TENANT MIX IN OUB CENTRE (RETAIL PODIUM)

Abstract

Since the evolution of planned shopping centres in the 70s, mushrooming of such centres can be seen in Singapore. As more and more shopping centres are being built, keen competition to outdo each other in attracting shoppers can be seen. This is especially evident in the recent recession period where even the popular shopping centres have to resort to price slashing of merchandise to attract shoppers. As competition among shopping centres grows in intensity, awareness of the factors which contribute to the success of a centre is of utmost importance. As tenant mix is considered to be one of the most important ingredients for the success, especially in the last decade, this dissertation aims to bring to light what is a good tenant mix policy. In the course of illustrating this policy, a case study of one of the most recent developments, OUB Centre (Retail Podium), is undertaken. In this study, an analysis of whether the retail podium is able to satisfy each criterion of a good tenant mix policy is carried out. Recommendations are then given to upgrade the tenant mix. The uncertainities of the future scenario against the tenant mix of the Podium are also pointed out.