Analysis of Retail Supply at CF Markville Mall

This report provides an analysis of the retail supply at CF Markville Mall, including the predominant retail categories, vacancy rate, and advanced promotional activities. The study was limited to the activities within the stores in the mall, and data was collected through personal interviews, questionnaires, and observation. The report highlights the popularity of women's wear and the vacancy rate of 4% at the time of the visit.

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Contents
INTRODUCTION...........................................................................................................................................2
OBJECTIVES..................................................................................................................................................2
SCOPE OF THE STUDY..................................................................................................................................3
RESEARCH METHODOLOGY.........................................................................................................................3
DEVELOPMENT OF THE RESEARCH PLAN.....................................................................................................3
Primary Data............................................................................................................................................3
Secondary Data........................................................................................................................................4
MATERIALS..................................................................................................................................................4
Respondents................................................................................................................................................4
SITE STUDY..................................................................................................................................................4
ANALYSIS OF THE RETAIL SUPPLY..............................................................................................................18
CONCLUSION.............................................................................................................................................32
REFERENCES..............................................................................................................................................34
APPENDIX..................................................................................................................................................35

INTRODUCTION
CF Markville is commonly known as the Markville Shopping Centre. The mall has over 60
stores in Markham, Ontario in Canada. The mall is situated at the point of the intersection of the
McCowan and Highway 7East. The Shopping mall was developed by the development of the
JDS and has been under the ownership of the Fairview. The process of ascertaining or having
proper confirmation of the product or the service into a final user or the consumer may need
some emphasis on the site. The mall has been useful to the traders who strive to ensure that there
is the proper availability of the goods to the consumers. The visit to the mall was meant to
highlight some of the activities that are found within the respective stores.

Figure 1: Markville Shopping Mall (Kumar 2012)
OBJECTIVES
 To identify some of the tools of the promotion that are used in the stores within Markville
shopping mall.
 To identify the most dominant business type within the mall
 To identify some of the strengths of the mall that makes it preferred by the customers
SCOPE OF THE STUDY
The study was limited to the study of the activities at the Markville mall, especially within the
stores. Much focus was on the kind of businesses within the stores in the mall alongside
promotional activities (Bandey and Rather 2013).

RESEARCH METHODOLOGY
The methodology of the research that was used in the study of the activities within the Shopping
center put a lot of emphasis on the activities of the sales and other competitive features of the
structure.
DEVELOPMENT OF THE RESEARCH PLAN
There was the development of the research plan on how to collect the required information
regarding the contact for the gathering of the relevant data. The collected data was regarded as
the foundation of all research work. The collection of the data was regarded to be from two
sources that were primary data and the secondary data(Masud, Pfeil, Agarwal and Gonzalez
2017).
Primary Data
The primary data was collected by the direct visit to the Markville Shopping Centre. These data
were obtained through:
 Conducting personal interviews
 Questionnaire
 Observation
Secondary Data
Prior to the visit to the mall, the secondary information regarding the shopping Centre was
collected from the materials like books and also the press release of the Shopping Centre.
MATERIALS
 Camera for taking photos
 A pen

 Note book
 GIS map
Respondents
 Sample stores
 Customers at the site
 Management personnel
SITE STUDY
The following stores were identified during the field study at the CF Markville Mall.
1. A&W
2. adidas
3. Aldo
4. Altima Markville Dental Centre
5. Amaya Express
6. American Eagle Outfitters
7. Apple
8. Ardene
9. Aritaum
10. Aritzia

11. AROMA ESPRESSO BAR
12. Banana Republic
13. BARBER SHOP, THE
14. Bath & Body Works
15. Bell
16. Bentley
17. Best Buy
18. Best Buy Mobile
19. BIKINI VILLAGE
20. Bombay
21. Bourbon Street Grill
22. Browns
23. Bubble Tease
24. CARTER'S OSH KOSH
25. CARYL BAKER VISAGE
26. CHURCHILL'S CIGAR AND GIFT

27. Cinnabon
28. Claire's Boutique
29. Coach
30. Continental Currency Exchange
31. DAVIDSTEA
32. DENTAL: DR. AMELIA WOO, DR. DERBY WONG & ASSOC.
33. Dr. Foot
34. Dynamite
35. East Side Mario's
36. EB Games
37. Ecco Shoes
38. Eddie Bauer
39. Extreme Pita
40. Eyestar Optical
41. Fashion Fits Alterations
42. Fido

43. Flight Centre
44. Foot Locker
45. Fossil
46. FREEDOM MOBILE
47. Freshly Squeezed/Yogurt Delight
48. GAP
49. Gateway Newstands
50. Geox
51. GNC
52. Good Life Fitness
53. Gymboree
54. H&M
55. Hair Craze
56. HAKIM OPTICAL
57. Harvey's / Swiss Chalet
58. HEARING SOLUTIONS
59. HUDSON'S BAY

60. HYBA
61. IN BY SURPLUS
62. Indigo Spirit
63. Jack & Jones
64. Jean Machine
65. Jewellery Forever
66. Jimmy the Greek
67. Joey Markville
68. Kamdorbo
69. Kentucky Fried Chicken
70. KERNELS
71. Kiddie Kobbler
72. Kids Foot Locker
73. Koodo Mobile
74. Kool Kovers
75. L'Attitudes

76. L'Oro Jewellery
77. La Senza
78. La Vie En Rose / Aqua
79. Lab Sense
80. Laline
81. Laura Secord/Since 1913
82. Laura/Laura Petites/Plus
83. Lenscrafters
84. Lids
85. Little Burgundy
86. Loft
87. Lucky Mobile
88. LUKFOOK JEWELLERY
89. LULULEMON ATHLETICA
90. Lush Fresh Handmade Cosmetics
91. M Boutique
92. MAC

93. Manchu Wok
94. Mappins
95. Marciano
96. Melanie Lyne
97. Melonhead
98. MERCEDES-BENZ
99. Michael Hill
100. Michael Kors
101. Minis
102. Mr. Sub
103. Muji
104. Natural Solutions
105. Naturalizer
106. Nespresso
107. New York Fries
108. Nike
109. Nash

110. Nutrition House
111. Oceane
112. Odeon Shoe Repair
113. Old Navy
114. OSIM
115. Pandora
116. Papyrus
117. Peoples Jewellers
118. PHONE CARE PLUS
119. Pickle Barrel, The
120. Purdy's Chocolates
121. Quilts Etc.
122. Reitmans
123. Rogers Plus
124. Roots
125. RW & Co.

126. Saint Germain Bakery
127. SAJE NATURAL WELLNESS
128. Saks OFF 5TH
129. Scotiabank
130. Second Cup
131. Sephora
132. Shoe Company
133. Shoppers Drug Mart
134. Showcase
135. SHUMAKER
136. SKECHERS
137. Soft Moc
138. SPENCER GIFTS
139. SPORTING LIFE
140. Starbucks Coffee
141. Stars Men's Shops

142. Stitch It
143. Sunglass Hut
144. Sushi-Q
145. Swarovski
146. Swiss Chalet
147. Taco Bell
148. Tbooth Wireless
149. Telus
150. TEN REN'S TEA
151. Thai Express
152. The Body Shop
153. The Children's Place
154. The Face Shop
155. Things Engraved
156. Thyme Maternity
157. TIM HORTONS
158. TONYC STUDIO FOR MEN + WOMEN

159. Town Shoes
160. Toys 'R' Us
161. Trade Secrets
162. TRANSAT TRAVEL
163. Uniqlo
164. VANS
165. Victoria's Secret
166. Villa Madina
167. Virgin Mobile
168. VIVAH
169. Walmart
170. Winners-HomeSense
171. WirelessWave
172. WOW! mobile boutique
173. Yogen Fruz
174. Zara

175. ZUMIEZ
176. Zwilling J.A. Henckels
The data collected indicated the following as outdated Stores;
 Aeropostale
 AEROSOLES
 Bay
 BCBGMAXAZRIA
 BGS Homes
 Black's
 Bluenotes
 Caldi Leather
 Calendar Club
 Capezio
 Churchill's Cigar Store
 Dental Office
 Express
 Fairweather/Stockhomme

 Forever 21
 Guess
 Hallmark Cards
 Hickory Farms
 HOT TOPIC
 J. Crew
 JACOB
 King's Watch Co.
 Le Chateau
 Marlin Travel
 Public Mobile
 Ricki's
 Sears
 Smart Set
 SONY
 Sport Chek
 Strada

 Teavana
 THINGS REMEMBERED
 Tim Hortons Donuts
 Tip Top
 Watch It!
 Wind
At the time of the study, the following stores were found to be vacant
 Bell
 Town Shoes
 Toys 'R' Us
 M Boutique
ANALYSIS OF THE RETAIL SUPPLY
Each retail area is or at least wants to be, a specialized magnet for certain shoppers seeking
certain kinds of shopping experiences. Assess the extent to which the retail supply in the cluster
reflects that specialty.
As a private business progress, a considerable measure of to any clients will be given to
individuals who happen to pass by the store. This makes fairs and occasions the ideal place for
traders to acquaint the image with a more extensive group of onlookers. High volumes of
customer activity at these occasions will give the trader the chance to advance stock or benefits

and acquire new clients who generally wouldn't have come into contact with the store(Team
2015). To the extent advancement thoughts for retail locations go, having the capacity to
interface with the neighborhood network and have genuine associations with potential clients is
an extraordinary method to begin constructing the image. This has been extensively explored by
most of the trades at the mall. Those stores that employ this technique are actually doing better
than other competitors (Ahmad 2012).
Detail and calculate the retail mix within the assigned area, noting particularly the predominant
retail categories and types, the nature and proportion of “ethnic” and/or other specialty
businesses, the proportion of retail chains or franchises and independent businesses, the vacancy
rate, and any factors in the retail supply which makes the retail cluster a “shopping destination.”
The sampling exercise involved selected shops that had indicated a high rate of customer visit in
the last two months as per the available records. The frequencies of the visiting customers were
translated into the predominant of the business type. The franchised businesses automatically
enjoyed good sales and frequent visits due to their popularity. They, therefore, registered high
frequency. That business that indicated low frequencies as per the table below were deemed to be
vacant

Figure 2:Frequency of the store visit of the sampled malls

Figure 3:Graphical representation of the of the average sales in a particular shop.

The proportion of stores within each retail category (convenience goods, lower-order shopping
goods, higher-order shopping goods, services) shall be calculated and represented in graphics
and/or tabular form.
Figure5: Category of sales and their predominance.

Figure 6:Popularity index
Figure7: Advanced promotional activities in the mall.

If a predominant business type is apparent (e.g., restaurants, women’s fashion, services, arts,
etc.), this should be noted and the proportion of those types of shops calculated.
The Markville mall is a very busy place that allows for very many activities to be carried out.
Although nearly every commodity can be found in the mall, the proportions vary. The traders
within the structure have studied the purchasing trend of the customers. The statics and
attendance record indicates that women more frequently visit the place followed by children and
lastly men. Most traders have therefore shifted to the business of the women's ware like clothes
and shoes. Out of the 100 stores that were studied,37 of them are occupied with the women’s are.
This represents 37%
Calculate the vacancy rate of stores in the area at the time of the visit. Assess the retail vibrancy
based on the number of vacancies.
At the time of the study, the following stores were found to be vacant
 Bell
 Town Shoes
 Toys 'R' Us
 M Boutique
If this number of the stores are expressed as a fraction of the total. then the percentage value may
be obtained
Total number of the stores under the study=100
Vacant stores at the time of the visit=4
The rate of the vacancy=vacant/total*100

4/100*100
4%
Calculate and report on the percentage of storefront operations which are chain/franchise
operations. It is not necessary to determine the ownership type (chain-owned or franchise).
Some of the businesses within the mall have sought certification of operation by the use of the
other established businesses. These businesses have been included in the mall as an extension of
the of the product provision. Some of these businesses include;
1. Adidas
2. MERCEDES-BENZ
3. MAC
4. NIKE
5. Apple
6. Jack and Jones
7. Aldo
8. A&W
Percentage calculation
Total number of the stores=100
Number of franchised business stores=8
% of the franchised=franchised/total *100
8/100*100

=8%
Describe and calculate the proportion of business serving an identifiable ethnic group or
providing ethnic-specific goods and services to the broader public.
Marlin Travel has specialized on the Chinese travel.In order to enhance the known travel by the
Chinese and the Chinese guests, the Marlin Travel has recently launched the ZHOUDao.This is
basically a global China program for training to the employees who would wish to focus on the
etiquette of the Chinese, hospitality, and culture. In order to offer the guest home-away-from-
home experience, Marlin Travel has even exported some of its staff to China in order to expedite
the exercise. In their premise, they have indicated the position for the use of the Chinese
television, provision of the Chinese food. Their payment system also accepts the Chinese Union,
Pay Card.
The Chinese television channels are also provided within the waiting room for the travelers.
Other services include the Chinese newspaper and cuisine(Li 2016). Notwithstanding an
appreciated note in Simplified Chinese and in-room courtesies, for example, jasmine tea and a
devoted Mandarin-talking TV slot, the organization extended active administrations obliging this
gathering this year to incorporate extra conventional breakfast alternatives and a 24-hour
translation benefit that Mandarin-talking visitors can access amid their movements. As the
quantity of Chinese voyagers is relied upon to keep developing, the assortment of altered
neighborliness encounters intended to serve the requirements of this advancing statistic will
probably grow with it.
The Fashion Fits Alterations has set section of their workshop in which the Africans dresses are
made. Most of the experts have specialized on the large sizes clothes that are preferred by most

of the African people. The place has gained popularity among the Africans in the city.
Considering that the study only focused on the 100 stores, the percentage of the ethnic stores is
calculated as follows.
Total number of stores under study=100
Total number of ethnic stores or businesses=2
% of the ethnic;2/100*100
- 2%
The key attractions which serve as magnets for shoppers in the retail area.
The study that was conducted in the shopping mall highlighted some of the key factors that
attract customers to the place. This included the process of interviews with the customers that
were found within the place at the time of the study. Some of the factors that were mentioned by
the majority of the customers included the following:
Physical environment, security, and cleanliness
Most of the customers described the CF Marksville as a clean shopping mall that is also secured.
The cleanliness aspect of the building can be attributed to the proper layout of the structures.
Garbage collections and other waste management programs are properly managed in the place.
This has kept it free from the damped litter and other characteristic odors. Other than the security
personnel that is patrolling at designated points within the premise, the entire mall is under
surveillance of CCTV cameras. The environment is generally calm and free from the industrial
noise.

Mobility and accessibility
The mall is surrounded by very many major roads and served by perfect feeder roads. This has
enhanced its accessibility by the customers. This accessibility has also led to improved
emergency services like firefighting in the event of fire accidents. The parking lots that are
available within the area encourage motorists to do their large volume purchase from the mall.
The location of the escalators in certain stores like flight centers acts as the anchor for the entire
mall. This is a clear indication that people look for cozy, comfortable and very convenient
commercial shopping centers. It was concluded that mobility and also the accessibility of the
Mall positively affect or impact the intention of the user to visit the shopping mall.
The mall offer variety, status, and quality
Most traders prefer this mall because it offers a variety of the products hence the customers are
free to have their choice. The quality of the services and the products are up to the modern style
and standards. The management and traders at the mall have acknowledged that preference by
the customers is basically influenced by the perception of the variety within an assembly of the
choices. This aspect has been properly addressed in order to optimize the visitor experience by
the customers.
The mall offers additional services and entertainment
The study that was conducted indicated that the mall has improved on its own image and
attractiveness due to the incorporation of other services like relaxation, services of entertainment
and also food. Such provisions have been considered as the favorable offer for the leisure
activities alongside other diverse factors that influence the attendance motivation. Customers

interviewed confirmed additional services and entertainment impact positively the intention of
the user to visit the mall. This was true as for the case of the Children’s Place store.
Efforts to enhance accessibility
The mall has employed the use of different measures to improve the accessibility of the building.
The measures that have been put in place are based on various categories:
 Measures that are based on the Infrastructure.
 Measures that are based on location
 A measure of the competition
 Measures that are based on mobility.
Each of the sub-blocks of the shopping mall has got its own parking. The size of the parking is
restricted by the regulation of the city authorities. The restriction policy is dependent on the
location of the specific mall. Most of the customers are motivated by a large number of places
meant for the parking. The mall is surrounded by very many major roads and served by perfect
feeder roads. This has enhanced its accessibility by the customers/. This accessibility has also led
to improved emergency services like firefighting in the event of fire accidents. The parking lots
that are available within the area encourage motorists to do their large volume purchase from the
mall(Arroyo, Yebes, Bergasa, Daza and Almazán 2015).

Figure 8:Disabled accessing services within the mall(Arroyo, Yebes, Bergasa, Daza and
Almazán 2015).
The location of the escalators in certain stores like flight centers acts as the anchor for the entire
mall. This is a clear indication that people look for cozy, comfortable and very convenient
commercial shopping centers. It was concluded that mobility and also the accessibility of the
Mall positively affect or impact the intention of the user to visit the shopping mall. There are
provisions of facilities to be used by the disabled who may wish to use the same structures and
this further improves the accessibility of the building.
The mall is served with very may entrance points to ensure that the number of people accessing
the place is as many as possible.
Promotional activities that are meant to enhance the image of the cluster as a specialty
shopping district.
During the field study, the following activities were identified as the promotional measures
Regular markdown sales

The shopping district is actually characterized by a variety of markdown sales that are meant to
attract customers. It is noted that people who struggle financially tend to keep off from the
shopping mall unless there is a special product that they are interested in. Also, the management
and business people recognize that everyone likes purchasing goods at a discounted price. Major
sales and markdowns are therefore considered to be one of the best ways to attract customers and
therefore properly utilized by the traders within this district.
Figure 9:Promotional activities(Arroyo, Yebes, Bergasa, Daza and Almazán 2015)
Full utilization of the window displays
The traders at this mall make good use of the window displays as one of the promotional
activities. Anything that looks visually appealing is automatically known to attract the customers
and possibly bring the foot traffic to the respective stores. Most customers are normally
interested in going and having a look at the available product in the window and this was found
to be properly utilized here(Varma and Belk 2012).

Figure10:Window display at WOW! Mobile boutique(Ahmad 2012)
Regular implementation of the loyalty programs
CF Marksville shopping mall is known for numerous customer loyalty programs. The customers
who often spent their money at the place are normally rewarded. The frequency of the customer
visit is checked via the purchase history. This has even created the personal approach in some
cases(Yi and Xu 2012).
Leverage social media
The mall uses social media as one of its powerful tool for the marketing its products.
Advantages of the promotional according to the dealers
Reproducing business client or family unit for interest products.

2. Enhancing the market execution of centermen and deals people.
3. To pull in a new customer.
4. To build motivation selling.
5. To support more prominent use by existing customers.
6. Unrivaled Merchandizing.
7. Increment stocks and deals push.
8. Better item learning (as a turn off).
9. Better retire space at retail stores.
10. Prompt results.
11. Enhancement Dealer reaction in future.
12. To underpins the publicizing program.
13. To help the business group drive.
14. To help the business channels
CONCLUSION
. It was concluded that mobility and also the accessibility of the Mall positively affect or impact
the intention of the user to visit the shopping mall. There are provisions of facilities to be used by
the disabled who may wish to use the same structures and this further improves the accessibility
of the building. The size of the parking is restricted by the regulation of the city authorities. The
restriction policy is dependent on the location of the specific mall. Most of the customers are

motivated by a large number of places meant for the parking. The mall is surrounded by very
many major roads and served by perfect feeder roads. This has enhanced its accessibility by the
customers.

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APPENDIX
Map Sketches of the area