The document summarizes an analysis of opening a new supermarket mall in the city of Erqi. It discusses the mall's opportunities such as its central location and transport facilities. Threats include high rent costs and competition from nearby department stores and large shopping malls. A SWOT analysis is provided comparing the new mall to competitors like Walmart. Market research shows the area has potential for commercial development. The conclusion recommends opening a large supermarket at the proposed site, due to its high commercial value and accessibility.

3. Team Member Jocelyn 101113012 Susan 101113007 Kobe 101113031 Lilian 101113011 Zoe 101113029 Miller 101113028

5. Introduction Four-story mall is divided into the ground, underground three, four ground floor boutique department store, respectively, two-story women's clothing store, three men and ladies clothing stores, four fashion supplies stores, supermarkets, hypermarkets Basement, underground two, three for the large free car par

6. Opportunities Located in the center of Erqi, the flow of people, more traffic, there is great potential purchase. Transport facilities, freight is lower. Suppliers more.

7. Opportunities Strong commodity diversification Enterprises located in the industrial life cycle stage of development. Mart sets new department stores, supermarkets, restaurants and leisure in one of the mall.

8. Threats Rent costs in the enterprise to occupy the high cost. More competitors nearby department store, Wal-Mart and other large shopping malls. Compared with small shops, flexibility is not high. Wal-Mart compared with late hours 。

9. Wal-Mart （ INCITY) Wal-Mart low prices and they provide free delivery within two kilometers of services. Rationalization of the internal furnishings of goods. Provide more diverse services, more comprehensive, reasonable and humane. New entrants

10. Competitor Analysis Wal-Mart, department stores, and small retail stores. These stores were within a hundred meters, strong competition, will take away some consumers .

11. Strengths A well-funded Good reputation High quality staff

12. Weaknesses Lax Not to maximize the purchasing advantages Mechanism is not flexible, can not now adopt or place of purchase.

13. Retail Strategy Transport facilities, located in the crossroads, for opening a large supermarket. People's Park near residential areas and attractions, will increase traffic.

15. Middle-income Higher education The main business district

16. Price Does not have the advantage Commodity diversification Strong diversification, focus on the development of different operations

17. Consumer Behavior Customer demand Shopping convenience Parking demand Different levels of consumption Credit card Consulting Inquiries Storage Items Facilities and services Shopping basket, shopping cart Underground parking Different levels of consumption of goods Providing credit card services Inquiries Goods storage cabine

18. Consumer Behavior Consumers shopping routes, circular, straight line. Consumers need the elevator. Consumer signs plan.

19. Retail Site Evaluation The area is commercial and high-frequency region Nearby residential areas are more high population density. In traffic and more street intersection. In easily accessible areas Aggregation of similar stores in the neighborhood.

20. Retail Site Evaluation According to the survey most of the time traffic in the area of eleven and Shap points, respectively, 47, 56. Saturation of the region's business district is not high, commercial development potential.

21. Conclusion In summary, large business groups Mart is a brand new and strong, advanced management, collection department stores, supermarkets, restaurants and leisure in one of the major supermarket chains. Supermarket shopping site is better, with a high commercial value.

22. Suggestions Although Wal-Mart‘s presence on the New Mart will not have much impact, but would virtually take away part of the source, so do differences in management is necessary 。 Increased efforts to buy, especially for the buy's policy to relax.

23. Suggestions Procurement and department store consolidation, centralized purchasing, to play the advantages of integration with the system adopted. Advantages of using format, gathering passenger.

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