Malls

Executive Summary
Constructora De Las Casas is preparing to launch a new mall in the middle of Tacna’s market. Despite the few number of people living there, we are completely sure about opening this new mall-plaza because Tacna is a prosperous department of the south of Peru and it is a very important place because every year a lot of tourists go there to watch all the attractiveness of thezone despite the fact that there aren’t so many commercial areas of entertainment.
In the middle of Tacna, we can compete easily because in the most important area of Tacna, the Bolognesi Avenue, we can find shopping stores that came from Lima but they don’t represent a big amount of them. However, they are considered a big help for Tacna and their citizens by consider them as the best alternativeoptions to find what they are requesting. For that reason, we are sure that opening a business that offers even more options of purchasing, people will respond positively at the same time that they will expand their concept or habit to buy.
The primary marketing objectives of this plan are to achieve first-year Tacna’s market share of 3.2% and the primary financial objectives are to achievefirst-year sales revenues of ten million soles (S/.) and try to keep first-year losses less than ten thousand of soles.

Our business opportunity lies on the fact that a lot of Tacna habitants have a good economic situation to obtain good quality product that they are not able to get there. So, they have the necessity to cross through another department (Arequipa in most of the cases) and evenworst they have to leave our country contributing to external utility such as Chile and Bolivia.
For all these reasons we have decided to locate our business in the center on Tacna, specifically in Billingurst Street because it is a really well visited avenue and is next to Bolognesi Avenue. This zone is really quiet, surrounded with beautiful parks and really near of the “tourists’ hotel” of Tacnawhich is the most important, expensive and comfortable one.
Current Marketing Situation:
Constructora De Las Casas, founded 10 years ago by three entrepreneurs with experience in the Peruvian Market, is about to enter the Mall market in Tacna, which has no specific domination by any other big mall in the zone. Now that Tacna’s market has increased its view of what a is to buy in a comfortableplace like Topy Top that has just arrived, and that is not anymore “close-minded” with just its “mercadilllos”, Constructora De Las Casas, as a enterprise worried about the growth of internal market, is going to enter with a medium mall called “Tacna Open Plaza”. Our center is going to be integrated by Ripley, Metro, Cinemark as the big centers of attention and other small brands that would beinnovative and would obtain quickly all the attention of Tacna’s people. For that reason Constructora De Las Casas must carefully target specific market segments.

Market Description

Constructora De Las Casas’s market consists of consumers and business users who need innovative ways of shopping, that could find easily everything they need in the same place without having to walk around all Tacnato find what they want, returning to home with empty hands, having lose time and money on transportation. Specific segments being targeted during the first year include all kind of customers, from all the ages, every nationality and with or not a profession.

| TEENAGERS | ADULTS |
Geographic | Nowadays we have a great variety of tourists which main destination is Lima, and they usually stayin Miraflores district.Most of the hotels in Miraflores are near Larcomar and its surroundings, where we are located. | We want to offer our service in just the coastal area (Piura, La Libertad and Chiclayo) because we have the same customs.Highlands and jungle wouldn’t be a good target market because they have their own attractions. |
Demographic | Income -> middle, middle high and...