There are two fundamental insights which market intelligence provides to an organization, namely Competitive Insight and Market Insight.From the extract what fundamental insights can one draw in order to understanding the market in the eastern suburb of Melbourne? Brentford Square Community Shopping Centre Project (Part A): A marketing strategy for a small community shoppingcentre Prepared by Mike Shaw and Paula Tomsett, Lynx Research Pty.Ltd., Melbourne.BackgroundThe Brentford Square Shopping area is a small community shopping centre located in the eastern suburbs of Melbourne,on Canterbury Road, Forest Hill, and comprises a large supermarket, branches of two major banks, chain liquor and foodoutlets and over thirty specialty shops. There has been trading at Brentford Square since the late 1950s and in 1963 theBrentford Square Traders Association was established.The Community Shopping CentreCommunity shopping centres are typically a collection of shops owned by different traders or landlords. They include stripshopping precincts or more centralised groups of shops. The large shopping centres (regional shopping centres) are quitedistinct and typically the centre owner manages the marketing activities for the entire centre. In addition, these regionalshopping centres are completely under cover. They usually have large department stores, supermarkets, specialty tradersand even cinemas.The popularity of regional shopping centres has been increasing over the years as consumers come to treat the shoppingduties more as a shopping and browsing excursion. Consequently, traders in community shopping centres have beenexperiencing a slow decline in trade and number of customers. For Brentford Square, a primary reason for this is believedto be the expansion and promotion of nearby regional shopping centres, such as Forest Hill Chase, located closer to theCBD a few kilometres to the west.Throughout the metropolitan area, many 'strip' shopping areas have been adversely affected by activities of the largeregional shopping centres. Apart from the appeal of physical benefits of centre layouts and location, these shoppingcentres have also been aggressive marketers. They provide a one-stop solution for shopping requirements.To provide some counter to this, many community shopping centres have developed and implemented their ownmarketing and urban development programs. Supported by the State government's Street Life program in the 1990s somecentres have made a transition to a new type of community shopping area. This involved changing the streetscapes,developing consistent themes in building appearance and instituting some broad scale marketing activities. Someexamples in the State of Victoria are Centre Rd (East Bentleigh), Maling Rd (Canterbury), Acland St (St Kilda) and theMelton Township.

From the provided extract, several fundamental insights can be drawn to understand the market in the…

There are two fundamental insights which market intelligence provides to an organization, namely Competitive Insight and Market Insight. From the extract what fundamental insights can one draw in order to understanding the market in the eastern suburb of Melbourne?

There are two fundamental insights which market intelligence provides to an organization, namely Competitive Insight and Market Insight. From the extract what fundamental insights can one draw in order to understanding the market in the eastern suburb of Melbourne?

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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