Cluster Zone potential
The use of Geomarketing as a strategic and operational tool to support decisions, amongst other things, allows companies the establish an optimal relation between their own supply skills and demand localisation. Indeed, territory is an indispensable information source for identifying micro-markets to be analysed and explored, guaranteeing companies a competitive advantage through the targeted differentiation of their own business strategies.
The analysis of territorial potential is one of the main aspects that Geomarketing can provide. The use of GIS type software, cartographies and micro-territorial data allows companies to improve operativeness in the field of their sales network by modelling the structure and supporting development.
The construction of actual market areas for single sales points allows us to measure performance in relation to the local potential through the quantification of current and potential clients which are in the area and the identification of micro-targets of interest. From a consequential argument approach, we can draw out precious strategic indications on the opening of new sales points by identifying areas with higher potential which are not covered without losing sight of competitor localisation.