This document analyzes trade areas and consumer profiles for businesses A and B. It examines store cannibalization between stores A1 and A2, identifies potential new locations, and analyzes the competitive overlap between business A2 and competitor B. The analysis also profiles customers of business A and identifies the types and number of businesses within walking distances of 5, 10, and 15 minutes from a location.

1. Illustrative
TRADE AREA Analysis:
Consumer profiling, Branch/Store performance and Competitive intensity
 Retail market profiling:
• Store cannibalization:
store A1 and A2 share % of customers
• White space analyst:
business network expansion opportunity
(see map > Apot).
• Competitor analysis:
business A2 Trade Area overlaps % with competitor B.
 Customer Profiling (Business A):
A1
Apot
B1
A2
Business A
Business B
1,2,n – Business Branch ID
Apot – potential branch location
Legend
MARKET ANALYSIS USING GIS 1Source: ESRI Business Analyst Online Vanessa Mateus

2. Distance analysis : time or mileage, driving or walking
Methodology: Drive time in mileage: 0.25 , 0.5, 0.75miles (proxy to walking times 5, 10, 15 min) * avg. adult walking speed=3mph
Penn Station, NY
MARKET ANALYSIS USING GIS 2Source: ESRI Business Analyst Online
Illustrative
%
 Business type per distance band
Business accessibility within a 5, 10 and 15 min. walk from Penn Station.
Vanessa Mateus
 Retail Stores per distance band