CGEO301: Analyzing Retail Specialty at Markville Shopping Centre, ON

This report provides an analysis of the retail environment at CF Markville Mall in Markham, Ontario, Canada. The study identifies promotional tools used by stores, dominant business types, and the mall's strengths. Research methodology included primary data collection through store visits, interviews, questionnaires, and observations, as well as secondary data from books and press releases. The report details the stores present, outdated stores, and vacant stores at the time of the study. It analyzes the retail supply, calculates the retail mix, identifies predominant retail categories (with a focus on women's fashion), assesses vacancy rates, and reports on the percentage of chain/franchise operations. The report also highlights businesses serving specific ethnic groups and their strategies, such as Marlin Travel's focus on Chinese travelers. The study concludes by summarizing the key findings regarding the mall's retail composition and its appeal as a shopping destination.

GEOGRAPHY
By Name
Course
Instructor
Institution
Location
Date

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