Strategic Analysis Report Burgis Junction Mall

Added on - Apr 2020

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Running Head: Strategic Analysis[Company name]Burgis Junction Mall[Document subtitle]
Strategic Analysis1Contents1 Introduction.....................................................................................................................12 External Analysis............................................................................................................12.1 Industry overview and Analysis...................................................................................12.2 PESTEL Analysis.........................................................................................................22.2.1 Political Analysis.......................................................................................................22.2.2 Economic..................................................................................................................22.2.3 Social........................................................................................................................22.2.4 Technology...............................................................................................................32.2.5 Legal.........................................................................................................................32.2.6 Environment..............................................................................................................32.3 Porter’s five forces analysis of Retail trade industry of Singapore..............................32.3.1 The threat of New Entrants: moderate.....................................................................32.3.2 Threat of Substitute of product or service: Moderate...............................................42.3.3 Rivalry among existing firms: High...........................................................................42.3.4 Bargaining Power of Supplier: Low..........................................................................42.3.5 Bargaining power of Buyer: Moderate......................................................................43 Internal Analysis.............................................................................................................54 SWOT Analysis...............................................................................................................55 Possible Strategic Options.............................................................................................6
Strategic Analysis2Market Penetration............................................................................................................6Retail Format Development...............................................................................................76 Recommended Strategy.................................................................................................77 Overall Conclusion..........................................................................................................8References.........................................................................................................................9
Strategic Analysis31 IntroductionAccording to Capital Land Burgis Junction is the funky modern mall of the Singapore,opened in 1995 by Japanese company Parco. The mall includes both indoordepartment store and open-air shopping street. This open-air shopping street is madeup of the glass roof, and it does give the experience of street shopping in the air-cooledaisle, saving the customer from the hot and sunny weather. Burgis is famous for itscombination of Burgis mall and Burgis street, Burgis street actually gives the look of thetraditional colonial history of Singapore. (CapitaLand 2017)Burgis junction is the one-stop destination for all age customers whether it be ateenage, or corporate person, tourist, local people to relax, eat or shop. Burgis junctionhas a luxurious brand store, local designer’s shop's costume accessories outlet for thefashion setters with a premium price, another part of junction includes a street shop withlow cost with lots of varieties of food outlets and a special food court connected with afive-star hotel.2 External Analysis2.1 Industry overview and AnalysisRetail trade industry of the Singapore in 2013 was 42.3million dollars and was moving inuptrend due to its urban population Singapore is the only country where all thepopulation is urban with per capita income of 70k approx.(Tan 2017)Due to the heavy spending power of its customer retail industry was growing atincreasing rate but due to various factor, its growth has slowed down. The main reasonbeing the E-Commerce, weak retail spending, rising business costs and a shortage ofemployees is leading to sluggishness in the retail market. According to Savills worldresearch Singapore The recent Paypal survey predicted 42.2% year on year surge inSingapore mobile shopping.(savills 2017)As per Inside Retail 2015 the life cycle of the Retail industry of Singapore is at thedeclining phase as customers have started moving more to the online shopping rather
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