The business world is turning to business mapping for comprehensive answers
to complex issues. Business mapping (geographical information services)
integrates information with geography providing you with visual solutions to the
most complex issues.
Dakota utilizes national databases to make technology work to your
advantage. For instance:
- Locate your competitors throughout your market, an entire region or the
country.
- Display the demographic characteristics of a market to find optimal site
location.
- Formulate merchandising strategies by researching the history of
demographic trends in your market.
- Analyze your customers shopping habits by locating their home or place of
work.
Business mapping is becoming more widely used not only because it provides
timely answers and professional presentation materials, it can also be
relatively inexpensive. We can analyze the characteristics of an entire
metro area or region for a fraction of the cost of traditional research
methods. Select a single product or combine two or more.
All maps available in sizes ranging from "A" to "E"
(8.5" x 11" to 34" x 44" and larger).
Mapping Products
Customer Origin Studies:
Customer origin studies show where a store's customers live or work. Identifying
the extent of a store's trade area is just one of many possible benefits. When
combined with demographic characteristics, economic profiles can be exposed
providing insight into social fences that may be constricting your trade area.
- Understand the extent of your trade area.
- Recognize social fences that block market penetration
- Reduce advertising costs by identifying where your core customers are
located.
Customer origin maps display road networks, waterways, the location of the
subject store and the home or business address of customers. Additional
information, such as zip codes, block groups, etc., can be included based on
your requirements.
Gap Analysis:
This type of market analysis identifies "gaps" or opportunities within
a specified market area. Through mile ring analysis the client can identify
areas with possibilities for development.
This map contains mile rings, city names, the location of competitors, county
and state boundaries and major highways. The client determines which competitors
and the distance increments they want to review.
Preferred Market Areas:
Preferred market areas visually display areas meeting a specific set of
criteria. Population levels, income, and racial attributes are most common, but
many different criteria can be set. The map displays preferred markets with mile
rings surrounding them. From this, further analysis can be applied to determine
the optimal areas for development.
The map contains mile rings, preferred market locations, the location of
competitors, county and state boundaries and major highways. The client decides
the set of criteria to be reviewed.
Micro Ring Analysis:
Micro ring analysis identifies population based on Census 1990 Block Groups
within a specific distance. Also detailed are the surrounding communities and
competitors. Distance rings are placed around each competitor and the subject
city to show market reach and overlap. From this, population levels and shared
market areas can be determined.
The map contains mile rings, city names, the location of competitors, county
and state boundaries and major highways. The client determines which competitors
and the distance increments they want to review. Also included with this
analysis is a volume estimate based on market potential.
Share of Sales:
What are the total sales by county within a state, region or nationwide?
Determine market position of a particular wholesaler, retail chain or store
within a given geography. By accessing industry databases and integrating the
data with our mapping software, complex research can be completed in a timely
and economic manner.
TAP Map:
Trade are profiles illuminate characteristics of a store's trade area. When
combined with frequent shopper data, these maps can reveal patterns of shopping
frequency over distance, transaction amounts per household, response to
advertising campaigns, etc.
- Display the extent of the primary trade area based on average weekly sales
per HexGrid.
- Target segments of the secondary trade area which exhibit high spending
per household.
Communicating this information in a clear and comprehensive format is achieved
by segmenting the market into HexGrids. The uniform shape and size of the
HexGrids retain the integrity of the trade area delineation, as expressed by the
customer spottings.
Spatial Analysis:
Spatial analysis rings expose expansion opportunities and disclose the degree of
overlap between proposed sites and existing stores. The standard components of a
spatial analysis map consist of road networks, waterways, existing stores,
proposed sites and corresponding trade area rings. Additional information can be
included based on your requirements.
- Focus on your existing stores to identify trade area conflicts with the
proposed site.
- Concentrate on all stores to become familiar with the competitive
intensity of the market.
- Develop strategies for entering and expanding into a new market.
Retail Overview:
This straightforward market display is versatile and useful to many departments
within an organization. Familiarize yourself with the strategic positioning of
all major chains within a market.
The standard components of the retail overview consist of road networks,
waterway, existing stores and proposed sites. Additional geographic attributes
such as square mile grids, zip codes, census tract and block group boundaries
can be overlaid providing a detailed market overview.
HexGrid Analysis*:
This type of analysis illustrates the exposure of the transition zone between
locations. These maps are created by establishing half mile grids that are
shaded based on the concentration of customers within the grid. Frequent shopper
programs can be used to identify trade areas of all stores within a network. Use
of color coding displays the primary trade areas of each store in the market
area. Consistent size and shape accurately identifies the trade area boundary
and exposes the endurance of a store's market strength.
*American Marketing Association 1996 Award of Excellence - Field of Marketing
Research
Dakota Worldwide is constantly innovating and improving methods of visual
presentation, making important information easier to understand.
Mapping Services