Le géomarketing et la localisation : pour la faisabilité commerciale d'un produit forestier canadien à l’échelle des régions métropolitaines canado-américaines
In the current context of globalization of markets, assessment of market factors may represent the failure or success in today's business world. Due to the free movement of goods and services around the world, the effects of competition and market saturation tendencies become increasingly noticeable nowadays. Synthesis of cartography, geography and marketing, an important ally appears in the scenario of market analyses to guide enterprises. The geomarketing brings a set of spatial analysis techniques on marketing data using, among others, a geographic information system (GIS). This new discipline allows segmenting and qualifying the potential of a market and determine the optimal location according to sociodemographic, behavioral or economic characteristics of the market-study. In definition, geomarketing is a marketing approach based on the analysis of consumer behavior taking into account the notions of spaces and the nuances of market that a commercial action or a marketing campaign can generate on a zone geographical. Among the applications of the geomarketing, the identification of competition, potential markets, optimal locations and development of a distribution network of products or services. All these activities are related to competitiveness, which refers to the ability to occupy a strong position in a market. This research will use geomarketing spatial analysis techniques to target potential markets to an innovative insulation product produced from forest residues. The study proposes a method based on geographic and spatial analysis to determine location and distribution in order to maximize efficiency and market penetration by the product.
Network analysis Geographic information system Geomarketing