Case Study- The management of Kyoto Midtown
Kyoto Midtown is a composite urban district of modern buildings surrounding a historic Japanese garden. It features sophisticated bars, restaurants, shops, art galleries, a hotel and leafy public spaces. Kyoto Midtown aims to offer a unique shopping experience with a broad selection of outlets that include Japan's first flagship boutique and the world's first concept shops. From playful and trendsetting boutiques to prestigious brands valued the world over, it aspires to be a place for people who appreciate the finer things in life.
In the past few years however, visitor numbers have declined. For this reason, the management of Kyoto Midtown shopping centre feels that it is important to develop a better understanding of its shoppers in order to take the shopping experience to a next level. It wants to know what attracts customers to its stores, what customers need while shopping and how they go about shopping. Based on these insights, it wants to develop strategies that are closely aligned with its customers' shopping strategies, needs and preferences.
The management of the shopping centre has hired Hoshimi Kusunoki, an international full-time MBA student to produce a report complete with practical, hands-on recommendations ready for implementation. Born and raised in an upper class family in Yamanote, Hoshimi is familiar with the lifestyle and attitudes of people visiting the Kyoto Midtown shopping center and the high expectations that they have.