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A Retail Center Facing Change: Using Data to Determine Marketing Strategy

Plaza del Valle is an open-air shopping center in the San Fernando Valley region of Los Angeles. The new marketing manager must review primary and secondary data to determine a target market, a product positioning strategy, and a promotion strategy for the retail shopping center with the ultimate goal of increasing revenue for the Plaza. She is overwhelmed with data and must determine which information to use and how best to use it to make her strategic decisions.