伯曼 零售管理（第13版）berman_rm13_ppt_09.pptxVIP

Retail Management: A Strategic ApproachThirteenth EditionChapter 9Trading-Area AnalysisCopyright ? 2018, 2014, 2012 by Pearson Education, Inc. All Rights Reserved Learning Objectives9.1 To demonstrate the importance of store location for a retailer and to outline the process of choosing a store location9.2 To discuss the concept of a trading-area and its related components9.3 To show how trading-areas may be delineated for existing and new stores9.4 To examine three major factors: population characteristics, economic base characteristics, and competition/level of saturation Location, Location, LocationCriteria to consider includepopulation size and traitscompetitiontransportation accessparking availabilitynature of nearby storesproperty costslength of agreementlegal restrictions Choosing a Store LocationStep 1: Evaluate alternate geographic (trading) areas in terms of residents and existing retailersStep 2: Determine whether to locate as an isolated store or in a planned shopping centerStep 3: Select the location typeStep 4: Analyze alternate sites contained in the specific retail location type Trading-Area AnalysisA trading-area is a geographic area containing the customers of a particular firm or group of firms for specific goods or services. Benefits of Trading-Area AnalysisDiscovery of consumer demographics and socioeconomic characteristicsOpportunity to determine focus of promotional activitiesOpportunity to view media coverage patternsAssessment of effects of trading area overlapAscertain whether chain’s competitors will open nearbyDiscovery of ideal number of outlets, geographic weaknessesReview of other issues (e.g. transportation) Figure 9.2 The Trading-Areas of Current and Proposed Outlets GIS SoftwareGeographic Information SystemsDigitized mapping with key location-specific data used to graphically depict trading-area characteristics such as population demographicsdata on customer purchaseslistings of current, proposed, and competitor locations Figure 9.3