The Management of Shopping Malls in Australia - Assignment Example

Name, Instructor, Course, Date of Submission Managing Organizational Changes Australia has been recording a low-slung sum of European and American tourists in the recent years. However, this does not mean that tourism is about to die in Australia. The dwindling number of tourists from Europe and America is speedily being replaced by the ever increasing inflow of Asian tourists in Australia [Jon14]. Australia has logged the highest number of Chinese visitors ever, in the past two years. They have increased by more than 20% within this short period. Australia was used to receiving tourists from parts of Europe and North America [Mar14]. Most hotels and shopping malls had been designed to attract and serve these tourists. Since the number of Asian tourists seem like it will blow up soon, shopping malls are restructuring and repositioning themselves for the new changes. This is pertinent so that they will be able to compete favorably and win over this new market. This paper will identify three shopping centers and discuss how they have had to undergo changes in an attempt to prepare for this new market. The following centers will be discussed: Shop 1: Westfield Shopping Centre Shop 2: Pit Street Mall Shop 3: George Street Shopping Centre Shop1: Westfield Shopping Centre This is one of Sydney’s busiest malls [Jon14]. This means that good marketing has been done, and any visitor is likely to visit it before leaving Sydney. As the influx of Asian tourists continues to rise, the management of Westfield mall is constantly working on various improvements that should serve to attract this new group of tourists. This section will talk about these changes. a) What changes have been made? New Front Look and Improved Pedestrian Pavement- This is one of the busiest pedestrian shopping centers in Sydney [Jon14]. The management has done an uplift of the front appearance of the mall to make it more attractive. Catenary lights have been installed to decorate the place, especially during the festive season. This is a good way of puling Asian tourists who are always fascinated by beauty. New stone paving have been created for pedestrians too. The place is amazing. Shopping Experience- Chinese people are shopaholics [Mar14]. Pitt Street Mall has made some improvements to capture the attention of Asian shopaholics. The introduction of Zara shop in 2013, and the renovation of Mui Mui shop was a great way to enhance the Asian shopping experience in Pitt Street Mall. Asian foods courts have also been introduced at the place. Additional tress and sitting spaces- Asian people love nature. They also like to seat together with family and have a nice time together [Mar14]. They will find Pitt Mall Street an interesting place because the new improvements cater for their needs. Additional sitting spaces mean that they can come with family and have a great time. More trees have also been planted. Asian people love trees. b) Advantages of the changes Pitt Street Mall has been one of the most attractive shopping malls for tourists [Jon14]. However, it favored European tourists. With the introduction of these new changes, it can now be able to take advantage of the ever increasing number of Asian tourists, who are replacing European and American tourists. c) Disadvantages of these changes The main disadvantage is that as more and more changes are being made, Asian tourists may be attracted, but these changes could scare away potential American visitors. d) Any improvements that can be made to take advantage of International Tourists. The management of the mall could come up with a travel company that can pick visitors from the airport, and even take them round Australia. This will give Pitt Street Mall an edge over the rest. Shop 2: Westfield Mall a. What changes have been made? The following changes have been made in an attempt to capture the attention of Asian tourists: Introduction of upscale Asian boutiques and beauty center- Chinese, Japanese and Indian visitors can now find a place that understands their definition of beauty. They can be comfortable enough in such a place since they understand their beauty culture. Enhancement of Asian Shopping Experience- Setting up Coles and Rite supermarkets was one of the best ways of enhancing the shopping experience of Asian visitors. Cole supermarket stores all the products that you would find in a supermarket back in India or even China [Mar14]. Rite supermarket stores fresh Asian foods. Introduction of Asian Restaurants- Chinese tourists do not like trying out new foods. They love to eat their own food. Din Tai Fund is one of the Asian food courts that have been introduced to Westfield mall. It prides itself of having the tastiest dumplings in the world. b. What are the advantages of these changes It is clear that significant changes have been made to Westfield mall. These are great ways of attracting international visitors. Tourists love a one stop shop. Westfield mall is already becoming a one stop shopping centre for the Asian community. They are likely to refer each other to this mall since it serves almost all their needs. c. What are the disadvantages of these changes? These changes will definitely result into losses by European shops that are situated in Westfield mall. This is because European tourist may feel unwanted when they see more changes being made each day. They will opt for places that give them a preference. d. Any improvements that can be made to take advantage of international tourists. Affluent Chinese like going to Casinos. They do not fancy movie places like American and European tourists do. The introduction of a casino could be a great move. Shop 3: George Street Shopping Center a. What changes have been made? Chinese Culture Center- This center is rich of the Chinese culture. Chinese and even other international visitors will always visit the place. The Chinese people enjoy spending time at this centre because it feels at home [Mar14]. Asian Restaurants- George St shopping center has also invested in Asian restaurants and hotels. This attracts Asian visitors because they feel comfortable spending time with people who understand their culture. Shopping Experience- Fu Tong Asian supermarkets and Halfa Asian groceries are the main shops that are frequented by Asian visitors. They hardly try out new things. These shops have attracted many Asian tourists to George St shopping centers since they were set up. b. What are the advantages of these changes? The main advantage of these changes is that this shopping center is likely to register increased sales due to the rising number of Chinese consumers. c. What are the disadvantages of these changes? These changes will definitely scare away American tourists. d. Any improvements that can be made to take advantage of international tourists? Setting up a Chinese relaxing center could be a great idea. Asian people like to relax with each other. They do not mix with other people easily. Setting up and Asian casino or bar could also attract more Asian visitors to George St. Works Cited Jon14: , (Jones Lang Lasalle 1), Mar14: , (McCrindle 33), Jon14: , (Jones Lang Lasalle 2), Mar14: , (McCrindle 34), Jon14: , (Jones Lang Lasalle 3), Mar14: , (McCrindle 23), Read More