Finding Market Opportunities: Understanding the market environment spatially using desktop analysis tools

Introduction

This SpatiaLAB is designed to serve as a guideline for an independent student project in which you will perform an environmental scanning analysis for an actual client organization. You will develop a profile of the organization and its objectives as well as an understanding of what environmental factors create threats and opportunities for it. You will then use business geographic information system (GIS) software to analyze the spatial distribution of those factors within the organization's market area.

Location

Determined by instructor and student

Time to complete the lab

This SpatiaLAB will take many days or weeks to complete and may be appropriate as a term project. Much of the time required will depend on interactions between the lab instructor and the client organization.

Prerequisites

An understanding of the role of environmental scanning in marketing strategic planning

Some experience in thematic mapping and map management in the Business Analyst Desktop system

Access to a computer running Esri Business Analyst Desktop Premium 10

Data used in this lab

Determined by the instructor and student