One Borneo

7/30/2019 One Borneo

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1.0 Introduction

One Borneo Leisure & Lifestyle Hypermall is Sabahs largest

shopping mall. It is comprises of 1.5 million sq ft which is

approximately three times the size of Centre point shopping centre

and acquired with more than 600 retail lots. One Borneo is located

about 7km away from the city centre which is adjacent to University

Malaysia Sabah (UMS) with close proximity to the state and federal

administrative centre.

One Borneo has providing a very wide range of merchandise and

services that attract thousands of visitors every day. One Borneo

Hypermall is home to a large collection of restaurants, label

clothing, department stores, entertainment outlets, appliance stores

and supermarkets. It also houses 3 hotels, 2 apartment block

towers, a cinema multiplex, night spots and an upcoming aquarium

that should be finish in the not too distant future. One Borneo also

houses 4 hotels, 2 apartment block towers, a cinema multiplex,

night spots and an upcoming aquarium that should be finish in the

not too distant future.

The unique shopping concepts included the Jalan-Jalan street

bazaar, the Handicraft & Batik Gallery with Cultural Heritage Centre.

The hypermall will also house One Borneos 36-lane state-of-the-art

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bowling centre, 10-screen multiplex & KTV lounge, one-stop bridal

centre, homemaker/children centre, IT/internet centre, DIY stores

and Autocity.

2.0 Identifying the Problems

In every shopping center, it was facing its own problems. The

problems can be a minor or major form in the operation. Sometime,

the problems are good to address. Thus, the improvement can be

made to the current inconvenience and dissatisfaction condition. For

One Borneo Hypermall too, there are several problems have been

identify according to the survey and research towards the customers

that included households and individuals. After the problems had

been identified and recognized, the best selected strategic and

improvement needs to implement to overcome the existed

problems.

2.1 Complaints from Customers

The customers are begun to complain when they needs and

wants cannot fulfill by the retailers. Sometime they were

dissatisfaction with the current buying environment when some

barriers existed. The complaints from customers might arise when

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the pricing of the merchandise are too costly, the qualities of the

merchandises are in queries, the quality of service by shuttle bus

and the insufficient and condition of parking spaces.

Mostly, the customers of One Borneo Hypermall are comprised

by the UMS students. The reason is the geographic location has

encouraged the expenditure in the shopping centre. As we know,

One Borneo Hypermall was situated near University Malaysia Sabah.

Thus, the students are easily gone there for their meals or in

personal purchasing. The outlets in One Borneo Hypermall were

offered costly merchandises. Since the major customers are

students, it may be a financial burden to them in buying expensive

merchandises. The consideration must be taken by the

management team when selecting the tenants. As well, the income

level of people in Kota Kinabalu still not very high. They cannot buy

the luxury merchandise as frequently. Another, some qualities of

merchandises were under queries because of its low quality in

performance. Currently, the problem that existed at here was

transportation where UMS students relied the shuttle bus go to One

Borneo. The problem arises when the students are confronting with

the difficulty to get bus because the unpunctual of the shuttle bus

service. Besides, in this period, the shuttle buses were under repair

and maintenance. This has caused inconvenience among the

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students to go there. In some more, the condition and numbers of

parking spaces also might be a problem in that shopping centre. The

parking spaces might not enough to support the capacity of the

excessive cars during the events hold in the shopping centre.

2.2 Under- performance of the centre or the anchor tenants

Usually the management of shopping centre will go around

finding the famous and branded retailers to open stores at there.

The reason is the retailers may help in attracting crowd to the

shopping centre. The anchor tenants in One Borneo Hypermall are

Giant, Parkson and Golden Screen Cinemas (GSC). These three

major retailers are the strengths of the One Borneos management

team. They had attracted many customers to go to shopping and

hang out in shopping centre. In a low period season, the tenants

may face difficulties and pressure in sales. At that moment, buyers

less contribute to expenditures. Thus, the events or sales may

useful to stimulate the customers in buying merchandises.

2.3 Vacancies and difficulty in filling empty spaces

Another problem existed in One Borneo Hypermall was the

vacancies and difficulty in filling empty spaces. As we know, the

rental for outlet in One Borneo Hypermall was very expensive. It was

almost RM4000 per month. For those small outlets, their sales may

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not ideal as be planed. They were faced the problem in their

financial if their continuity occurred loss. As a result, they may end

up by closing their shops. Thus, management team needed to

recognize the vacancies left and continue to find the tenants which

have interest to open stores. It was a tough work to find the suitable

tenants because not every tenant was recognized and agreed the

terms and condition under contract. They maybe have their own

ideas and thought. So, the management team was encouraged to

advertise their vacancies in the media press such as newspapers or

magazines. Besides, the un-strategic location for the shops may

contribute in difficulty in filling empty spaces. The areas were less

pass by the customers because the location may not ideal as well. It

may become a barrier for the tenants to run business.

2.4 The offering of merchandise other than what is required by

the target market

Compared to Centre Point (CP) shopping centre, the choices of

merchandises in One Borneo Hypermall were limited. In Centre Point

shopping centre, there were more middle scale outlets than luxury

outlets in One Borneo. The buyers were affordable to buy

merchandises from the outlets in Centre Point. There also more

varieties. The customers might more easily to find and purchase

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their preference of goods or products compared One Borneo

merchandises. One Borneo Hypermall not actually was good choice

in offering the goods and products that really fulfill the needs and

wants by the target market. For example, the lack of low prices

merchandises might be a constraint for the customers in buying

them. For some customers, they were not demanding on high

quality merchandises. Commonly, they have intention to buy low

price product rather than its quality.

2.5 Ineffective Communication

One of the problems that recognize from the One Borneo

hypermall is ineffective communication. Communication is effective

when the message sent by sender decoded rightly by receiver.

Some of the shops have poor communication. The causes are:

I. Unclear Message

For effective communication, messages bring out need to be

clear. Unclear message will make people misunderstood. In any

communication both parties are responsible. The sender of the

message must ensure that the recipient received the message, and

the recipient should make sure he understood the intended

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message. Many tenant use banner, flier, and catalogue as a tool of

communication. For example, Giant use catalogue, the IT shop use

banner to promote their IT product and some of the optical shop use

flier to attract customers. Although these are the faster and

effective ways to bring the message out, but it also cause some

problem to the consumers. As an example, the messages that

provide by optical shop in the flier are not clear enough. Inside the

flier, it only stated frame include lenses are at the price of RM138

and RM 168 and the Sun glasses are RM98. The messages are

unclear and will make the customer misunderstood that all optical

are at the price of RM138, RM168 and all sun glasses are at the

price of RM98. Besides that, Giant is having a big problem about the

price tag. The price that stated at the catalogue is discrepancy with

the price that inside the Giant hypermarket. It might due to

inefficient price management to update the product prices but it will

cause inconvenience to a lot of consumers. Some of the consumers

feel they are cheated by the Giant supermarket and having bad

impression against Giant.

II. Message Overload

Furthermore, message overload is a barrier to successful

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communication. Message overload is when a person receives too

many messages at the same time, and the messages are

complexity. Message overload will affect consumer lost the focus

point. Besides that, it also will affect the consumer lost the interest

in seeing the poster or the banner. For example, the banner of

reducing using plastic bags outside the Parkson department store

contents too many word. Usually, people will ignore it. Only the

banner with the picture that has bright color and content less word

will attract the attention of consumer. If the message is not

received, there was no point in sending it. So, it is important to have

the attention of consumers.

2.6 Tenant mix does not satisfy the needs of customers

Another problem that faced by One Borneo hypermall is the

tenant mix does not satisfy the needs of customers. Many tenants

are closing down for example, Anna Cafe. The main reason that

Anna Cafe closing down is because the product and services does

not satisfy the consumer needs. Demand of the shop is low and it

cannot cover the fixed expenses such as the rental and utility fees.

The main drink sold at Anna Cafe is coffee. Anna Cafe is facing

many competitive at One Borneo. Its main competitors are

Starbucks and Dome. Starbucks and Dome are well known with its

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coffee products. One of the reasons that Anna Cafe lose up is due to

the quality of coffee are not high as Starbucks and Dome. Thus,

Anna Cafe with less competitive advantages absolutely can be

easily defeated.

Besides that, recently Canton House, food and beverage anchor

is also closed down. Its main dishes are Chinese food and

considered as Non-Halal. Nowadays, consumer tastes have become

more sophisticated, and the customers desire with the products that

are fresh, hygienic, safe, competitively priced and in a Muslim

country, meat products that are Halal, or prepared the Islamic ways.

This is why Canton House lost a lot of customers especially Malay

customers, and cannot satisfy most of the customers needs. The

target markets are become narrowed than other restaurant which is

provided the Halal food.

2.7 The centre experiences very strong competition from

competing/ new centres

Even One Borneo Hypermall is the 1st and the largest lifestyle

hypermall in east Malaysia, but it still facing the strong competition

from competing. For example, Suria Sabah, Centre Point and City

Mall are all competitors of One Borneo. The most threatening is

Suria Sabah. Suria Sabah is one of Kota Kinabalu's most popular

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places for shopping with its prime city centre location on the

waterfront. Compare to One Borneo, location of Suria Sabah is more

strategy. This is because Suria Sabah is located at prime city centre.

It crowded with people. Compare to One Borneo, its location is not

as strategic as Suria Sabah. One Borneo is located out of the prime

city that is 7km northwards along the Jalan Sulaman Highway.

Threat

Most of the retail stores of Suria Sabah are local brands. This

giving the Suria Sabah a unique character and merchandise profile

that is very different from most shopping complexes that are

dominated by chain retailers. Suria Sabah has many special

features. The special features of Suria Sabah include first Golden

Screen Cinema (GSC) 3D hall for 3D movies. Suria Sabah is the first

GSC that provided the 3D movie around the Sabah. At that moment,

it helps Suria Sabah attract many consumers. Besides that, the first

Metrojaya and The Reject Shop outlet in Sabah at located in Suria

Sabah. It becomes one of the competitive advantages of Suria

Sabah. Besides that, it also has large food court with unique sea

view with other specialty food outlet. The sea view at the food court

attract many people choose to dining at the food court.

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For other side, Suria Sabah has over 2000 car park bays with

car wash. It is very convenience for the visitors. They can easily find

the parking space and having the car wash services when they are

shopping at Suria Sabah. Furthermore, Suria Sabah is close to tour

operators which is Wisma Sabah and it also has wheelchair

accessible and handicapped friendly toilets. Lastly, Suria Sabah has

the largest collection of ladies beauty and cosmetics outlets. These

can attract many visitor included local and foreigners.

Although Suria Sabah is a new centre, but its unique

characteristic and strategy location had bring forward the threats

towards One Borneo. Thus, One Borneo need to have better

management practices in order to gain the future competitive

advantages. This can prevent One Borneo from becoming the dead

mall in the future.

3.0 Research Objectives

3.1 Distinguish the existing primary and secondary trade areas

The primary trading area is the geographical area from which

the shopping centre derives 50 to 70 percent of its customers. In

One Borneo Hypermall, the primary trading area could be the Giant

hypermarket at the ground floor. This is because Giant was the only

hypermarket in One Borneo. Giant with its nature of the

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merchandise sold and the assortment offered could attract much

people to consume at there as well as achieve the high satisfaction

among customers and fulfill their unique needs. Moreover, Giants

strategic location (proximity with well known franchise stores KFC,

McDonald and Pizza Hut) will encourage people to stroll at Giant

after them having their meals at these franchise stores, especially

students and families. Besides, KFC, McDonald and Pizza Hut which

are operate opposite among each others at the corners had shape

the another trade area which it account for the majority of a

customers. These three stores have its own competitive advantages

that could manage to attract much more customers and survive in

the market. People are more tend to enjoy their meals in these

stores which their dishes are different from the daily meals. As

example, students usually will enjoy their meals out of one of these

three stores when they enjoy their leisure time in One Borneo.

Besides, these three stores strategic location which is nearest with

the escalators had contributed to its trade areas. When people come

down from upstairs, these three stores will be the first sight of them.

It could attract people to buy the products from these stores.

The secondary trade areas refer to the geographical area of

secondary importance which generating about 20 to 30 percent of

its customers. In One Borneo, the secondary trading area was

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Golden Screen Cinema (GSC). GSC as one of the anchors which

located at 4th floor had become the primary entertainment while

people stroll at there. Most of the UMS students purposely go to One

Borneo to enjoy their leisure time in GSC in order to release their

pressures. Moreover, F.O.S outlets nearest by became the place to

go while people waiting for the movie time. Starbucks was also

nearby GSC with take only few steps also became the place to go

before and after the movie start.

3.2 Establish the socio-economic and demographic profile of the

customers living within these trade areas

Socio-economic is the social and economic experiences and

realities that help mold one's personality, attitudes, and lifestyle.

The socio-economic for the customers within these trade areas can

be defined from customers income or wealth. The requirement of

purchasing power of these trading areas was not such high as luxury

areas. People can enjoy their ultimate shopping experiences

throughout these areas. For example, Giant hypermarket was

offered the lowest prices of its products, thus everyone can

purchase with fewer consideration.

Education was one of the socio-economic factors in these

trading areas. Education level can shape customers views towards

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retail stores and their buying decision. Customers with higher

education level often are smarter buyers who are desire for the

merchandise that could exceed their expectation. They will no

purchase that particular merchandise from the same stores if its

merchandise couldnt fulfill their expectation.

3.3 Establish the shopping patterns of the customers

The shopping patterns of the customers can determine based

on the household, leisure and sport. The customer shopping

patterns can determine via the stages in the buying process. The

stages in the buying process are need recognition, information

search, evaluation of alternative, purchasing the merchandise and

service, and postpurchase evaluation.

The first stage, motivation that influence customer to go

shopping can assort into the type of needs, conflicting needs, and

stimulating need recognition. The type of needs classifying as need

utilitarian needs and hedonic needs. The objective of consumers

goes shopping to satisfy utilitarian needs are to accomplish a

specific task. Hedonic needs are the objective the consumers go

shopping for pleasure.

After customer decides a need, they ingress search the

information about retailers, channels, or products that their needs.

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The customers can search information to help them do purchase

decision. Sources of information could be via family, friends,

neighbours, or ask the sales people, or dealers, or read specialist

magazines to help with the purchase decision.

The third stage in buying process is evaluation of alternatives.

In this stage, the customers need to establish criteria for evaluation,

features the buyer wants or does not want. The customer may

decide that the merchandise need to buy based on highest rank of

products in their mind.

The next stage of buying process is purchasing the

merchandise or service. The customers may choosing buying

alternative includes products, the retail store and method of

purchase. Then, purchase the merchandise or services that

customers satisfaction.

The final stage of buying process is postpurchase evaluation. At

here, the retailer may know the satisfaction or dissatisfaction of the

products.

In One Borneo Hypermall, most of the shopper will be

characterized as purposeful. The shopping patterns of customers in

One Borneo is depends on the customer purpose. The customer who

shopping in One Borneo is fulfills their wants, necessity or personal

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purpose. Today's consumer will practice a more reasoned and

rational trading down with deal-seeking behaviors like coupons and

comparison shopping. Trading-down behavior was related to the

choice of retailer, product, or brand. However, private label brands

will remain a significant factor due to their increasingly higher

quality and low cost since retailers don't have to advertise or

promote them to the same degree as national brands. Research

findings included in The New Consumer Behavior Paradigm also

indicate that one-fifth of consumers will continue to forgo buying

items that seem too expensive, resulting in a contraction for the

luxury and gourmet foods markets. One Borneo is the luxury

Hypermall and its luxury merchandises are usually bought by tourist

rather than local shopper.

3.4 Identify the image of a centre compared to major competing

centres

The image of One Borneo Hypermall can be recognizing via

the reputation and appearance of One Borneo. The reputation of

One Borneo in Kota Kinabalu is good and attraction. The design of

One Borneo can attract the local community and tourist comes to

centre. At One Borneo, there have brand retailer operate. The

customers may easy find their favorites brand their like in One

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Borneo. The appearance of One Borneo also one of the images can

compare to Suria Sabah. One Borneo is the first and largest lifestyle

Hypermall in East Malaysia. Besides, One Borneo has famous mall

director that operate in the One Borneo.

3.5 Identify the strengths and weakness of the centre in

comparison to other centres

Strengths Weakness

Reputation

Customer loyalty

Entertainment

Location

In the One Borneo Hypermall, there have several of strengths

and weakness compare with other centres. The first strength of the

One Borneo Hypermall is reputation. One Borneo is famous

Hypermall in Kota Kinabalu because it is the first and largest lifestyle

hypermall in east Malaysia. One Borneo is the ultimate shopping

experience for local and foreign tourist alike.

Customer loyalty also is the strength that having in One Borneo

compare to other centres. The community of One Borneo has

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conducted some activities to build loyalty. One Borneo has offered

the platinum card to the customer who registers as the platinum

club members. The members who hold this member card can enjoy

discount and other facilities that provide in the One Borneo.

One Borneo possesses more entertainment facilities compared

with other centres. The entertainment facilities having in the centre

can let the customers ease and enjoyable in the One Borneo. The

entertainment facilities that located in the One Borneo are bumper

car, K Box KTV, Golden Screen Cinemas, Pool Zone and etc.

The only weakness of One Borneo is location. The location of

the One Borneo is far from the Kota Kinabalu Town. Most residents

living around centre city are more tend to stroll at nearest shopping

mall, for instances, Centre Point and Suria Sabah. The customers

who stroll in One Borneo mostly are residents nearing One Borneo

Hypermall.

3.6 Focus on specific issues like media use and propensity to

support specific stores

Specific store that we choose is SASA Beauty Retail. SaSa is

cosmetics retail which sells over 600 brands, covering over 16,000

skincare, fragrance, make-up and hair body care products, health

and beauty supplements under international brands including own-

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brands and exclusive products. In One Borneo Shopping Centre, the

store is located at Lot G-226, Ground Floor. The store operation is

start from 11:00am until 10:00pn on Monday to Friday and 10:00am

until 10:00pm on Saturday and Sunday.

SaSa cosmetics in One Borneo Hypermall using media channel

to market the product and to communicate with their customer. The

main media use by SaSa Beauty Retail is Personal Selling. Personal

selling is communication processes in which sales associates help

customers satisfy their need through face-to-face exchanges of

information. The salespersons would provide information and

services to their customer which customer can get information

about the product before buying process by customer. SaSa use

sales promotion as media to communicate to customer. Sales

promotion is special incentives or excitement-building program that

encourages consumers to purchase a particular product or service.

SaSa use samples to offer potential customers the opportunity to try

a product or service before they make a buying decision. Besides,

their also use coupons to attract customer to come their store. The

coupons offer a discount on the price of specific items when theyre

purchased. To advertise the product, SaSa use leaflets and poster.

Leaflets are distributed to customer whom people pass by SaSa

store. The leaflets are attractive design and provide information of

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product while poster hanging on walls which content some new

product to let the customer knows.

3.7 Assess its performance and position in the marketplace, and

prospects for the future. Is it future promising or questionable?

What does it need to do in the future to provide strong financial

returns? Why?

After doing observation regarding market research, our groups

realized that One Borneo Shopping Centre have ability to assess its

performance and position in the marketplace. As we know, One

Borneo is still new in shopping centre marketplace which the One

Borneo completed constructed in 2008.

The attractiveness of One Borneo can give comfortable to Kota

Kinabalu citizens and also give value to Kota Kinabalu City Hall.

According to Kota Kinabalu population of people, One Borneo will

provide the catchment for its retail business to public from in and

around Kota Kinabalu. One Borneo provides 600 retail outlets within

the building are spread across four floors. One Borneo Hypermall

shopping centre is the best place for discover seamless shopping

pleasure with outlets ranging from latest clothes, jewellery, watches,

accessories, leather and various regional designer brands.

To assess One Borneo marketplace positioning, One Borneo

Hyper mall has 1.5 million square fit of shopping, leisure and dining

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outlets besides containing a deluxe hotel, specialist medical centre

and a private college which make One Borneo differentiate to others

shopping centres to help in positioning in marketplace. Besides that,

there have international and regional chain hotel groups positioned

at One Borneo such as Novotel Hotel, Courtyard Hotel, Grand

Borneo Hotel and Tune Hotel which bringing hotels room at One

Borneo. Besides, the four condominium blocks consist of Tower A, B

and Price Tower (Tower C) give accommodation to people in or out of

Kota Kinabalu. The lower ground floor designated the market hall/

household/ services zone that largest supermarket in Sabah, 84,000

square feet Giant Supermarket whilst the Golden Screen Cinema

(GSC) complex with 8 screening halls and 36 lane bowling alley. One

Borneo also provide amenities such as transportation services by

taxis and bus shuttle as well as disabled-friendly facilities for those

visiting the shopping mall, exclusive event and promotional areas

and platinum lifestyle card. One Borneo Hypermall has a good

position in the marketplace to attract tourist and citizens in Kota

Kinabalu to shopping and spending in One Borneo.

Prospects for future, One Borneo must continue first public

aquarium and ocean discovery centre called Aquatica in shopping

mall. The Aquatica can attract the customer in shopping mall

besides buying things. To build Aquatica is still questionable because

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the projects expenditure is higher. One Borneo can build

playgrounds and sport centre which focus on children and teenagers

as target market. Sport centre such as indoor football can attract

students from private and public college around One Borneo.

To provide strong financial returns in the future, One Borneo

should make sure the retail store lease with the price which retailers

can afford. In One Borneo Hypermall, there still have store not yet

leasing to retailers because the price for 900 square feet is RM

5000. Once retailers revenues unable to cover its fixed expenses, it

will force the retailers to close down the stores and lease to more

empty stores in One Bornoe.

3.8 Identify the following questions:

a) The target market that you think the shopping centre is

directing its efforts and why?

Due to One Borneo was located nearly the University Malaysia

Sabah, thus, absolutely UMS students will be the primary target

market. Recently, UMS have expanded its students hostel to the One

Borneo apartment had increase the market opportunities of

retailers. One Borneo is home to large collection of restaurants,

entertainment outlets, departmental stores and supermarkets. As a

result, Group of students will consume more at One Borneo in term

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of daily food, entertainment and others. Besides the students, One

Borneo had also directing its effort toward tourist. One Borneo was

surrounding by numbers of hotels, such as Novotel Hotel, Grand

Borneo, Courtyard Hotel and Tune Hotel. Moreover, One Borneo

consists of numerous of international brand outlets that could

attract this group of customers. In addition, tourists are more willing

to purchase luxury merchandises if compared to the local citizens.

b) How the shopping centre strives to satisfy the needs of the

target market

One Borneo Hypermall have offered several merchandises and

services to fulfil the needs of its target market. Free shuttle bus

services have been provided for UMS students to solve their

transportation problem. Moreover, there are also particular shuttle

buses provides free back and forth service to Warisan Square,

central of Kota Kinabalu to its hotel customers. Nevertheless, there

are some restaurant offered with the student prices, for instances,

Apple, CVC, My Kitchen. It could help students to save their cost and

satisfy their needs. Besides, some well known international

franchises such as Starbucks, KFC, McDonald and Pizza Hut became

the choices of tourists since most of they are still unable to adjust

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their tastes with the local foods. Many anchor tenants could be

found in the One Borneo, for instance, Giant Hypermarket had

provided breadth and depth of merchandises with the lowest prices

that could fulfil every shopper. Golden Screen Cinema (GSC) became

the first choice of students during their leisure time. This is because

GSC has provided the special offer (lower price than usual) to

students during the weekdays. In addition, GSC was also became

one of platforms for students to release their pressures. Parkson

departmental store was another tenant existed in One Borneo.

Breadth of variety and depth assortment has been provided by

Parkson, which aims to cover every aspect of needs. Different

brands of clothes, dresses, shoes, accessories cover all the clothing

needs from men to women as well as child. Undeniable, shopping

mall that always satisfy customers needs will build the customers

loyalty as well as competitive advantages over its competitors.

c) How the shopping centre builds a long-term advantage over

the competitors.

There was highly competition among shopping malls in Kota

Kinabalu City. To survive in market, One Borneo could put more

effort to satisfy its major customers UMS students. Better services

and products should be served to them. The problem that we

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discussed above should be solved and more types of stores should

be introduced into One Borneo. For instances, more entertainment

facilities should be prepared in order to attract these group of

people to consume in One Borneo, thus increase the profits of

retailers and reduce the empty spaces too. Besides, One Borneo

should continue its construction of first public aquarium and ocean

discovery centre called Aquatica in shopping mall. The Aquatica can

attract the customer in shopping mall as well as simulate the

shopping environment. Lastly, more unique stores should be opened

in term to differentiate One Borneo from other competitors and build

up its unique image.

d) Conclude with how effective you think the shopping centre

strategy is for each tenant.

The tenant strategy for One Borneo seems more likely

insufficient since there was number of retail stores closed up time

by time. This might because the shop rental was high and some

stores unable cover with its and force to end up their businesses. It

will lead to more vacancies and fewer choices for customers.

Moreover, there are less or no renovations towards its shopping

mall. Renovating is a frequent and planned event to keep the

tenants happy, the customers coming back, and the property

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looking good. However, in One Borneo, some broken floor tiles was

existed until today and no renovation action towards it. When

customers discover it, it will bring the bad impression towards One

Borneo.

3.9 Discuss and make a recommendation of competitive

advantages for the chosen shopping centre.

One Borneo is the one shopping centre that really popular

among people at Kota Kinabalu but this is not the only shopping

centre that have been build in Kota Kinabalu. The others shopping

mall that can be One Borneo competitor such as Centre Point and

Suria Sabah. Suria Sabah is the new shopping centre.

To compete with others shopping centers, One Borneo should

make an improvement to manage the shopping centers to compete

with their competitors and make a different. One Borneo can provide

uniqueness store offering. One Borneo can lease store to the

retailers which can sell unique product which their competitor have

not provide uniqueness store. The product provide in the store

should be current updated with new design and style.

One Borneo Hypermall should improve the signage and

graphics because One Borneo still lack in advertising the store

product and also the event highlight. Signage and graphics can help

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customers locate specific products and departments store and

provide product information. Graphics such as photo panels which

hanging on wall at specific place which customer can see. Signage

in One Borneo also should be improved. Signage is very important

to identify the location of store in shopping centers. The sign are

hung from the ceiling which customer can see.

Lastly, One Borneo Hypermall also needs to improve their

website which still lack of information. The website needs to provide

details information which customer can know each store before they

come to shopping.

4.0 Appendixes

Outlook of One Borneo Hypermall

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Night view of One Borneo Hypermall

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Major anchors of One Borneo: Giant as primary trading area

Primary trading areas: KFC which nearest with Giant

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Another store contributes to primary trading areas: McDonalds

Aquatica that still under construction and its empty spaces in front

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Stores that closed down and lead to vacancy

Trading areas that with fewer people passed by

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Situation at car parking area

SaSa Beauty Retail

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5.0 Referenes

1. Levy & Weitz, Retailing Management Eight Edition. Published by

McGraw-Hill International Edition.

2. 1 Borneo Hypermall, Retrieved from

http://www.jurunilai.com.my/websitearticle/1borneohypermall.ht

ml.

3. Creating a Competitive Advantages, Retrieved from

http://www.va-

interactive.com/inbusiness/editorial/sales/ibt/competitive_edge.ht

ml.

4. Tenant Mix Strategy & Mix, Retrieved from

http://tenantmix.wordpress.com/

5. N.Danev (2011), What are socio-economic factors? Retrieved

from http://www.ehow.com/info_7992542_socioeconomic-

factors.html

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http://www.jurunilai.com.my/websitearticle/1borneohypermall.htmlhttp://www.jurunilai.com.my/websitearticle/1borneohypermall.htmlhttp://www.va-interactive.com/inbusiness/editorial/sales/ibt/competitive_edge.htmlhttp://www.va-interactive.com/inbusiness/editorial/sales/ibt/competitive_edge.htmlhttp://www.va-interactive.com/inbusiness/editorial/sales/ibt/competitive_edge.htmlhttp://tenantmix.wordpress.com/http://www.ehow.com/info_7992542_socioeconomic-factors.htmlhttp://www.ehow.com/info_7992542_socioeconomic-factors.htmlhttp://www.jurunilai.com.my/websitearticle/1borneohypermall.htmlhttp://www.jurunilai.com.my/websitearticle/1borneohypermall.htmlhttp://www.va-interactive.com/inbusiness/editorial/sales/ibt/competitive_edge.htmlhttp://www.va-interactive.com/inbusiness/editorial/sales/ibt/competitive_edge.htmlhttp://www.va-interactive.com/inbusiness/editorial/sales/ibt/competitive_edge.htmlhttp://tenantmix.wordpress.com/http://www.ehow.com/info_7992542_socioeconomic-factors.htmlhttp://www.ehow.com/info_7992542_socioeconomic-factors.html


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