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Competitive analyses are used in the systematic analysis of the market. A multitude of methods are used on company-internal and -external geodata, with the goal of obtaining information about one´s market that is as sound as possible. Methodologically, geodata are commonly intersected (see also rider methods), areas calculated and simulations used to obtain as holistic a portrait of regional sales markets as is possible. The goals of substantiated GIS-based competitive analyses are:
  • Obtaining information on realisable potentials (customers) in the competitive area that is as complete as possible
  • Recognising information on competitors´ sales-orientated activities and being able to estimate their effects
  • Being able to critically question and evaluate one´s own regional sales and marketing activities
  • Obtaining facts for decisions on restructuring and expansion
As spatial problems lie at the focus of consideration, catchment areas play an important role. The following graphic conveys a typical procedure for ascertaining facts about competitors.



  • Obtain an overview of one´s own sales market
  • Comprehensive information on potentials and competitors
  • Make decisions more quickly and securely

Spatial analyses


Example of spatial analyses that are only soluble with GIS:
  • Select all placard locations that are no further than 500m from a cinema!
  • Select all construction blocks in which the proportion of single households is smaller than 30%!
  • How many companies are there within 100m of a branch location, sorted by industry sector?
  • Select all barbers/hairdressers and hand each one our sales territory number!




Advantage:
Example of spatial analyses that are only soluble with GIS:
  • Select all placard locations that are no further than 500m from a cinema!
  • Select all construction blocks in which the proportion of single households is smaller than 30%!
  • How many companies are there within 100m of a branch location, sorted by industry sector?
  • Select all barbers/hairdressers and hand each one our sales territory number!

Density analysis


Density analysis converts point data to n-dimensional representation.

Both local technical data (e.g., customer -> turnover or competition -> sales area) and their spatial positions are thereby correlated. In addition, the spatial relation and the corresponding technical data value are translated to a colour scale and thus represent the topical-spatial weighting clearly.



Advantage:
Most people are better able to perceive and understand surfaces than a series of points.

Spatial patterns resulting from the spatial distribution of points thus quickly become clear and are more easily visually comprehensible to the viewer.

Modern GIS and geomarketing systems make use of this technique and help to make complex spatial and topical technical data more quickly comprehensible.