Köpcentrumsteori : Fallet Galleria Duvan

The demand for shopping centers has increased in recent time and more shopping centers have been built. To become competitive shopping centers has evolved to become more than just a place for shopping. In the recent past Galleria Duvan in Karlstad has been run by foreign owners who has not been involved or renovated the shopping center. During the spring of 2011 AlbérFastigheter bought Galleria Duvan and they are now renovating and negotiating new deals with the tenants. Our problem has led us to the following question: How can a centrally located shopping center, such as Galleria Duvan, develop a strategy to strengthen their position on the market. We answered this question by looking up relevant theories, such as Christallers central place theory and Hotellings theory on minimal differentiation and agglomeration. These are older theories. Newer theories focus on for instance tenant mix, experiences in a shopping center, customer draw and anchor tenants. These theories stress that the customers find it important that the shopping center offer a positive experience besides just shopping. In addition to the theories we decided to do a survey as well as two personal interviews to find out what views Galleria Duvan’s management and consumers has on the subject. Our outcome show that if Galleria Duvan chooses their tenant mix based on what the consumers demand they can develop a stronger position the market. The tenant mix should include stores which are not currently established in Karlstad and especially not established at Bergvik shopping center as they are Galleria Duvans biggest competitor