Ingle Farm Shopping Centre Essay

Executive Summary

A study was completed on Ingle Farm Shopping Centre analysing its location, role, other stores competition, strengths, advantages, weaknesses and disadvantages. Research has been obtained by conducting customer surveys, websites and text books. With this research I have been able to complete this report explaining different aspects of the centre.

Location & Role

Ingle Farm Shopping Centre is located at the base of the Adelaide foothills. It is 14km north east of the CBD, in a densely populated area. (Farm n.d.) (Figure 1)
There are over 8,000 people living in Ingle Farm, of this 8,000 46.4% are married and 13.4% are not. Of employed living within Ingle Farm most are working between 39-40+ hours a week. (Figure

2)
Of the employed people in Ingle Farm, 5.1% works in Aged Care Residential Services, other major industries of employment included Hospitals, Supermarket and Grocery Stores, Other Social Assistance Services and Building and Other Industrial Cleaning Services. (ABS 2017) Because of all of this, all these elements compile into the need to shop and buy everyday needs, clothes, foods etc. And thankfully for all residents of Ingle Farm the shopping centre is in a great location, with all main attractions around the centre. The local school “Ingle Farm Primary School” is not far from the centre whatsoever, so it is easy to be able to go to the shops buy supplies for dinner then pick up your children.
By there being over 2,000 total families going and using the local shopping centre is a vital part of their routine. Of the families in Ingle Farm, 37.6% are families with children. 40.1% are families without children and 20.1% are one parent families. (ABS 2017)

Competition with other shopping centres

Gillies Plains shopping centre is the competitor of Ingle Farm shopping Centre. As you can see in figure 1 Ingle Farm Shopping Centre is relatively busy and people are more likely to stay longer at Ingle Farm. (Centre 2016) (Farm 2016)

Ingle Farm’s advantages over Gillies Plains includes the better and bigger variety of stores. Ingle Farm Shopping Centre is easily reachable by either car or public transport. Banking, post office, major food venues and department store, all are reachable without problem. The shopping centre is compact and very convenient, for quick shopping or a shopping day out. Whereas Gillies Plains only has major stores, such as Woolworths and The Reject Shop. (Reviews 2016)

Map of local business

Competition between the businesses within the centre
There are a big range of different shops within the centre.

There is a big Kmart which allows shoppers to get any needs due to Kmart stocking most needs and wants. There are also two Coles, that are located at opposite ends of the shopping mall.

As well as these shops there is competition between multiple different stores. These stores include Vodafone and Telstra, Coles and Aldi, Price Attack and Priceline, Noni B and Suzanne Grae, Bank SA and Commonwealth Bank and Prouds and Zamels. (Directory 2016)

Vodafone and Telstra are both retail phone stores. Both stores sell phones and phone accessorises. Both also allow for walk in service. Because of these factors Vodafone and Telstra do have some competition between each other. Although both stores are extremely similar they have been placed very close to each other, because of this this causes even more competition. (Figure 2)

When wanting to eat at the centre you can either eat in the food court which is home to 10 or so independent food stores or you can choose to eat in the only sit-down café, which is Café Numero Uno. Café Numero Unois the only café found at Ingle Farm Shopping Centre. (FIGURE ONE) This gives the café major competition advantage. (Uno

2016)

SWOT DIAGRAM
Strength (internal to the business)
• Very visible from main roads
• Public transport around the centre
• Variety of stores
• Over 1000 carparks
• Free WIFI, allows people to stay longer and also attracts younger people
• Variety of grocery – Coles or Aldi
• Goes big and beyond in the holiday seasons Opportunities (external to the business)
• Close one of the Coles and put in a different grocery store – yes this could cause competition but it allows buyers to pick and choose
• Adding in more cafes and sit-down restaurants
• Update the website and ad in the new stores that have just opened
• More community involvement
Weaknesses (internal to the business)
• Website could be updated
• There hasn’t been much change to the centre since opening
• Lack of online marketing
• Needs more family involvement – play café, cafes in general
Threats (external to the business)
• An aldi has just opened inside the centre, this could cause issues for Coles

APPLICATION
After researching Ingle Farm Shopping Centre, I have concluded that the centre needs an update.

I believe this will bring in new people, and I believe that this can help the centre majorly. Having an update will attract more people due to generally being nosey and wanting to see the new update and new stores. How I know this will occur is that after ALDI was opened in front of The Reject Shop, where I’ve worked for 2 years, I noticed how busy ALDI gets during the day. On the opening day the centre was beyond busy, this was because something new had opened.
With a new update I believe adding in a few new cafes/restaurants will boost popularity. If I were to add a business in with the new update I would chose a playground/play café. This would be a place for parents and friends to catch up with their children. While the parents talk, drink and eat the children would be able to play and have fun. I do believe this would be successful as its new and people would want to try it out.
In conclusion Ingle Farm Shopping Centre needs some sort of update. Something to boost the number of costumers that come through daily. I believe one of the new business that can be added into the Centre during the update would be a play café, INGLE FARM SHOPPING CENTRE PLAY CAFÉ (Figure

1)

BIBLIOGRAPHY

ABS. 2017. A.B.S Quick Stats. http://www.censusdata.abs.gov.au/census_services/getproduct/census/2016/quickstat/SSC40613?opendocument.
Centre, Gillies Plains Shopping. 2016. Popular Times. http://gillesplainsshoppingcentre.com.au/.
Directory. 2016. Ingle Farm Shopping Centre. Adelaide. http://inglefarmshopping.com.au/directory/.
Farm, Ingle. 2016. Ingle Farm Shopping Centre. http://inglefarmshopping.com.au/information/.
Reviews, Ingle Farm. 2016. Ingle Farm Shopping Centre. https://www.tripadvisor.com.au/ShowUserReviews-g255093-d10821870-r467251501-Ingle_Farm_Shopping_Centre-Adelaide_Greater_Adelaide_South_Australia.html#.
Uno, Cafe. 2016. Ingle Farm Shopping Centre. Adelaide. http://www.cafenumerouno.com.au/.

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