1 UNIBO - Geomarketing - UNIT 3 - F. Fusco Francesco Fusco

1 UNIBO - Geomarketing - UNIT 3 - F. Fusco

Francesco Fusco


Introduction

•Geomarketing and the associated activity of geo management is the process of delivering a territorial marketing plan, based on a detailed analysis of local (regional) characteristics.

•Geomarketing identifies the geo-physical structure of the territorial area under evaluation and adds up the thematic infrastructure and resource maps producing a complex 2-dimensional model of the region itself.

•Moreover it takes into account the attitude and the aims of the local community (i.e. stakeholders) to determine the real demand for development.


The offer-demand matrix

•The output of the process is a matrix which links offer vs demand, in a structured way. It selects main local characteristics (offer) and sets the weight they can contribute to fulfil a given demand

Demand1

Demand2

Demandm

Offer 1 w11

Offer 2

Offer n wnm


Matrix analysis

The offer-demand matrix undergoes a feasibility (threshold based) study to identify

1. Key elements to be enhanced

2. Target valuable customers

3. Affordable ( in time and costs) aims

4. Unfeasible objectives


The effective plan

1. A simplified or effective plan can be derived, filtering the original raw marketing plan according to local objective features

Offer n

Offer 2

Offer 1

Demandn

Demand2

Demand1

Offer n

Offer 2

Offer 1

Demandn

Demand2

Demand1

Raw plan Filter Effective plan


Benchmarking

Definition

Benchmarking is the technique (of public government) to compare the marketing plan against regional competitors

Due to digital communication and global mobility, competitors are no longer restricted to neighbours but even remote and distributed (virtual) regions must be included.


How benchmarking is carried out

Site location managers identify main local features from the effective plan to be used for benchmarking.

Local characteristics are evaluated according to a conventional scale and respective, common origin, axes graphically normalised.

A diamond shape figure is then drawn up.

The enclosed area represents the overall offer of the region.


The diamond shaped offer model


The flexibility issue

•Global economy requires a deep evaluation of the flexibility of the regional system.

•Only fast adapting to outer changes systems can develop over the long term

•Continuous monitoring allows to verify needs for re- organization

•Digital economy offer good practises worldwide

•The diamond shaped offer must be updated


Geomodeling

•Geomodeling is the technique to analyse the territory describing at local level thematic features, numerical spatial functions, natural and artificial characteristics

•Basically geomodeling helps in answering questions of the type

What … if

Where… if


Geo-tools for geomarketing

•Specialised IT offers today tools for a proper management of territorial information.

•Fast computers and consolidated spatial algorithms give site location managers the mean to analyse the region features

•GIS software is now available even on standard desktop workstation


Geographical information systems

A geographical information system (GIS) digitalizes the spatial description of geophysical features of real world.


Georeferencing

Latitude is the arc distance from the Equator

Longitude is the arc distance from theGreenwich meridian

P

N

S

EO

P=P(,)

Every point on the Earth surface is associated to a couple of numbers: latitude, longitude


Projection

The surface is projected over a 2-D plane. A mapping M links surface points to plane points. M=M(P)

A map is a projected subset of Earth surface on the 2-D plane


Geomodeling the real world

Maps

Real world

The classification of spatial features generates several independent layers


Representation techniques


Spatial layers

A unique spatial reference system allows to overlap several different thematic maps (layers) and create new computed maps that can be further analysed to carried out specific territorial tasks


Topology

1

2 3

4

1

2

3

4

Topology describes the mutual relations among spatial objects

5

Topology allows to answer to spatial queries


Spatial analysis

How many restaurants are within the circle?


Single access point

•Geomarketing can be used by public sector to sell a region.

•There is a need to identify a clear front-end where investors can apply to be fully served

•The single access point is a valid solution

•Public authorities should set up flexible access points to advertise and manage their resources

•The british one stop shop paradigm represents a flexible single access point model


One stop shop paradigm

Organisation

Measurement

Services

Procedures

DemandEnvironment


Conclusion

Geomarketing allows to fit a strategic marketing plan to specific local terriotrial characteristics

The analysis of local features can be addressed using Gis technology

Geomanagement adopts spatial models to carry out objective spatial analysis

Single access point managed by an independent agency constitute the proper mean to sell a region to investors


Test Exercise

Calculate the number of firms potentially served (distance <500 mts) by a large band fiber cable laid down along the provincial street n.X

Estimate the potential impact on the number of visitors.

Documents

1 UNIBO - Geomarketing - UNIT 3 - F. Fusco Francesco Fusco