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MKTG56367 Marketing Analytics

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Using evidence-based analytics research, create an executive summary to submit to your client, Mr. Smith. Run trade area reports to identify the competition, population, demographics, segments, activities, and any other data you may feel is relevant for an analysis of the trade areas.
Open and review the details of your trade area reports, paying specific attention to details like the proportion of the trade areas belonging to a particular demographic or participating in a specific activity. How does this compare to the benchmark Mr. Smith has identified?
Considering all the information you have about these current trade areas, your primary goal is to recommend an additional optimal location for Mr. Smith’s next store.
Although Environics Envision and PiinPoint will be the primary method of analytics used, other supporting analytical data and secondary research may also be used. Although you can review your trade areas on screen, you should append at least ONE analytical report, from BOTH Environics Envision and PiinPoint, justifying your recommendation in your executive summary.
Some questions that should be answered are:
ï‚·What are the demographics of the existing and proposed location?
ï‚·Which segments live around the existing and proposed location?
ï‚·How many competitors are located around the current and proposed location?
Executive Summary Outline
Executive Summary
The main sections of the executive summary will likely include the following:
ï‚·the opening statement, brief background information
ï‚·the purpose of research/report
ï‚·the method of data gathering and analysis
ï‚·an overview of results/findings (refer to appendix when needed) and,
ï‚·Conclusions and recommendation(s) with a description of each recommendation, accompanied by a justification (refer to appendix when needed),
ï‚·Appendix (minimum one analytic report from Envision and PiinPoint, APA references, graphs, tables, etc.) 


Some ideas to complete summary in a short timeline.
ï‚·Decide on direct and in-direct competitors (some ideas: restaurant fast casual, Salad and wraps restaurants, QSR/Fast Foods, etc.). Will customers who are looking for a healthy ‘quick’ meal also eat at ‘not so healthy’ alternative QSRs?
ï‚·Create a new project in PiinPoint and create Points of interest/Competitors based on your decision above.
ï‚·Add all three addresses in Envision and PiinPoint at the same time.
o2535 Appleby Line, Burlington, ON L7L 0B6
o840 Main Street East, Milton, ON L9T 0J4
o900 Maple Ave, Burlington, ON L7S 2J8
ï‚·Review the current stores trade areas in Envision to determine one or two key segments that appear to be your potential target market. Perhaps more information is required about your target market? Is Mr. Smiths ideas about his customer not as accurate as it could be?
ï‚·Use the Comparison feature in PiinPoint to quickly review all areas for key demographics
ï‚·Reduce to a few potential broad areas first: New store location should be greater than 5 km from current stores and less than 20 km away.
Review potential broad areas in PiinPoint to look for populated areas, matching location criteria above and key demographics

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