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Retail Spaces MallsTable 5.6.1 Centre details, Plaza MadiunSource: Jones Lang LaSalle Research and ConsultingPlaza MadiunYear Completed . . . . . . . . . . . . 2000NLA (sq m). . . . . . . . . . . . . . . . 19,029*Major Tenants in the Centre. . Matahari Supermarket, Matahari Department Store, Timezone,Boston PharmacySource: Jones Lang LaSalle Research and Consulting* Note: Total are is based on building measurement.The primary target market for Plaza Madiun is local city residents. Based on observation and informationfrom the Matahari store manager, the majority of visitors coming to the centre are primarily from the middleto upper income segment compring mainly local residents and employees who are familiar with theMatahari brand and its products. While the brand is relatively new to Madiun compared to other localdepartment stores or supermarket operators, it continues to show positive growth as seen in the increasein Matahari’s market share over the past three years. Furthermore, customers from a wider marketsegment are becoming familiar with the brand as the result of effective marketing and promotion.The majority of shoppers coming to Plaza Madiun are families followed by the youth segment.Matahari Department StoreThis is the only Matahari Department Store in Madiun. It provides numerous lines ranging from fashion,accessories and some other necessities i.e stationery, tools and children’s toys. According to the Mataharistore manager, product offerings from the outlet in Madiun are lower quality and prices.Being the only nationwide player in the market, Matahari has positioned itself slightly higher than otherlocal department stores. The closest competition comes from the department store located across theroad from Plaza Madiun, Pasaraya Sri Ratu, which other products similar to Matahari’s. Others includesmaller local players such as Bandung Department Store and President Department Store.Matahari SupermarketMatahari Supermarket caters to Madiun’s middle-upper income segment. A good selection of freshproducts coupled with quality professional services has put Matahari Supermarket far above itscompetitors in the local market. Again, the nearest competition comes from Pasaraya Sri Ratu, whichcombines a department store and supermarket in its outlet. Other competition comes from minimarketssuch as Alfa and Superindo, which have expanded within local neighbourhoods.5.6.3 Trade area analysisThe centre’s trade area is considered to cover the whole of Madiun as the primary catchment and severalcities within the Madiun Regency as the secondary catchment. The extensive greographic reach is due tothere being few comparable modern retail facilities available within the region.In the PTA, Plaza Madiun shares the market with few shopping centres. However, based on interviews withMatahari management, the most significant competition is considered to be Pasaraya Sri Ratu. This centrehas more retail space and variety of retailers compared to Plaza Madiun but Plaza Madiun is considered tohave stronger anchor tenants. The two centres dominate the middle and middle-upper income segment inMadiun.Other competition for Plaza Madiun comes primarily from stand-alone department stores andsupermarkets.F-122