Highlights
Assessment Instructions
The student to identify a point of difference of a centre and come up with a strategy to exploit this. The expectation is that the student grasps the fundamentals of property and the opportunities and threats and how to deal with these. There is no expectation that the student understands the concepts of valuation or IRR of property.
Identify a small commercial centre (retail, retail+commercial mix).
The objective is to:
• Collate insights
• Develop a new proposition for the centre – for example: remix, redevelop or expand.
• Outline a strategic plan to support your recommendation.
Consider all the following factors to build a compelling case:
• Retail mix/precenting
• Positioning / Brand
• SWOT
• Strategies and Actions
• Key insights
• Objectives
• Community/ shopper/ place
As part of your collating insights, gather information on:
• Trade area and population
• Socio-economic profile
• Competition
• Consumer research (positioning, strengths, shopper patterns or perceptions
• How promoted across media
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