I.

Introduction 
CityMall Tetuan, located in Zamboanga City, is one of the 20 branches of
CityMall’s in the Philippines. It has an estimated 40 tenants comprising of food,
appliances, and retail.
Edzel Ned Nohay, the mall’s marketing assistant, estimates that 3,000-4,000
individuals visited the mall during the weekdays and could reach or exceed 5000+
consumers on a weekend.
However, after operating for almost a year, he has observed that there has
been a decline in customers visiting the mall.
Customer feedback showed that CityMall doesn’t have variety in its tenants.
Consumers preferred other brands or products which are available in the other malls,
specifically KCC, the newest mall in Zamboanga City. Mr. Nohay analyzed that this
has been the major reason for the dwindling customer traffic in the mall.
Mr. Nohay is in-charge of implementing the plans and strategies from
CityMall’s Manila head office. He is also responsible for making the necessary
adjustments to the marketing strategies to gain the support and loyalty of the
Zamboangenos.

II. Case Facts

A. Strengths
1. CityMall has different famous fast-food chains such as Jollibee, Mang
Inasal, Chowking, Greenwich, Red Ribbon, and Highlands Coffee.
2. CityMall has 20 operating branches all over the Philippines.

B. Weaknesses
1. CityMall has limited marketing manpower in charge of the promotions,
events, and advertising.
2. CityMall also has limited tenants.

C. Opportunities
1. CityMall can take advantage of the already established tenants it has
like Jollibee, Mang Inasal, Chowking, Greenwich, Red Ribbon, and
Highlands Coffee.
2. Zamboanga City is a first-class city and one of the biggest cities in the
country.

D. Threats
1. Zamboanga City has other malls like KCC which has 140
establishments.
2. There is always a lingering threat of terrorism attacks in the area.

III. Alternative Courses

1. Invest more in advertisements using different social media platforms such as
Facebook, Instagram, Twitter, and Tiktok as more people are into this
nowadays.
2. Hire social media influencers to promote the mall.
3. Organize shows and bazaars of various products to attract customers of
different class levels.
4. Provide membership cards or loyalty programs that will encourage customers
to patronize the mall.
 5. Hire highly-experienced marketing professionals who will develop different
marketing strategies suitable for CityMall’s case.

IV. Ideas/Opinion/Insights

1. Invest more in advertisements using different social media platforms such as

Facebook, Instagram, Twitter, and Tiktok as more people are into this
nowadays.

Considering that more people are into social media, this is a great way
for CityMall’s management to reach out to a greater population. However,
they will still have to create or develop marketing strategies maximizing these
social platforms.

2. Hire social media influencers to promote the mall.

With the rise of social media, influencers have also created a massive
force in encouraging people to support different products. However, there is a
risk involved in this strategy as one mishap from an influencer can create a
web of issues for CityMall’s management. 

3. Organize shows and bazaars of various products to attract customers of

different class levels.

Shows and bazaars will create an influx of more customers in the mall.
However, it will still be a challenge for CityMall’s management as to what type
of shows and bazaars will encourage customers to visit the mall and
patronize its products.

4. Provide membership cards or loyalty programs that will encourage customers

to patronize the mall.

Membership cards and loyalty programs have been used by different

products all over the world. However, CityMall’s management will have to
ensure that they are offering various products in their mall.

5. Hire highly-experienced marketing professionals who will develop different

marketing strategies suitable for CityMall’s case and will consider the
locality’s situation, behavior, and culture.

Marketing strategies will have to de developed by skilled and

experienced individuals. The improved marketing strategies will help
CityMall’s management maneuver the different issues arising from not being
able to promote the mall and its products well. Furthermore, investing in these
individuals will also be advantageous as they can easily adjust their strategies
to the changes that will happen in the community.

V. Conclusion/Recommendations
 With the above-mentioned strategies, adopting strategy number 5 will be
more beneficial to CityMall’s management. Even if it will adopt the other four
mentioned strategies, implementing them will still be critical.
With skilled individuals, CityMall can be confident that they can implement the
other strategies well. Furthermore, marketing strategies will surely change as time
passes by, thus the other four strategies may or may not be useful soon. However,
with experienced marketing personnel, CityMall can always expect current and timely
marketing strategies which will encourage the community’s support and loyalty.