Marketing

Basic Market Audit of the Dundee City Centre, Proposing Strategic Growth Options and Alternative Options to Their Market Offering

By;

Okoro, Chiedozie Glenn

For;

Prof. Gary Mulholland

As part assessment of the module MK1102A; Marketing Management for the course MBA (Energy & Petroleum) 2011/2012

January 20, 2012

Contents

Introduction

Background

Primary Data

The External Environment

* Customer

* Competition

* Opportunities for the City Centre

* Threats to the City Centre

Internal Environment

* Marketing Mix

* Strengths

* Weaknesses

Strategic Growth Options

Current Market and Alternative Range of Options

References and Bibliography

Introduction

The Dundee city centre (postcode DD1), located at the heart of the city, spans from the Tay River Waterside to just over the Victoria Street; past the Wellgate shopping centre, with the University of Dundee close to its extreme left and some past the Gallagher retail park on the right. The city centre is home to a series of businesses, schools and universities as well as public facilities. The business in the centre ranges from independent shops and diners to retail centres like the Overgate mall and Wellgate Centres, to financial institutions, service shops and cultural attractions such as the McManus Art Gallery, Dundee Rep, etc.

From an industrialised, jute producing city in the early century, Dundee has transformed itself today into a known key retail destination for North East Scotland, with the city centre offering a relatively wide variety of retailers, department stores and independent/specialist stores. The Murraygate and High Street which makes up the main pedestrian area houses a number of main retail brands such as Marks and Spencer, Monsoon, Accessorize and Zara and connects the two large shopping centres; Overgate Centre which is anchored by Debenhams, H&M, Next and Primark and the Wellgate Centre by BHS, T.J. Hughes and Peacocks ( Discover Dundee Retail)....