LOCATIONAL ANALYSIS & MARKETING STRATEGY OF SUBURBAN COMMERCIAL COMPLEX - GOLDENHILL SQUARE

Abstract

Amidst the boom of construction in the central area, suburban development, be it office or shopping is fast becoming more and more popular. Today, 'decentralisation' and 'the suburban office and shopping development' is gaining interest among the profit-conscious developers. However, not all is well on the suburban front. Suburban shopping centres, in the face of tough competition from the Orchard Road Shopping District, HDB's Town Centres and other suburban shopping facilities may find it difficult to build up a large regular clientele and are more dependent on the infrequent and irregular novelty seekers. As regard suburban office developments, the over-supply situation coupled with the economic recession has adversely affected their performance. Against this backdrop, it is the intention of the author to study the locational aspects of a suburban shopping cum-office complex and the marketing strategies adopted in overcoming its locational disadvantages. Goldhill Square, a new and prestigious suburban commercial complex in a unique position, is therefore singled out as a case-in-study. From this case study, it is found that although marketing strategies can be used in counteracting locational disadvantages, the success of a suburban commercial complex still rests heavily on location. However, the dynamic interplay of marketing strategies in accordance with individual suburban locations can go a long way towards contributing to the success of suburban commercial complexes.