Abstract:
Identifies and describes the steps to be taken by location analysts when conducting branch location research, explains and evaluate the concepts, techniques and models used in such research, and, based on this analysis, makes recommendations on the initiation and development of branch location research programmes. The report begins by defining and positioning speciality fashion chains and relates location to other elements of the retailing mix. Management information needs with respect to store location decisions are highlighted as are the major environmental trends impacting on branch locations. The report then examines in detail each task undertaken by the analyst. Concepts, theories and techniques applicable at the various stages are explained and evaluated. The determinants of trade area configuration are analysed. The process of evaluating trade areas in terms of market potential is described. So is the compilation of a Market Potential Index and related indices. The various techniques for estimating the sales potential of a trade area are examined. The report covers the macro aspects of sites, and discusses the criteria and techniques to evaluate sites.
