Dumaguete Info Search


Robinson Mall in Dumaguete - Facts April 10 - 15:00

Discussion in '☋ Dumaguete City ☋' started by Rhoody, Apr 13, 2008.

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  1. RHB

    RHB DI Senior Member

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    Why do you wish so hard for unbridled commercialism to come to Dumaguete? you think it will make it a better place to live, with more pollution, more traffic, and no plan to handle any of that? The very long time it is taking is indicative of the poor planning from the very beginning, you wantn these kind of people determining the quality of life in Dumaguete?

    Funny and ironic, I happened to be in Noreco to pay an electric bill yesterday. I was waiting, looking around and I spotted an electrical outlet hanging by the wires with duct tape around it. Now this is not unusual in the Philippines, but in the office of the electric company? these folks will have to upgrade the infrastructure to supply any mall with consistant service, how they going to do that when they can't safely wire their own house. Two days ago trhere were several explosions near our house, wires shorting, sparks and flames from several locations. Noreco came with 5 guys and a bamboo ladder to fix it...Pulled the wires apart added more duct tape and left.

    For foxy: So pray tell what are the demographics of the target market for Dumaguete, and what distance do you plan to draw shoppers?
    Breakdown by income, gross, and disposable. What percentage of tourists and or expat residents?
     
  2. dbrain23

    dbrain23 DI Junior Member

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    that would be great. all I want is a place where I can hangout with friends after work, up-to-date movie houses, and quality things to buy. as well as access to other things that can only be found in big cities.:smile:
     
  3. daffs

    daffs DI Forum Adept

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    Hello Foxy,

    I'm sorry ...I just cannot do it, for so many reasons. Have a nice weekend...
     
  4. foxylady313

    foxylady313 DI Member Showcase Reviewer

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    RHB:
    Hi! We made the market study for RP Dumaguete several years ago. I can only give you some highlights of that study (just a skeletal framework), since the indepth is confidential. When the go signal for the project was given, I was no longer connected with RLC. So, any updates to the study we made would not be within my grasp now. I am currently connected with the mother company (FF Cruz & Co.) of Freyssinet Phil., who won the bidding for the structurals of RP Dumaguete.

    Please note that the study we made was done years ago, so there will be changes, particularly in the demographics. Anyway, this is the best that I could give you.
    ++++++++++++

    TRADE AREA COMPOSITION

    The acknowledged target markets are the household population. the academic communities and the growing expat community of the entire province of Negros Oriental, the province of Siquijor and the three southern towns of the province of Cebu (due to their proximity to Dumaguete City). With Negros Oriental having a population of over 1 Million (year 2000 projection is 1,131,362 with a 2.7% annual growth rate) and 81,598 for Siquijor province, one can consider a 1Million figure as the immediate projected target market, the vast majority of which are wage earners and the academe.

    DEMOGRAPHIC PROFILES​


    NEGROS ORIENTAL

    Negros Oriental, considered to be the 4th largest island in the archipelago, having a total land area of 540,230 hectares, is composed of 557 barangays, 22 municipalities and 3 cities. The 1995 NSO Population Data registered the province’s household population as 1,025,247 with an annual average growth rate of 2.07% in the five-year period from 1990. Using the same annual AGR, projected population for year 2000 is 1,131,362. The literacy rate of the province’s household population 10 years old and over is 88.77%. The 1994 local NSO Statistics Survey lists that by income class, 26.79% of the population were receiving an average monthly income of P24, 747 while only 9.18% received an income of P10, 282.

    PROVINCE OF SIQUIJOR

    Siquijor province has a total land area of 34, 350 hectares and is located some 30 kms. from Negros Island. Composed of six municipalities, the province registered a population of 81,598 (annual growth rate of 2.19%) with a population density/km. of 237.55. With a predominantly young population, Siquijor has a literacy rate of 94.24%.

    DUMAGUETE CITY

    The total area of the city is approximately 3,426 hectares, 53.7% of which is residential, 6.4% commercial land use. As of year 2000, the city reached a population of 102,265 (institutional population included), with the # of household totalling to 21,582. Investments in the city as sourced by the Dept. of Trade and Industry showed a total of 3,214 firms registered between the years 1994 – 2000. Majority of the firms registered came from the service sector (87.7%) and manufacturing sector (7.7%).

    SI
    TE SWOT​


    STRENGTHS

    Strategic Location
    The area is located at the crossroads, along the National Highway going south

    A potential target market of approximately 1M consisting of the entire province of Negros Oriental, the province of Siquijor, and the three southern towns of the province of Cebu (due to their proximity to Dumaguete City).

    ►Location ensures high visibility and accessibility

    Absence of a major competitor for a regional mall.
    Robinsons Place will be the first mall to be constructed in Dumaguete City and Negros Oriental

    Very low crime rate and an ecologically balanced city and province

    Presence of a huge academic and student population

    Presence of a growing expat community

    Presence of a Geothermal plant

    WEAKNESSES

    Prevailing attitude of the general population
    Being a small city, the population has been used to the colonial concept of a city – everything within walking distance. With the location being outside of the central
    business district, the general population will have to be re-educated and their prevailing attitude on shopping changed.

    Site is located outside of the central business district

    No proper sewage or domestic water treatment facilities currently exist

    Quality of service of existing utility companies are not at par with “metro” classified cities

    Composition of the academic institution are mostly transients coming from other provinces

    OPPORTUNITIES

    A potential target market of approximately 1M consisting of the entire province of Negros Oriental, the province of Siquijor, and the three southern towns of the province of Cebu (due to their proximity to Dumaguete City).

    Provincial population has a mid income bracket and a high literacy rate

    Moderate to heavy commuter traffic

    A huge academic community due to the presence of five universities and other colleges, and a growing expat community

    Excellent market performance
    Commercial strips in the city and province are mostly leased out

    Existing shopping malls in the province are only regionally known
    A nationally known shopping mall brand like Robinsons will have a distinct advantage and impact over the existing ones

    THREATS

    Presence of a Hypercenter just a few meters from the site

    Presence of four new players , and the current lead player, majority of whom are located within the central business district.

    Proximity of the city’s wet/dry market

    Presence of several small scale groceries & small sized department stores

    ===================
     
  5. jellyfish

    jellyfish DI Forum Patron

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    Foxylady, thanks for your input.
    At least it shows RHB and me that there WAS a marketing analysis done.
    I was wondering if you won't get problems with publishing this, even when it's not showing the whole study.
    Had to smile (:D sorry !) when I read this in the SWOT analysis:
    "the general population will have to be re-educated and their prevailing attitude on shopping changed".

    Good luck with the reeducation :smile:
     
  6. RHB

    RHB DI Senior Member

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    Thanks for the info, my involvement with mall developement in the U.S. was brief and quite a few years ago, so some of my knowledge has faded. Certainly the work was done on the part of your employers, unlike Jelly, i did not doubt that studies had been done but was curious as to several markers. i only looked briefly at the above, several inconsistencies and differences in the way markets are targeted in the U.S. come to mind.

    In your study, Projected total provincial population is used (to my interpretation) interchangebly with "household population", they are not the same. I can't believe there is a 1 million houshold population within your core market, meaning wage earners with significant disposable income. But then that info might be held back per your disclaimer.

    Typically in the U.S. mall developers draw from a 100 mile radius, depending on the size of the mall, but obviously geographics are different as well as wealth and population densities. In addition, developers count on an initial surge in customers from distant markets wanting to see the "new" mall".

    It is comforting to see there is a recognized defficiency in local infrastructure, water, sewage and utilities. How will that be addressed is the question.

    I don't share the idea of the location as a drawback, central downtown properties are limited, high priced, and largely unavailable. A mall at your location seems with infrastructure upgrades, an ideal spot to expand Dumagueties shopping district. I don't think much retraining is required for the afor mentioned educated target market.

    I am surprised by the extent of your geographic market, but it explains why it is feasable to expect success from your vantage point.

    Overall I am surprised by your statistics, but obviously people have surely done the math.

    My observation about the local student population is that the majority do not have any significant disposable income, but are living on a short budget. But if you count on them buying pencils and paper from the mall it adds up. There is where the local dowtown stores may have price and location advantage.

    In the U.S. the teens actually have the largest share of disposable income and are targeted specifically, just walk into any U.S. mall and it is obvious. Here it would surprise me if that were likewise true, especially in Negros.

    Ultimately the desision to place a mall here may be: do it before the competition does, and try to hold out while the market developes. The most likely motivation in my view.

    Thanks for the detailed report, a lot of work for you.
     
  7. foxylady313

    foxylady313 DI Member Showcase Reviewer

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    RHB:
    you're welcome! hope to see you on the 17th!
     
  8. Boom'E'rang

    Boom'E'rang DI Junior Member

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    Hello Forum,
    This is not a press release though, i'd like to share some articles i read about Robinsons Mall in Dumaguete.
    Source: The freeman dated 15-May-2008 - Cebu
    Quote:
    DUMAGUETE - Robinsons Land Corporation (RLC)'s Comencial Centers Division has completed the foundation of its three-level shopping mall in Negros Oriental's capital, Dumaguete City. The major construction of the main building will soon start and the province's first shopping mall is expected to be completed towards the middle of 2009.
    UnQuote:

    For your information.
     
  9. SU babe

    SU babe DI Junior Member

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    yipee! i cant wait for 2009 to come....
     
  10. OP
    OP
    Rhoody

    Rhoody DI Forum Luminary

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    there will be NO mall in 2009, with big luck in 2010 but dont count on that... We were talking at the DI-meeting with the guys of the construction company, if I take their schedule plus the philippine time quotient we may be able to go for x-mas shopping in a mall in 2011...

    Rhoody
     
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