MARKET SEGMENTATION USING GEOGRAPHIC INFORMATION SYSTEM

Market Segmentation Using Geographic Information System



Executive Summary

To show how the analytical and visualization capabilities of geographic information systems (GIS) can enhance the communication, understanding and utility of data and information to be used in marketing planning, as compared with their conventional presentation as text and tables. A digital map of the study area was generated and a set of market zones. A multiple regression model for predicting sale of the product under study was then developed, taking into account sales figures from specific distribution outlets and the demographic and socio-economic characteristics of the population served by the distribution outlets in the identified market zones. Optimum routes and times between the manufacturing plant and the distribution outlets were derived.

TABLE OF CONTENT

PROBLEM STATEMENT4

METHODOLOGY4

Case Example4

Data capture5

ANALYSIS5

Creation of the market zones5

Development of the sales prediction model6

APPLICATION6

RECOMMENDATION7

ACTION & IMPLEMENTAIONS7

CONCLUSION7

REFERENCES9

Market Segmentation Using Geographic Information System

Problem Statement

It is generally agreed that about 80 per cent of all data in current use, in virtually all fields of human endeavour, contains some spatial element or dimension. Traditional information systems for decision support, commonly referred to as management information systems (MIS), were designed to handle only non-spatial data such as salary and personnel data, stock inventories, bank account management data and so on. However, it is now recognized that even these traditional systems could have better utility if the spatial component of the data they handle could be included in the analysis.

Methodology

Case Example

This study focused on the distribution of the Coca-Cola Company's product range marketed by Nairobi Bottlers Company Limited (NBL) within three districts of Nairobi, Kenya: Embakasi, Makadara and Kasarani.

These problems can be ameliorated through the construction of digital maps. Together, with maps of the transport network, these can be used to plan and control the dispatch of delivery vehicles, ...