CASE

INTERNET EXERCISE Go to the home page of your favorite enclosed mall, and
describe the mall in terms of the following characteristics: number of anchor stores,
number and categories of specialty stores, number of sit-down and quick-service
restaurants, and types of entertainment offered. What are the strengths and
weaknesses of this assortment of retailers? What are the unique features of this
particular mall?

Mall: SM City Davao

Country’s largest shopping center operator, provides shopping, dining and

entertainment options to millions of shoppers daily in over 60 malls in the Philippines
and 7 in China. Delivering the ultimate in family fun mall experience is the brand
promise.
SM supermalls is one of the Southeast Asia’s biggest developers and the operator of 72
malls in the Philippines. With a history spanning 50 years in the retail industry and over
two decades in the shopping center business, SM supermalls is multi-faceted institution
consisting of stores, malls, banks, residences, resort, hotel and business
establishments.

I chose SM Shopping mall since this one is considered very popular enclosed mall and
because of the fact that this is the nearest mall to my place. Based on the their
homepage there are more than 200 shops or anchor stores in the mall all them are
very popular just like Forever21, Uniqlo, Nike, Addidas and such. SM city davao has
126,425 m² Gross Floor area. In terms of specialty stores they have more than 20.
Estimated number of sit downs and quick service restaurants 30. Sm Supermalls also
provides entertainment like cyberzone but the number of entertainment offered was not
specified in their homepage.
There are number of assortments available in each of the stores in SM which offers
more option to customers but some of which aren’t stocked in all stores. It is good that
they offer variety of assortments but somehow customers might be confused because it
might appeal excessive for them. In terms of retailer it is very advantageous to segment
their market in SM supermalls since there are thousands of customer who visit this
every day and is very accessible to middle to high income customers. I think the only
weakness the retailer was facing is the competition inside the mall given that there are
lot of competitor they must always secure their competitive advantage.