current position and development perspectives shopping center bursa 2009

SHOPPING CENTER BURSA – CUSTOMERS SURVEY - 2009 1

Current position and development perspectives

SHOPPING CENTER

BURSA2009

Current position and development perspectives

SHOPPING CENTER

BURSA2009

VAL D’EUROPE - ETUDE CLIENTELE - Juin 2008

1

MARKETING SURVEY AND ADVICE PARIS. SAO PAULO . ISTANBUL

23 Rue de la performance 59660 VILLENEUVE D’ASCQTel 03 20 815 820 - Fax 03 20 8158 [email protected] - www.sad-marketing.com

Fahrettin Kerim Gökay caddesi No:245, D:6 Göztepe / KadiköyTel 0539 365 04 [email protected] - www.sad-marketing.com


Trading area of Bursa


The trading area of BursaThe trading area of Bursa

The trading area

Sommaire

MAP

1

46%6

32%

7

9%

9

7%

5

23%

279%

338%

10

18%

4

22%

8

90%

21%


The trading area of BursaThe trading area of Bursa

The trading area : 759 007 inhabitants

The shopping center Carrefour Bursa catches a very large trading area within 759 007 inhabitants, comparing to 592 648 inhabitants in 2005.

The shopping center realizes 54% of its turnover on its immediate area (zone 1 to 6) against 48 % in 2005.

100% 69% 67%Out of zone 24% 26%Occasional 6% 6%First time 1,3% 1,0%

100% 100%

Total catchment area

Total Center

14%

8, 10 GORUKLE, HAMITLER 12% 7% 5%

7 , 9SOGANLI,

EMIRSULTAN50% 8%

% of population

% of Turnover

* Remind 2005

1 à 6

KONAK, KARAMAN, IHSANIYE,

CUMHURIYET, BAGLARBASI,

HÜDAVENDIGAR

39% 54% 48%

Area Quarters

* Tendancy


Analysis of Center’s performance and

marketing


Analysis of Center’s performance and marketing


Household consumption

Source : Tuik, 2007

The details of the Turkish household outgo reveals a typical consumption of a developing country with excess in food products, alcohol and cigarettes and under-consumption in culture, leisure and education. The consumption of Istanbul and Ankara compared to the whole country is about to be more similar to the French one, even though the differences are still important.

Dépense des ménages 2006 France 2006 Turquie 2006 Istanbul 2003Alimentation et boissons non alcoolisés 15,0% 25,0% 20,2%Alcool et cigarettes 2,5% 4,1% 3,0%Vêtement, Chaussure 7,7% 6,2% 5,4%Maison, Loyer 15,7% 25,9% 33,1%Equipement de la maison (Mobilier, entretiens…) 7,1% 6,8% 4,9%Santé 3,5% 2,2% 2,7%Transport 15,3% 12,6% 11,2%Communication 3,6% 4,3% 4,5%Culture et Loisirs 11,3% 2,5% 2,8%Education 0,7% 1,9% 3,1%Restauration et Hotel 5,3% 4,4% 5,4%Divers bien et services 12,2% 4,1% 3,7%

Total 100% 100% 100%

Households expenditures (%) Turkey Ankara Istanbul Bursa MersinFood and non-alcoholic beverages 25,0% 21,2% 20,2% 25,8% 31,6%Alcoholic beverages, cigarette 4,1% 3,8% 3,0% 4,5% 5,3%Clothing and foot wear 6,2% 6,5% 5,4% 6,3% 6,4%Housing and rent 25,9% 31,6% 33,1% 23,7% 22,5%Furniture, house appliances 6,8% 5,2% 4,9% 6,4% 6,6%Health 2,2% 1,7% 2,7% 2,3% 2,0%Transportation 12,6% 11,5% 11,2% 14,3% 10,1%Communication 4,3% 4,6% 4,5% 4,1% 4,1%Entertainment and culture 2,5% 2,7% 2,8% 2,4% 1,9%Educational services 1,9% 2,3% 3,1% 1,4% 1,5%Restaurant and food services, hotels 4,4% 4,8% 5,4% 5,5% 4,1%Various goods and services 4,1% 4,2% 3,7% 3,3% 3,9%Total 100% 100% 100% 100% 100%




Household consumption

Source : Tuik, 2007

Turkish household expenses are increasing, and it impacts a progressing standard of living. Consumption attended a growth of 1.5 between 2004 and 2007.

Average monthly expenditure per household (TRY) 1 456

1 319

1 225

1 091

889

800

900

1000

1100

1200

1300

1400

1500

2004 2005 2006 2007 2008

2004 2005 2006 2007 Forecast 2008Total 889 1 091 1 225 1 319 1 456Food and non-alcoholic beverages 235 271 304 322 348Alcoholic beverages, cigarette 38 45 50 57 63Clothing and foot wear 58 68 72 79 85Housing and rent 240 283 333 375 419Furniture, house appliances 59 74 76 79 85Health 20 24 27 31 35Transportation 84 138 160 145 166Communication 40 47 51 60 66Entertainment and culture 22 28 27 27 28Educational services 19 20 26 34 39Restaurant and food services, hotels 40 48 51 57 62Various goods and services 35 45 49 55 62

Expenditure typesAverage monthly expenditure per household (TRY)




The shopping center Bursa counts about 8,1 millions visitors and its turnover is estimated at 176 Millions TL.

Analysis of Shopping center’s performance

The Center achieves a good performance on its customers: it captures almost 13 % of their consumption against 12,3% the average of 5 studied centers.

Between 2005 and 2009, the center lost in performance.

5,2% 2,8%

2005 2009

94,8% 97,2%

5,2% 2,8%

2005 2009

94,8% 97,2%

21,7 %

Shopping center’s performace

12,8 %

2005

5,2%

94,8%

5,2%2009

Parts de marché - Carrefour Batikent Parts de marché - Concurrence

2,8%

2005 2009

94,8% 97,2%

9,3%2005

18,5%

81,5%

81,5%

2005

9,3%

90,7%

90,7%

18,5%

Market shares – Carrefour Bursa

Market shares – Competitors

2005 2009Households Customers 128 805 141 447 Monthly expenditure per household 512 773 Yearly expenditure per household 6 144 9 282 Expenditure indicator of BURSA 1,05 1,05 Potantial market 828 909 393 1 375 126 875 Estimated turnover 180 000 000 176 000 000 Performance indicator 21,7% 12,8%Average of 5 Shopping Centers 19,3% 12,3%


Visitors number during 2008/2009



Weekly Average input: a decrease of -9% between 2008 and 2009 over the same period .

Weekly Average (January to April): 174 683 159 855

0

100 000

200 000

300 000

400 000

500 000

600 000

700 000

800 000

900 000

Ocak Şubat Mart Nisan Mayıs Haziran Temmuz Ağustos Eylül Ekim Kasım Aralık Ocak Şubat Mart Nisan

2008 2009


The marketing



The Carrefour Bursa center is very well-balanced in its marketing mix.

The domestic capital goods sector (domestic equipment) is under-represented compared to the average of 5 studied centers, and also to its 3 main competitors.

Nevertheless, the offers are well developed.

Shopping Center Restauration/ Food Domestic equipment Beauty/ Health Home equipment Entertainment Services TOTAL

Bursa 17% 48% 5% 17% 6% 7% 100%

Korupark 14% 59% 6% 13% 4% 4% 100%Zafer Plaza 14% 56% 7% 10% 7% 6% 100%Kent Meydani 21% 53% 5% 10% 6% 6% 100%Average of 3 main competitors 15% 57% 6% 11% 5% 5% 100%

Average of 5 Shopping Centers 18% 43% 6% 19% 4% 10% 100%


Extending opportunities ofCarrefour Bursashopping center


Threats and opportunities

Extending opportunities of Carrefour Bursa shopping center


It is necessary to distinguish the density of shopping malls situated in the city of Bursa and on its whole customer trading area.

In 2005, the competition was especially intense in the trading area but less intense in the city.

Now, between 2005 and 2009, numerous shopping centers were opened in Bursa. Consequently, the density has progressed of about 97% in Bursa’s area and about 105% in the customer trading area.

The densification should continue, with numerous openings in Bursa.

2005 Current 2009 Forecast 2010-11

76 000 199 000 234 000 592 668 759 007 834 908

128 262 280 110 600 233 600 346 600

1 838 403 1 979 999 2 168 754 60 118 160

152 214 237 102 191 276

58 209 210 29 128 139

21 53 142 114 191 285

77 151 263

Density : sqm/1000 inhabitants - Area Bayrampasa

ISTANBULDensity : sqm/1000 inhabitants - Area Içerenköy

Density : sqm/1000 inhabitants - ISTANBUL

Density : sqm/1000 inhabitants - Area MersinMERSIN

Density : sqm/1000 inhabitants - MERSIN

Density : sqm/1000 inhabitants - Area Ankara Batikent ANKARA BatikentDensity : sqm/1000 inhabitants - ANKARA

Total sqm in Bursa

CityTotal inhabitants in Bursa

Density : sqm/1000 inhabitants - City

BURSA - NILÜFER

Total sqm in the catchment area

Catchment areaTotal inhabitants in the catchment area

Density : sqm/1000 inhabitants - Area





(Density : sqm/1000 inhabitants)

128

262

280

60

118

160

-

50

100

150

200

250

300

2005 Actuel 2009 Projection 2010-11

Densité zone de chalandise Densité Bursa





1 – Threats

The current customer trading area is very competitive with 9 shopping malls on the zone .The Carrefour Bursa center is well sized comparing to its main competitors.

The competition is going soon to strengthen with the arrival

of Anatolium Project (78 000 m²) situated in North, except the trading area of Carrefour Bursa.

The project foresees the arrival of IKEA, Carrefour, Best-Buy and a surface of do-it-yourself.It will have an impact on zones 7 and 9.

Surface GLA(m²) 75 000 37 000 26 000 21 000 12 000 10 000 7 000 6 000 5 000

199 000

Densité en m² pour 1000/habitant 262

23 000 12 000

234 000


TOTAL GLA avec projets

Projet - Blue LotusExtension Carrefour Nilüfer

Real OsmangaziTOTAL GLA actuel (Avril 2009)

NilPark-Media MarktArena-MigrosMeridyenÖzdilek

KoruparkCarrefour NilüferKent MeydaniZafer Plaza

Nom du Centre Commercial





Facing its main competitors, Carrefour Bursa is rather well sized and provides a good marketing.

2 – Opportunities

The center disposes of real assets:

- Fame of Carrefour

- A powerful shopping center

- A wide customer trading area

- A population situated in the immediate area of the center, having a superior standard of living compared to the average of the city.

Surface GLA(m²) 75 000 37 000 26 000 21 000 12 000 10 000 7 000 6 000 5 000

199 000


23 000 12 000

234 000


TOTAL GLA avec projets

Projet - Blue LotusExtension Carrefour Nilüfer

Real OsmangaziTOTAL GLA actuel (Avril 2009)

NilPark-Media MarktArena-MigrosMeridyenÖzdilek

KoruparkCarrefour NilüferKent MeydaniZafer Plaza

Nom du Centre Commercial


Recommendations



The surface of do-it-yourself could be a generator of additional stream to the center.It also has the vocation to enlarge the attraction zone of the center.

The center provides a good marketing but the arrival of certain signboards requested by customers, which are those of person's equipment, will have a positive impact.


The competition



Centres ayant fermés

Centres existants

Centres en projets

Korupark

Blue Lotus

Anatolium

Real

Özdilek

As Merkez

Zafer Plaza

Kent Meydani

Nil Park

Arena

Meridyen


The competition

Existing shopping centers

Projects



Nom du Centre Lieu Ouverture GLA (m²)

Özdilek Yeni Yalova Yolu 4.km 1 983 6 000

Meridyen Kayhan Mah 1 999 7 000

Zafer Plaza Meydan -Merkez 1 999 21 000

Real Osmangazi Yeni Yalova Yolu 3.km 2 000 5 000

As Merkez Y.Yalova Yolu, 8. Km 2 001 34 600

Carrefour Nilüfer Nilüfer 2 001 37 000

Korupark Mudanya Yolu, 9. Km 2 007 75 000

Kent Meydani Santral Graj 2 007 26 000

NilPark-Media Markt Nilüfer 2 009 12 000

Arena-Migros Nilüfer - 100.yil 2 009 10 000

Anatolium Osmangazi - Terminal Fin 2009 78 000

Blue Lotus Nilüfer Fin 2011 23 000

Extension Carrefour Nilüfer 2 010 12 000


AppendicesAppendices


The plan of the shopping center




The signboards of the shopping center



No. Lot SurfaceNo. Lot Surface B18 ALTINBAŞ 94 No. Lot SurfaceB13 KAFKAS 60 B103-B104 BETA 197 B105 GİMM CAFE 122B25 ASLI BÖREK 57 MS1 B1 KOTON 720 B151 KEBAPÇI İSKENDER 255B160 SİMİTLAND 50 MS1 B2 FLO 956 B153 BURGER KING 190STAND10 ÇOK ŞEKER a (31/12/2009) 9 MS1a VEROMODA + DEPO 640+210 B155 KİRAZ KUMPİR 49STAND14 DAILY FRESH a (31/12/2009) 6 B05a CLAIRE'S 56 B156 İSOT LAHMACUN 43

K6 GOSSİPa (31/12/2009) 14 B99 MRM 142 B158 KFC

K5 CORN IN CUP a (30/09/2009) 5 B100 HERRY 142 B159 İKBAL 63B126-B128 RAMSEY LONDON 157 B172 TANTUNİ 42B09 SO CHİC 36 B173 SULTAN AHMET KÖFTECİSİ 46B101-B102 SEVEN HILL 270 B20 MADO 63

B143 CAFE CROWN 90B08 ZEN DIAMOND 54 B05b STARBUCKS 201B37 ÇARŞIBAŞI 103 B157 PEPPE 46B41 SAMSONITE 99 B23 INKILAP KİTABEVİ 86B42 CEYLAN 136 B76 TOBACCO SHOP 28

B43 LC WAİKİKİ 266 B145 ADIDAS 169B46 KANZ 70 B131 NIKE 151 GARANTİ BANKASIB107 DAMAT TWEEN ADV 146 K4 TURKUAZ BALON a (31/12/2009) 9 HSBCB108 LC W 293 B52 D&R 316 AKBANKB110 İPEKYOL 244 STAND24 TIRTILSAN a (31/12/2009) 4 KOÇBANKB113 LEVI'S 121 B24 NIKKO 58 YAPI KREDİB114 PIERRE CARDIN 112 B54 STUDIO TIM 138 TEBB117 U.S. POLO 144 B75 AKBANK 85 İŞ BANKASIB118 CACHAREL 142 B16 VODAFONE 58 EXT1 SPEEDY 286 FİNANS BANKB119 LTB 146 B26 TEKNOSA 220 a-1 SPEEDY 144B120 KİĞILI 155 B27 BİMEKS 122 B22 GARANTİ 75B121 COLLEZİONE 161 B30 TURKCELL 110 ST OTO 1 LE TAILLEUR a (31/12/09) 78B136 DUFY 71 B31 KÜTAHYA PORSELEN 265B139 TİFFANY 139 B34 BERNARDO 76B140 BİSSE 48 B35-36 TEFAL 134B141 LOTUS 99 B48 GÖRKEMLİ (SIEMENS) 205B142 EROL KUNDURA 83 B17 EVİTA 107B144 MAVİ JEANS 221 B14 STEP HALI 65 B07(MS) KIDDYLAND 1943B150 MAG FEMİNİN 101 B33 ANİMALİUM 67 B77(MS) TOYS'R'US 1563B149 CEYO 46 B10-B11 TELECİTY 68 MS2 AFM SİNEMALARI 1952B50 DAGİ 131 B12 SAMSUNG SHOP 120 MS2 CINEMA * 681B122a BIG BLUE 120 B21 ELEKTROLET 122 MS3 COSMIC BOWLING 1900B122b JOURNEY 105 K3 GÜVENER GÜMÜŞa (31/12/08) 9 B78 YATAŞ 1502B19 KEMAL TANCA 49 MS1b TEKNOSA 974B15 KONYALI SAAT 32B47 PREMAMAN 125

B111 MODA DI CENTONE 244 B40 GÖZ GRUP 109B135 RANDOM 101 B40a GÖZ GRUP (SEVGİ) 21 MS4 10 000B122 COLIN'S LOFT 375 B73 ALTUĞ PARFÜMERİ 245 K5 1B39 KADINCA AYAKKABI 99 B09a GOLDEN SHOP 40 K2 9,5K1 SWATCH a (31/12/2010) 14 STAND20 FLORMAR KOZMETİKa (31/12/09) 6 B132 ABBATE 46B129 ADİL IŞIK 153 B05c THE BODY SHOP 60K7 CİHAN ODABAŞ a (31/12/2009) 9 B51 EVREN HALI 125

69+29depo

ATM

CENTRE COMMERCIAL CARREFOUR SA - BURSA

ALIMENTATION/ KAFELER

EQUIPEMENT DE LA PERSONNE/ TEKSTİL&AKSESUAR

RESTAURATION/RESTORANTLAR & F.FOOD

CULTURE LOISIRS/KÜLTÜR&EĞLENCE

VIDES/ KİRALIK

SERVICES / HİZMETLER

GRANDES SURFACES SPECIALISEES/BÜYÜK MAĞAZA

EQUIPEMENT DU FOYER/ EV EŞYALARI

BEAUTE SANTE HYGIENE/SAĞLIK&GÜZELLİK

current position and development perspectives shopping center bursa 2009

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