GIS and Market Analysis Service Bureau Maps
The Market Share from each neighborhood is a function of the attractiveness of the shopping alternatives and the distance to these alternatives. For each neighborhood, market share times demand equals the sales from that neighborhood. Total sales = sales from every neighborhood in the trade area. Total sales can be transformed to present the supported capacity in square feet, hours of operation, staffing levels, etc. Do these analyses on multiple sites in a market area to measure cannibalization.
Calculates the number of square feet that can be supported at any place on the map. Uses residual demand (total demand less that allocated to identified existing and proposed competitors).
This map results in an index which weighs supply (retail locations or physicians practices) against demand (population). The three dimensional surface emphasizes peaks of opportunity and valleys of unsatisfied demand.
Like "10,000 gravity models" - Finds the locations with the most favorable balance of supply and demand.
Points out locations that pass threshold requirements and ranks them. A great tool for site selection. Like 10,000 ring studies. Find a site in these locations and you know it will have the requisite demographics. Wall-sized war-room maps are available - inquire about our "Treasure Maps".
Selects areas defined by certain factors such as: areas that have a minimum population within X miles and have at least a median household income of $X, are within X miles of an interstate intersection, are within X miles of a discount store, that have over X office workers within 3 miles, etc. The white areas do not meet these criteria, the tinted areas do the color of the tint reveals the results of a ranking system.
Points out prospective locations, competition, and underlying demand within 5 miles of any point on the map. In the example, the Star is a studied location (there can be many) and the circles are the competitors. The underlying demand layer is the total demand for food consumed at home within 5 miles of every location on the map.
A great tool for site presentation. The demand layer can be calculated or raw demographics or a filter map (see above). Wall-sized war-room maps are available - inquire about our "Treasure Maps".
This map was developed by calculating sales using gravity modeling for every point on the map. Those in white don't satisfy minimum criteria. The green places are forecasted to have minimally acceptable sales per square foot for a small unit. The red places are where we forecast that the largest model store would have sales per square foot more than twice the threshold.
When we first developed this model it took about 10 days to run. The last time we adapted it to a client's business model we changed the architecture and reduced the prep and run time to run time to a few hours. This allows us to complete "what-if" scenarios and play with the client's existing units and potential locations to see how these additions to the competitive landscape changed the sales potential across the study area.
Market share is calculated by aggregating patients by home address ZIP Code then dividing by the market potential of each zip code. Color coding depicts market share using one color ramp for the primary and another for the secondary trade areas. This map helps the analyst analyze primary and secondary trade areas in light of existing competition and to correctly assess capture zones.
The supply of physicians within a trade area is mapped against total population by county depicted by graduated color.
Alternatively, the map could have been color coded to depict the ratio of patients to physicians.
By ZIP Code
