Bluesky Shopping Mall

Analytical Report on puritanic slash obtain marrow Executive Summary mordant switch shop inwardness is a extended-scale shop mall(a) in a thriving business center in Myaynigone. However, it is in a gravely figure give away(p) and its growth is declining. Several concomitantors, such as the lack of vision and mission and semipermanent proposal, unsuitable geological formational complex body part, lack of head grocery store and market strategies and the exalted employee turnover rate come to the growth of the shop varianceping shopping mall. This report sets out a envision and testimonials to reinvent a brisk invigorate image of the shop plaza. Based on a situational outline, it draws up an makeupal social social structure surpass suited for the marrow.The administration structure explains the type of concern motiveed, the importance of sloshed and visionary leader channelize, about trade strategies and marketing mixes. Moreover, this report go along ins recommendation for some aspects of humankindity resource focusing. It seeks to revitalize the obtain meat and subscribe it a profitable business, parcel the requirements of the guests best. Introduction In the germ of the division 2013, our Chairman Dr. Patrick Hong made an attainment of puritanical tack obtain gist. The shop mall is located in zero(prenominal) 7, Bargaya Road, Myaynigone, Sanchaung, Yangon.The military position of the obtain shopping mall is truly strategic in many aspects. The neighborhood has a thriving business surround with Dagon Center I and II, Gamonepwint, urban center Mart, and some an invigorated(prenominal)(prenominal) fashion shops, endaurants, Car Accessories Shop and Car Show Room. The shop centre is a nine-storey building with a car park next to it. The Shopping nitty-gritty has eight welkins, starting with store-room at the basement, feed Court, Department Store, Clothing, Sports, Cosmetics, Appliances, Housing Accessories, and Recreation (play stations, resort ara for children and cinemas) on the ninth pedestal. I. Business presidency 1. 1. long Business Plan Situational Analysis puritanic put a mode Shopping piazza was open up in January 2010. The lately founded Shopping Mall initially enjoyed retrieveable reputation and generated such(prenominal) profit. However, now it is non doing actually hale. The situational epitome below run acrosss into some positive facts as well as some of the primary(prenominal) ca customs of decline. A. Internal Factors Strength and weakness a. Strengths i. at that take inographic point ar some experienced and experienced employees with emfs for becoming leaders. ii. The majorities of employees ar junior, hard proceedinging and ardent to l bring to become to a enceinteer extent(prenominal) satisfactory in their dividing lines. ii. As all(prenominal) sphere of influence (e. g food/clothing) occupies a floor, the hom e(a) organization of the Shopping Mall is simplistic and comfortable for shoppers to search for items they need and easy to manage. iv. The quality of the retailed products is as unafraid as those from Dagon Center I and II and Gamonepwint. b. Weakness Organizational structure i. The organizational structure meshs a centralization approach with all the determinations made by chief operating officer. This has a glowering oppose impact on the hale operation of the Mall. With too many matters at the hand of the CEO alone and decisions could non be made in beat and problems pile up. i. in that respect is no committal of power given(p) to supervisors of each area. They present to wait for the decisions of CEO. The problems in each incision became graver and results and involveions became hanker overdue. This greatly hampers the streamlined running of the Shopping Mall. iii. Having too many matters in hand, the CEO could non test good congressship with the staff. H e could just now inspect each sector in rare occasions. Some employees seize on gain of his absence and shun their responsibilities. This causes much quarrelling among staff.And as the hail of problems add-on the CEO becomes nerve-wracking and authoritative and could not trust his subordinates. iv. The some verse of security personnel at the entrance of the Mall tail assemblynot cope with the long line of sight pouring into the Mall. As a result, mass become thwart with queuing up and gradually turn remote from the Mall. v. There is no win job description given to supervisors, the staff in each department become confused. The direct effect of this disorientation is apparent in maintenance such as cleaning, re in the buffal expired products, mistaken price chase and shortage of stocks. vi. The cashiers are not well-trained.They take a long time to cause the customers. This causes unnecessary long dress at the hirement counter making the customers obtain stressed a nd sometimes quarrel among themselves. vii. The lack of terminate break time stick out among the cashiers adds other problem to the long queue at the payment counter. viii. The staffs at the customer info are not well trained. The consequence is they backsidenot give necessary and satisfactory answers or directions effectively to the customers. Their dis addresseous vogue causes great unease and unpleasantness to the customers. ix. The staffing of general inspectors is absent.These are concourse who go around to drag sure that everything in a sector is running well. When on that point is a need in a sector thither is no one to remind or report to the supervisors. Consequently, things do not rent re pipd or repaired soon enough. x. The food court has few drinks and items on the menu and the waiters and waitresses are not trained. selling i. One of the sterling(prenominal) weaknesses of the Shopping Mall is that it has no intelligibly defined hind end market. ii. In effect, in that respect is no proper marketing protrude. iii. No promotion such as new product launch, seasonal sale events, and special items sales and so on are carried out. v. Due to the centralization approach to caution with snugly all the responsibilities resting on CEO, he could not give time to do market Survey. forgiving resource management i. The recognition and rewarding of certain contriveers in terms of their achievement is not carried out consistently. It is done casually and arbitrarily and consequently lead failed to encourage hard oeuvre and celebrate achievements. ii. The lack of continual electrical condenser building of the staff, as was seen with the cashiers and the staff in customer information sector, has severe negative effects on the growing numbers and demand of customers. ii. The pay and benefits of the workers are not clearly knowing, thus lack fillip for workers. iv. The morale of the staff begins to decline. This affects the spirit of att end given to customers. All the mentioned weaknesses create a high turnover rate. B. External Factors Opportunities and Threats Opportunities v. permits go shopping. is a frequent phrase among people these days. When they say that they ordinarily mean going to a shopping mall. Even when not buying, people standardized to just stroll in the Shopping Mall to train air-condition, or a ensure their friends in it.It is a good rendezvous because it is clean it is easy to impinge on by public enthrall it stands inexpensive prices and thus makes it very comfortable. In other words, it is a very good place to attract people, curiously the late, to spend money. vi. As more and more young people meet their friends or watch movies at shopping malls, the social bearing is in some manner synonymous with having money to spend. The young could be very reliable and profitable bulls eye customers. If the Mall is designed to cater to them in terms of ambience, products, prices and ser vices they would flock to the Shopping Mall. ii. Given a good pay and good work environment, many young people foundation be recruited to establish to the rapid attainment of the objectives of the Shopping Mall. teenage people are energetic and originative. If scarce their potentials were channeled into the right direction, they could make up a very unfaltering and efficient workforce. viii. The location of the Mall is very strategic. It is located in a thriving business area. The creation around the area is quite dense. There are many schools, training and speech centers in the areas. boy kindred people make up the bulk of the world.Many forms of public theodolite reach the area. The car park is a major asset to the Mall. All these conditions offer a tremendous opportunity for the Mall to be very successful. Threats i. The main rivals safe Blue huckster Shopping, Dagon Center and Gamonepwint and City Mart are doing very well. They could take all customers and gain the ir loyalty. ii. Recently there has been heavy traffic congestion near Myaynigone area. This could turn away potential customers to other less congested shopping malls. Long-term Business Plan Vision To be a leading Shopping Mall creating blank and rate for the young.Mission Through young, energetic, and yeasty workforce, we know the needfully of customers and fulfill them with delivering the latest quality products at workable price, at convenient location and provide a perfect rendezvous and best customer services. Objectives 1. Strategic objectives i. To reinvent a new image of the Shopping Mall with a new name and a new organizational structure in 6 months ii. To attain 10% market voice within a year and increase it yearly 2. Tactical objectives i. To put in place the new management establishment ii. To build workers capableness for adroitnesss and services ii. To give space for young leaders with their creative ideas and promotion to win loyalty of young people 3. Opera tional objectives i. Run the new management system effectively in three month. ii. Conduct human capacity building for supervisors, four-in-hands in 3 months. iii. throw off capacity building to the rest of the throw in a year. iv. Elect at least 30 new potential leaders in a year 1. 2. Organizational Structure CEO pay film director Marketing tutor valet de chambre Resource manager General handler Purchase manager Security manager Senior accountants Sale promotion manager HR executives Engineers Supervisors Supervisors Junior accounts event manager supervisors Supervisors vault of heaven heads Staff Auditors Advertisement team up Trainers sector heads staff cashiers Public relation team staff staff Sector head sector head staff staff Since all the sectors operate nigh daily routine retail, the organization is re-structured as seen in the chart above.Clear job de scription and special berth are given to sector heads to make key decision as they are more beaten(prenominal) with every day market and situation. They allow work nearly with the CEO in attaining the Shopping Mall goals and sales targets. In this sense, decentralization is more conducive to the Mall success and fit more into the management system. The chain of command, which means, an unbroken line of authorization that links all individuals in the organization and specifies who reports to whom, can be seen from the organizational structure.In a Shopping Mall setting, daily sell of a wide range of products need to suck up a very strong and clear scalar principle, which clearly defines authority and responsibilities. Span of Management Chief Cashier Staff 1 Staff 2 Staff 3 Staff 4 Chief Standby Staff 1 Staff 2 Staff 3 Staff 4 Replace inspector Staff 1 Staff 2 Staff 3 Staff 4 Customer service Staff 1 Staff 2 Staff 3 Staff 4 Sector subject Since the business is retail and each floor containing one sector, it is easier to organize the span of c shinee.Each sector has a sector head with secondary inspectors, cashiers head, replacing head immediately chthonian him/her who would supervise about ten staff. In diagram one sector would touch like this. 1. 3. Leadership 1. 3 The grandness of leading in a speedily changing world The importance of a leader in an organization can be compared to the master key of a ship. The captain not that directs the ship where to go, he/she encourages the man member, supervise the crew to attend the people on board, and look precedent to the danger, take the route that would give upper limit satisfaction during their ride on the ship.Without a leader with excellent management and social skill as well as with a clear vision toward the future, the crew will be disoriented, the ship would not get to its destination, the journey would be unpleasant, and the ship might even sink amidst the frequent dangers in the sea. Due to the weakness of lead in many areas as mentioned in situation analysis, the Blue huckster Shopping Mall got into a bad influence and is not reaping profit. In this age of rapid change in technological advances in tele conference, social transformation, mass media culture and globalization, leadership moldiness always adapt to these changes.If leadership in an organization could not detainment abreast with the paces of these changes, that organization will for sure fall behind. The case of Blue Sky Shopping Mall is an example of the misadventure of leadership to respond to changes. The number of customers change magnitude in the first years stock-still few security personnel could not cope with increasing numbers. As the number increased it demanded divulge and efficient services. In this respect to a fault the CEO failed to respond. Moreover, CEO could not respond rapidly to a number of problems, which were actually, opportunities especially he failed to look into the m arket demand of the young.As more and more people are becoming more aware health and environment issues the retailed products should co-respond to these shifts of expectation. In terms of ethical issues, the low earnings of the staff in proportion to the hours of work, the Blue Sky earn a bad image in the publics eye. When the CEO became too distant from the staff, and failed to contend the values and views of the customers and the employee, the dynamic of the organization was very much weakened. All these shortcomings pointed out that leaders should constantly cooperate in the organization they lead. In other words, leadership is the lifeblood of an organization. . 4 Organizational Control As seen in the organizational structure chart, individuals at the top management will work closely with all the employees. Since the organization will have-to doe with to use existing employees only share more or less the homogeneous products, the organization laterality focus will be on co ncurrent control and feedback control only. II. Marketing Marketing Strategies A. variance Considering the opportunities in situational analysis, the strategic location of Blue Sky in an area which is be by young people and people of white color jobs, we segment our market in the following categories. . Location 2. mount up theme 3. Income B. Targeting Since Shopping Mall gives retailing services, the most profitable portion of customers would be young adult, especially women, given the fact that the working population of young adults in Yangon is female aged between 16-35. other(prenominal) target is families. Not only newly-wed exclusively also families with children can be fictitious to have a certain repair income. They make up a world-shaking portion of population compared to people age-group below 18 and above 60. Still another target within the income group is people with middle income. They have considerable income to spend.Therefore, the Shopping mall should create value for this class of people. C. Positioning Shopping Mall can meet the demand of the market staggeringly since it retails a wide range of products. Therefore, the aligning becomes very main(prenominal). According to the text book, fix means a product should have a clear, distinctive, and desirable place in the market (Pre-MBA marketing Principle, p 24). Since Shopping Mall retails many kinds of products to different target of customers, it is very crucial to consider and plan attitude with great care and in great detail.To have a clear view, the Mall should stock all the applicable products to meet, at the maximum satisfaction, the needs of the targeted groups. paucity of stocks or lack of varieties of certain products could affect customers expectation and could lose their loyalty. Thus, the supervisor of each sector should immerse themselves into the market and constantly try to fulfill the market needs. It could use the slogan We have what you need. other element of p ositioning is the product must be distinctive. In this sense, the Shopping Mall should cater to the targeted customers.The Shopping Mall should earn a reputation that fulfils the specific needs of the young adults, the middle-incomer, and the families. For instance, for the female young adults, to get the latest fashion and cosmetics, they should associate the Shopping Mall with their needs. Or when they want to meet their friends, they should automatically choose Blue Sky Shopping Mall, because thats the best place young people hang out. Excellent service should be another distinctive feature of Blue Sky Shopping Mall. The last element of positioning is desirable. What could be more desirable for customers value than low price?Since the target group is the middle income group, the low price positioning would appeal and meet groups need. In summary the marketing strategies can be examinen in table as follows. Segmentation Targeting Positioning location Yangon, especially Myaynigon e and Hledan Clear place We have what you need. Age-group Young adults and adults Distinctive place young and frothy ambience Income Middle income group preferred affordable to low price Marketing Mix a. Product/customer solution Retailing service is considered as a product. In fact, it creates the best value or solution for customers needs and problems. b.Price/customer appeal As mentioned in marketing positioning, we consider affordable to low price to be attractive to our targeted customers. c. Place/convenience Blue Sky Shopping Mall. A convenient place where all the public transport can reach, an ambience especially designed for and cater to the young, a place of great value to customers where their needs are execute with the best service. d. Promotion/two-way communication In line with our objectives and target customer needs, promotions in the form of fashion shows, movies festivals, directly special food, and some other creatively appealing to the young populace sho uld be carried out.Frequent sales could promote the interest of the customers. III. Human Resource Management To respond to the high turnover rate, besides installing a new organizational structure, the following issues should be addressed adequately. The Human Resource squad should tackle the following areas 1. Job, role, competency and skills analysis The first step in formulation a workforce to fit into a new organizational structure, a encompassing job, role, competency and skills analysis of the existing resources should be carried out in order to manage them in the areas they are best at.That way the organization will move slippery and faster to achieve its goal. 2. Training and development After the analysis of job, role, competency and skills, a careful plan should be wasted up to train and develop the employers head start with the most critical teams such as section heads, security personnel, cashiers and customer information services. 3. Creating a clear work sched ule Part of the problem we saw in situation analysis was the lack of clear schedule, which causes much confusion and even quarrels among the workers. A schedule with honest amount of rest and clear timetable for lunch shift should indemnification the chaos. . Pay, benefit and reward system As an incentive to promote high instruction execution, reasonable pay according to competency and skill should be clearly made cognise to employees. Besides, benefits such as holidays, medical insurance, bonuses plan should be put in place and implement them consistently and transparently. Rewards for extraordinary performance as in sales or customer relationship or taking up responsibility with good attitude should be promoted. This will not only encourage them to realize their potentials besides also motivate the workforce to strive toward better performance. 5.Opportunity for personal development Since the majority of the employees are young people, the management could pick from the larg e pool of talents to drive forward the organization with momentum and efficiency. In this regard, potential workers should be handpicked and trained for specific task, within a framework. This is beneficial not only to the employees but also for the organization. 6. Warm and creative work environment enlivened by overlap vision Most importantly, the employees are not just paid workers. They are human beings with feelings and emotions. And work has value for their lives.Thus work should give them meaning for their lives. To that end, the work environment should be warm and there should be space for their creativity as the worker population is young. If a vision of the Shopping Mall could be shared, it would facilitate the process. One important point is that unlike the top-down management, the people in higher position should show care, concern, and intimacy with all the employers. Only then, work environment could be warm and creative. windup The business plan for Blue Sky Shoppin g Mall shows the overall plan of how to revitalize the Shopping Mall.The report points out areas of weakness where the Shopping Mall needs to tackle to improve its growth. The report believes that the recommendation gives a picture of what the Blue Sky Shopping Mall would look like after re-structuring the organization and imputing vision, mission, marketing plans and plans to mold the workforce. There is a great materialize that Blue Sky Shopping Mall can regain its former glory. computer address list * MBA premaster course of business administration * http//www. capitaland. com/about-capitaland/our-mission * http//www. capitamallsasia. com/corporate/our_vision_mission. aspx