Watch the video Suburban Regional Shopping Malls: Can the Magic Be Restored? Links to an external
site.from McGraw-Hill.
According to Perreault, Cannon, & McCarthy (2021) from the course textbook’s Video Instructor’s
Manual, “this video focuses on the current problems of suburban regional and superregional shopping
centers. Southdale Center located in suburban Minneapolis is considered to be the prototype for most of
the suburban regional and superregional shopping malls built during the second half of the twentieth
century. Southdale opened in 1956 and featured 70 retail tenants in an 800,000 square foot enclosed,
climate-controlled mall, anchored by two department stores.
The suburban regional shopping mall and their department store anchors enjoyed great success for
almost 50 years. However, in the final decade of the twentieth century, they began to experience
problems: competition (direct and indirect), industry overcapacity (retail space), a decline of the
department store, and changes in shopping behavior. Strategies for turning around regional and
superregional shopping centers include renovation, re-tenanting, entertainment, and zonal
merchandising. The need to create an appealing, exciting shopping center that stimulates social activity
is the key to revitalizing traditional malls. However, some suburban regional shopping centers will not
survive. In fact, some have already been “decommissioned.” At the end of the segment, Rolling Acres
Mall in Akron, OH, is shown as an example of a shopping center in trouble.
The video features interviews with several shopping center developers: Yaromir Steiner, CEO of Steiner &
Associates, Bob Gorman, CSM, Area Manager of Greenwood Park Mall, Simon Property Group, Les
Morris, Manager, Corporate Public Relations, Simon Property Group, Mike Leonard, COO. The Hogan
Group, and Glen Hogan, President/CEO, The Hogan Group” (Perreault, Cannon, & McCarthy, 2021).
For this case study, you will need to address the following:
Please select a specific, struggling suburban regional shopping mall. Then, imagine yourself as the
marketing manager of that mall. Please prepare a SWOT analysis of the mall. Based on the SWOT
analysis and the needs of the target market, please recommend a superior strategy to senior
management that will improve the mall's performance. Please explain how your strategy will capitalize
on strengths and opportunities while minimizing weaknesses and threats.
Formatting
The body of your APA-formatted case study must not exceed 3 pages double-spaced. The page count
does not include the cover page, reference page, or any other charts, diagrams, graphs, or tables.
Content in excess of 3 pages will not be considered for grading purposes. An abstract is not required. Do
not use first or second person pronouns in your paper. Your report should include a cover page, rich
citations in the body of your paper, a reference page, and must include the following:
