Source: Marketing Management -A South Asian Perspective- 13th Edition-Philip Kotler
Gujarat Co operative Milk Marketing Federation uses GIS [Geographical information system] in order to plan retail coverage.
The positions of Amul parlors, Amul outlets and competitor's outlets are mapped out in a digitized format.
GCMMF has divided the city in 7 zones, which are further divided into 62 areas and 410 grids, for analyzing and presenting the information that is related to the geographic location.
GCMMF identifies unexplored areas and plans location of additional outlets to increase its market penetration.
It is done by analyzing geographic representation of sales data along with the spatial distribution of Amul outlets, competitor's outlet, and the density of other retail outlets in an area.
Also company can visualize the actual location of retailers associated with important landmarks and boundaries of zones, areas, and grids that helps in the demarcation of areas.
Thus with the help of GIS, the company can ascertain the quality and depth of the retail penetration in a specific area and carry out market share analysis for different areas.
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Gujarat Co operative Milk Marketing Federation uses GIS [Geographical information system] in order to plan retail coverage.
The positions of Amul parlors, Amul outlets and competitor's outlets are mapped out in a digitized format.
GCMMF has divided the city in 7 zones, which are further divided into 62 areas and 410 grids, for analyzing and presenting the information that is related to the geographic location.
GCMMF identifies unexplored areas and plans location of additional outlets to increase its market penetration.
It is done by analyzing geographic representation of sales data along with the spatial distribution of Amul outlets, competitor's outlet, and the density of other retail outlets in an area.
Also company can visualize the actual location of retailers associated with important landmarks and boundaries of zones, areas, and grids that helps in the demarcation of areas.
Thus with the help of GIS, the company can ascertain the quality and depth of the retail penetration in a specific area and carry out market share analysis for different areas.
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