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Leased Malls4.6.7 SWOT analysisTable 4.6.6 provides a summary of the strengths, weaknesses, opportunities and threats for GMP.Table 4.6.6: SWOT analysis, Gajah Mada PlazaStrengthsGMP is a well established, prominently locatedcentre located near Chinatown, an area with alarge number of middle and middle uppersegment residents, with an above averageproportion of Chinese residentsGMP effectively caters for its target market(i.e. middle and middle to upper income segmentwith Chinese skew) as a one stop destination forshopping and leisure needsThe centre is unique as it offers value for moneyretailing without compromising its target market’srequirements for quality and ambienceThe centre benefits from a number of non-retailuses which generate income outside of normalshopping hoursOpportunitiesWeaknessesThe Rimo department store is poorly presentedand appears to be in need of more spaceThe centre is relatively old, hence it faces greaterchallenges in terms of competing with recentlyconstructed centres (e.g. building services,ambience, etc.)The centre is located in the ‘3 in 1’ CBD area(enforced car pooling precinct) which could detervisitation by individuals travelling by private carduring peak hours on weekday afternoonsThreatsReconfigure level 3 in conjunction with arefurbishment and expansion of the Rimodepartment storeFurther cement zoning strategy by fine tuningtenant mix throughout the centre (jewellery isconcentrated around levels 1 and 2, there arejewellersThe mobile phone precinct proposed for thebasement level should reduce vacancy in thisarea and add further credence to GMP’s profileas a comparison shopping centre destination(e.g. pets, jewellery, IT)Expand customer profile by capturing a highershare of the growing middle class marketDevise strategies to increase average visitduration and average spending levelsThere is an opportunity to further enhance thetenancy mix by branding and minor refurbishmentworks such as lighting finishes and main entrancewhich enhance the ambienceSource: Jones Lang LaSalle Research and Consulting4.6.8 Future outlookFuture shopping centre development in GMP’strade area remains strong which will inevitablydilute the potential of some centres in the area tomaintain current market shareThe centre should avoid moving to an highermarket position in line with its existing and newcompetitors as it would risk alienating corecustomers and jeopardise a point of difference forthe centreDespite the threat of new competitors, the centre has a well established position in the market which shouldremain intact. GMP also has a number of opportunities to counteract new competition and consolidate itsposition as a leading destination offering value for middle to middle-upper income residents (particularlyChinese residents) in its trade area.F-97