Store 111 Competition Analysis
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Store 111 Competition Analysis (Costa Mesa Orange County, California). Analytic Tools MapInfo was used to develop and display all map databases MapCalc was used to analyze the grid level data and to execute the spatial modeling

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Store 111 Competition Analysis (Costa Mesa Orange County, California)

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Store 111 competition analysis costa mesa orange county california

Store 111 Competition Analysis (Costa Mesa Orange County, California)

  • Analytic Tools

  • MapInfo was used to develop and display all map databases

  • MapCalc was used to analyze the grid level data and to execute the spatial modeling

  • KXEN was used for predictive modeling and competition analysis (www.kxen.com)

Santa Ana

Tustin

Branch 111

Competitor 1

Competitor 5

Competitor 4

Competitor 2

Competitor 3

  • The region of analysis is divided into 20 x 20 meter grid cells

  • Each cell is identified by latitude and longitude coordinates

  • Each person in the region is mapped to a discrete cell based on latitude and longitude of home address (Geo-coding)

  • All customer information can be summed, averaged, counted or otherwise described for each grid cell

  • The cell is the unit of all spatial analysis for MapCalc

Main Store

Newport Beach

Ocean

Mission Viejo

28 Miles

(Berry)


Store 111 competition analysis costa mesa orange county california

Travel-Time from Store 111 (Travelshed)

Ocean

(Berry)


Store 111 competition analysis costa mesa orange county california

Travel-Time from Competitor Store 1 (Travelshed)

Ocean

(Berry)


Store 111 competition analysis costa mesa orange county california

Travel-Time from Competitor Store 2 (Travelshed)

Ocean

(Berry)


Store 111 competition analysis costa mesa orange county california

Travel-Time from Competitor Store 3 (Travelshed)

Ocean

(Berry)


Store 111 competition analysis costa mesa orange county california

Travel-Time from Competitor Store 4 (Travelshed)

Ocean

(Berry)


Store 111 competition analysis costa mesa orange county california

Travel-Time from Competitor Store 5 (Travelshed)

Ocean

(Berry)


Store 111 competition analysis costa mesa orange county california

Travel-Time All Stores (Travelsheds)

Ocean

Ocean

Ocean

Ocean

Ocean

Ocean

Travel-Time maps from several stores treating highway travel as four times faster than city streets.

Blue tones indicate locations that are close to a store (estimated twelve minute drive or less). Customer data can be appended with travel-time distances and analyzed for spatial relationships in sales and demographic factors.

Ocean

(Berry)


Store 111 competition analysis costa mesa orange county california

Travel-Time Surfaces for Store #111 and Competitor #4

Blue tones indicate locations that are close to a store (estimated twelve minute drive or less). The green through red tones form a bowl-like surface with larger travel-time values identifying locations that are farther away.

The value stored at each grid location specify how far away it is from the store—location 103, 86

is 5 minutes away from Store #111 and 3.0 minutes away from Competitor #1.

Col = 103 Row = 86

100.5 * .0 5 =

5.0 minutes

From Store #111

60.8 * .0 5 =

3.0 minutes

From Competitor #4

3D surface view

2D map view

(Berry)


Store 111 competition analysis costa mesa orange county california

Competition Map for Store #111 and Competitor #4

The travel-time surfaces for two stores can be compared to identify the relative access advantages throughout the project area. When the two surfaces are subtracted, zero values indicate areas that require the same travel-time to both stores—equidistant (effective travel-time distance).

This Combat Zone is identified where differences are small (yellow tones); positive differences indicate increasingly favorable travel-time to the Store (green tones); and negative differences indicate increasingly favorable travel-time to the Competitor (red tones).

Col= 103

Row= 86

3.0 – 5.0 = -2.0 minutes

(Competitor advantage)

60.8 * .0 5 =

3.0 minutes

From Competitor #4

Equidistant Bisector

S#111

C#4

100.5 * .0 5 =

5.0 minutes

From Store #111

Ocean

…note the radical difference between the simple distance solution and the combat zone solution responding to travel-time affects of the road network

(Berry)


Store 111 competition analysis costa mesa orange county california

Competition Map (S#111 and C#1)

Travel-Time

Equidistant Bisector

Equidistant

Bisector

Ocean

Combat111_Competitor1

Competition Maps for Store #111

to its Competitors

Yellow tones indicate locations that have similar travel-times to both stores (Combat Zone).

Green tones identify locations where the store has a competitive advantage with darker green areas having increasing advantage.

Red tones indicate areas where the competitor has an advantage.

Ocean

Combat111_Competitor2

Ocean

Combat111_Competitor3

Combat111_Competitor3

Combat111_Competitor3

Ocean

Ocean

Ocean

(Berry)


Store 111 competition analysis costa mesa orange county california

S#111

C#1

C#5

C#4

C#2

C#3

S#119

Ocean

Customer Locations

Increasing number of customers per cell

(Berry)


Store 111 competition analysis costa mesa orange county california

S#111

C#1

C#5

C#4

C#2

C#3

S#119

Ocean

Customer Density Surface

Increasing number of customers within 1km

(Berry)


Store 111 competition analysis costa mesa orange county california

Average= 287

+ StDev= 581

Break point= 868

S#111

C#1

C#5

C#4

C#2

C#3

S#119

High Customer Density (Pockets)

Unusually High Customer Density:

Pockets of Customers

Increasing number of customers within 1km

Ocean

(Berry)


Store 111 competition analysis costa mesa orange county california

Combat Zones (Store #111 vs. Competitor #4)

Combat Zones

(Berry)


Store 111 competition analysis costa mesa orange county california

Average= 287

+ StDev= 581

Break point= 868

Store #111

Advantage

S#111

C#1

C#5

C#4

Competitor #4

Advantage

C#2

C#3

S#119

High Customer Density (Divided Pockets)

Unusually High Customer Density:

Competitor #4 has advantage to more pockets

Increasing number of customers within 1km

Ocean

(Berry)


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