The purpose of this paper is to examine the main analysis tools used by the Euronics Group, an important Italian retailing business in the sector of consumer electronics to choose the locations of points of sale. The single case study, using a qualitative type of analysis approach, highlights the usefulness of cooperating with external consulting companies in order to manage to handle large amounts of spatial data and limit the risks connected to an incorrect localization. The main tools used in the territorial analysis performed by Euronics in their choice of store locations are geomarketing software and telephone surveys.
Le scelte di localizzazione dei punti vendita all'interno del Gruppo Euronics
BONFANTI, Angelo;
2013
Abstract
The purpose of this paper is to examine the main analysis tools used by the Euronics Group, an important Italian retailing business in the sector of consumer electronics to choose the locations of points of sale. The single case study, using a qualitative type of analysis approach, highlights the usefulness of cooperating with external consulting companies in order to manage to handle large amounts of spatial data and limit the risks connected to an incorrect localization. The main tools used in the territorial analysis performed by Euronics in their choice of store locations are geomarketing software and telephone surveys.
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