Pichamon Adulavidhaya Kunthida Jariyavithayakul Thadchawadee Wejrungsikul Kosit Wibullaksanakul

Background Originally called the World Trade Center Was opened in 1990 Acquired and managed by the Central Group, the most successful Thai retail management group in 2002 The renovated mall's grand opening in July 2006 The largest shopping center in Southeast Asia Larger than Hong Kong's Ocean Terminal.

Fact Sheet Target Customers: Middle class, all ages Located in the middle of Bangkok surrounded by –Schools, Colleges, University –Tutor Centers, Meeting place of Thai teenagers –Office Buildings, Financial Streets –Residential Areas

SWOT Analysis Strengths Modern design, well-separated zones One stop shopping complex including Offices, Hotel, Fitness Center, Bowling lanes, Theatres and Karaoke rooms Wide variety of retailers Located in the heart of shopping district Mass Transit available

Strengths (Cont’) Brand royalty and reputation of management and owner (Central Group) Largest capacity of parking lot in Thailand Entertaining ambience Many flagship stores and unique department stores e.g. Strong partnership with retailers Many social activities: Count down, Beer festival, Concerts SWOT Analysis

Weaknesses Too large to walk Some areas are during construction Parking lot layout

SWOT Analysis Opportunities Consumer trends – convenience and trendy Supported by government policy- “Bangkok Fashion City” Expand target market to office workers Surrounded by 5-star hotels Located near popular tourist attractions e.g. Erawan Shine Low cost of living – high purchasing power for foreigners VAT refund for tourists Contract with tour agencies for shopping destination

SWOT Analysis Threats A lot of competitors Severe traffic problem Political instability- The coup in September 2006 Economic downturn

Thank you very much

References ma_boon_krong_mbk_shopping_center_bangkok-i-tgphotoid ;_ylt=Ak1gdq0N6y3B8fuqjEQ3EiVjFWoLhttp://travel.yahoo.com/p-travelguide action-pictures- ma_boon_krong_mbk_shopping_center_bangkok-i-tgphotoid ;_ylt=Ak1gdq0N6y3B8fuqjEQ3EiVjFWoL