İÇERENKÖY 2009

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  1. Current position and development perspectives SHOPPING CENTERİÇERENKÖY 2009 Fahrettin Kerim Gökay caddesi No:245, D:6 Göztepe / Kadiköy Tel 0539 365 04 85 e.ozturk@sad-marketing.com - www.sad-marketing.com MARKETING SURVEY AND ADVICE PARIS. SAO PAULO . ISTANBUL 23 Rue de la performance 59660 VILLENEUVE D’ASCQ Tel 03 20 815 820 - Fax 03 20 8158 21 etudes@sad-marketing.com - www.sad-marketing.com 1 VAL D’EUROPE - ETUDE CLIENTELE - Juin 2008

  2. Trading area ofİçerenköy

  3. The trading area ofİçerenköy The trading area

  4. The trading area ofİçerenköy The trading area: 1 740 186 inhabitants The shopping center Carrefourİçerenköy catches a very large trading area within 1 740 186 inhabitants, comparing to 1 488 368 inhabitants in 2005. The turnover of the center is well distributed on the whole zone. Its 28% of sales are due to the immediate area (zone 1, 2, 9) comparing to 39 % in 2005. * Tendancy

  5. Analysis of Center’s performance and marketing

  6. Analysis of Center’s performance and marketing Household consumption The details of the Turkish household outgo reveals a typical consumption of a developing country with excess in food products, alcohol and cigarettes and under-consumption in culture, leisure and education. The consumption of Istanbul and Ankara compared to the whole country is about to be more similar to the French one, even though the differences are still important. Source : Tuik, 2007

  7. Analysis of Center’s performance and marketing Household consumption Turkish household expenses are increasing, and it impacts a progressing standard of living. Consumption attended a growth of 1.5 between 2004 and 2007. Source : Tuik, 2007

  8. Analysis of Center’s performance and marketing Analysis of Shopping center’s performace The shopping center İçerenköy counts about12,6 millions visitors and its turnover is estimatedat427 Millions TL. The shopping center gets less well the consumption of its customers: it gets only more than 12 % of the consumption of his customers. Between 2005 and 2009, the center lost in performance. Shopping center’s performace 9,7% 19,9 % 12,3 % Market Shares – Carrefour İçerenköy Market shares – Competitors

  9. Analysis of Center’s performance and marketing Visitors number during 2008/2009 Weekly Average input: a decrease of-24% between 2008 and 2009 over the same period . 222 822 276 365 Weekly Average (January to April): 2009 2008

  10. Analysis of Center’s performance and marketing The marketing The center is very well-balanced in its marketing mix. The domestic capital goods sector (domestic equipment) ans entertainment are under-represented compared to the average of its 3 main competitors. Nevertheless, the restauration/foods and services are well developed.

  11. Extending opportunities of Carrefour İçerenköyshopping center

  12. Extending opportunities ofCarrefour İçerenköy shopping center Threats and opportunities It is necessary to distinguish the density of shopping malls situated in the city of Istanbul and on its whole customer trading area. In 2005, the competition was especially intense in the trading area but less intense in the city.Now, between 2005 and 2009, numerous shopping centers were opened inIstanbul. Consequently, the density doubled in Istanbul and increased about 1.7 on the trading area. The densification should continue, with numerous openings inIstanbul. Eventually, the competitive intensity will be also strong on Istanbul (+ 74 %) as on its whole zone (+ 49 %).

  13. Extending opportunities ofCarrefour İçerenköy shopping center Threats and opportunities (Density : sqm/1000 inhabitants)

  14. Extending opportunities ofCarrefour İçerenköy shopping center Threats and opportunities 1 – Threats In spite of a dense and competitive customer trading area , the Içerenköy shopping center is very well placed and rather powerful to compete with its main competitors. The impact of the projects involving the center's area around remains rather limited. The competition will impact much more the gallery than the hypermarket, which will continue to keep a"leadership"position of its area.

  15. Extending opportunities ofCarrefour İçerenköy shopping center Threats and opportunities • Facing its main competitors, in particular Optimum, Palladium and Nautilus, the Carrefour Içerenköy shopping centerl should strengthen to keep its position. • 2 - Opportunities • The center disposes of real assets: • Fame of Carrefour • - A powerful shopping center • A wide customer trading area • A population of dense nearness • The standard of living of the inhabitants of the zone • A developing zone • A very big car park

  16. Extending opportunities ofCarrefour İçerenköy shopping center Recommendations To face its competitors and further projects around, the center has to "relook " itself, and complete some deficits. He has to respond to the customers expectations. The center must be provided with a leisure space : cinema and / or tenpin bowling, and spaces for children. It has to strengthen by surrounding itself with some supplementary signboards as Zara, C*A, Marks*Spencer or Decathlon (sports), in order to create new streams. The setting-up of an average sports surface such as Decathlon, containing essay paths and demonstration of the material would bring the center closer to the profile of the customer's zone. The center has to complete the sectors of domestic equipment and culture (as D*R, Fnac) which are under represented.

  17. Extending opportunities ofCarrefour İçerenköy shopping center The competition Projet Tarabya Carrefour Istinye Istinye Park Migros Istinye Dogus Power Center Forum TEM Sapphire Kanyon Akmerkez Metrocity Profilo Astoria Deposite Basak Trump Towers Mass Plaza Istoc Torunlar Ali Samiyen Ispartakule Cevahir Akkoza Forum Istanbul Edip Iplik City’s Carrefour ümraniye ORA NeoCity Aquarium Espri Demirören-Istiklal Carrefour Bayrampasa Hayat Park Buyaka Capitol Real/IKEA Historia MarmaraPark Akkom Taksit Center Kale Center Akasya Real Armoni Sefaköy Carrefour Haramidere Asya Park M1 Real Ömür Plaza Optimum Outlet Kadir Has Marka City Metroport Tansas Koctas Tepe Nautilus Bahcelievler Palladium Migros Pelican Mall City Park Merter Colony Olivium Atrium Ancora Airport Carrefour Icerenköy Town Center Capacity Kozzy Fly Inn Carousel Galleria Yaylada Maltepe Park Existing centers Projects

  18. Extending opportunities ofCarrefour İçerenköy shopping center The competition (Existing shopping centers)

  19. Extending opportunities ofCarrefour İçerenköy shopping center The competition (Projects of shopping malls)

  20. Appendices

  21. Analysis of Center’s performance and marketing The plan of the shopping center

  22. Analysis of Center’s performance and marketing The signboards of the shopping center

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