Competitive strategies framework for existing shopping malls in Malaysia

Chan, Wei Ling (2020) Competitive strategies framework for existing shopping malls in Malaysia. Final Year Project, UTAR.

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Abstract

In Malaysia, a large number of shopping malls have sprung up like mushrooms in Klang Valley. The mushrooming of new shopping malls is accelerating the depreciation of the older, outdated and less trendy malls and this situation is transforming the retail sector into a red ocean. Retail sector especially shopping malls required an effective competitive strategy in order to survive in this highly competitive industry. There were previous researches studied about the shopping malls focusing on design, location, convenience, maintenance, consumers’ emotion, utilitarian and hedonic principles and more. However, there was a lack of studies in focusing on the competitive strategies for shopping malls which are the combination of all appropriate ways and means to improve the performance of existing shopping malls. Therefore, the aim of this study is to reduce the abandonment of existing shopping malls in Malaysia by proposing appropriate competitive strategies. A quantitative approach was adopted for this study, where literature review served to identify various competitive strategies that could be applied in shopping malls. There were 15 competitive strategies parameters identified including parking facility, recreational facility, baby nursing and changing rooms facility, personal service, communal service, priority shopping access, retail mix, quality of product, digital service, digital payment, digital program, design factor, ambient factor, promotional activity and festival event. 123 sets of questionnaires were collected through social media such as email, LinkedIn and WhatsApp. After that, the relative importance on each competitive strategy parameter was analysed by using arithmetic mean ranking. The finding showed that the top three competitive strategies parameters for shopping malls are maintaining good hygiene, offering good quality of products and possessing good communal service such as lifts and escalators. Kruskal-Wallis Test and Mann-Whitney U Test were conducted and the results revealed that there were significant differences in term of competitive strategies parameters across different age groups and genders of respondents. A refined competitive strategies framework was developed as an outcome which could be referred by the shopping malls. Appropriate and suitable competitive strategies could be adopted based on the target customer vii and market of the shopping malls. This study is intended to make contributions to the retail industry and allow the existing shopping malls to gain competitive advantage for survival and growth.

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