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Summer 2013
Master of Business Administration- MBA Semester 4
ML0017 - Mall Management
Q1. Analyse the economic factors that affect the commercial real estate market in India?
(Detailed explanation on economic factors – 10 marks)
Answer : Economic factors that affect the commercial real estate market in India:
Recent real estate statistics in India prove beyond doubt that property valuations have taken a turn for the better.
The real estate sector definitely is on the rise, with the growth thrust being provided by important factors such as
demographics, interest rates, location and the state of the economy, which affect the prices of property in the
country. Correct insights in regards to the right time for purchase of property, price escalations, recessions in the
real estate market and other indicators, help in making valuable purchase decisions. So, what are these factors
which drive real estate prices in the subcontinent?
Q2. Elaborate the types of Psychographic Segmentation.
(Detail explanation on concept of Psychographic Segmentation – 3 marks, Its main types – 7 marks)
Answer : Psychographic Segmentation:
Psychographic segmentation is sometimes also referred to as behavioural segmentation. This type of segmentation
divides the market into groups according to customers’ lifestyles. It considers a number of potential influences on
buying behaviour, including the attitudes, expectations and activities of consumers. If these are known, then
products and marketing campaigns can be customised so that they appeal more specifically to customer
motivations.
Q3. Explain the concepts: (i) Build to sell (ii) Build to rent
(Detail explanation on Build to sell concept – 5 marks, Detail explanation on Build to rent concept – 5 marks)
Answer : Build to sell :

2. The “build to sell” approach represents an all or nothing proposition. Go big or go home. Boom or bust. Once
infused with venture capital, the focus must be on a liquidity event. The pressure mounts to demonstrate double or
triple digit growth. Sometimes this growth comes at the expense of smart long-term decision-making because the
five year time horizon isn’t as important as the 6 or 12 month one. For the build to sell company that goes the IPO
route, this pressure becomes even more intense as quarterly numbers suddenly get made public and everyone will
be focused on whether those numbers are hits or misses.
Q4. Briefly describe the 10 steps of hazardous material management.
(Detail explanation on 10 steps – 9 marks, Hazardous Material data sheet diagram – 1 mark)
Answer : Steps of hazardous material management:
Step 1: Evaluate Your Waste:
Every business is required to evaluate its waste to determine if any is hazardous. A waste is hazardous if:
The waste is listed in the Minnesota Hazardous Waste Rules. Check with your county hazardous waste
office.
The waste is ignitable, corrosive, reactive, lethal and/or an oxidizer (read your material safety data sheets
and container labels carefully).
The waste fails the Toxic Characteristics Leaching Procedure (TCLP), a laboratory test that determines the
toxicity level of a substance.
Q5. What are the three main factors that influence maintenance of a mall? 10 Marks
(Detailed explanation of 3 factors - 10 marks)
Answer : Main factors that influence maintenance of a mall:
Regular maintenance is essential to work environment profitable and reliable. Lack of maintenance or inadequate
maintenance can lead to bad impact of the mall. Maintenance is carried out in all sectors and all workplaces.
1. Accessibility, Visibility and Traffic:
Don't confuse a lot of traffic for a lot of customers. Retailers want to be located where there are many shoppers
but only if that shopper meets the definition of their target market. Small retail stores may benefit from the traffic
of nearby larger stores.
Q6. Describe the 5 stages of emergency response in a mall according to FEMA.
(Detail explanation of five stages - 10 marks)
Answer : Stages of emergency response in a mall according to FEMA:
1. Protection (prevention):
Action taken to avoid and incident. Stopping an incident from occurring. Deterrence operations and surveillance.
Certain strengths and weaknesses at your site will either help or hinder your emergency response. It's important to
know what they are. Find out:
• What fixed fire protection is provided? Is it in service?
• Do employees know the locations of fire extinguishers and fire hose stations and how to use them?
• What processing or storage hazards exist?
• What type of natural hazard is the site exposed to? (There is probably more than one.)