Setting up an Entertainment Center at The Boulevard

The Boulevard
Banbridge

Contents
INTRODUCTION.....................................................................................................................................3
Project Aim................................................................................................................................................3
Objectives...................................................................................................................................................3
Timeline for the Project............................................................................................................................8
CONCLUSION..........................................................................................................................................9
REFERENCES........................................................................................................................................10

INTRODUCTION
The Boulevard is the premier outlet shopping destination in the Northern Ireland and has
redefined the overall retail experience for the customers. The owners of the property continue to
invest in the necessary elements for its success. This includes hiring qualified and experienced
people, making on-site improvements, increased integrated marketing and so on (Choi, Kim and
Kim, 2018). Various analyses of the place have been conducted in order to gain useful insights
about the place. It has been found that nearly 75% of the people who visit The Boulevard are
between the age group of 25-54 years. Also, the average age of the visitors at the shopping
destination was identified to be 41 years. The project that has been chosen for this report is to set
up an entertainment center at the current unused space around the Omniplex at The Boulevard.
The main aim behind this project is to generate income.
Project Aim
The main aim behind undertaking the project of setting up different businesses at the
current unused space around the Omniplex at The Boulevard is to generate income through
vacant units.
Objectives
Analysis: To analyze the strategy by using different frameworks such as competitive
analysis, target market analysis etc. The strategies of competitors as well as their performance in
the market. Also, there is an analysis of target market so as to develop strategies to attract a
greater number of people.
It has been analyzed that there are a lot of shopping destinations in the United Kingdom
across various locations. With the outbreak of the pandemic in 2020, there have been many
innovative strategies implemented across different shopping destinations across the United
Kingdom to ensure the safety of the staff members as well as the visitors (Harvey, Morris and
Müller Santos, 2017). The target market for the unused spaces will include people who visit the
Omniplex Theatre. The owners of the multiplex will invest in the project so as to make
improvements and make the project attractive so that more people visit the same.
SWOT Analysis