Service Facility Location Learning Objectives Discuss how different customer service criteria affect facility location. Locate a single facility using the crossmedian approach. Use the.
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Transcript Service Facility Location Learning Objectives Discuss how different customer service criteria affect facility location. Locate a single facility using the crossmedian approach. Use the.
Service Facility Location
Learning Objectives
Discuss how different customer service
criteria affect facility location.
Locate a single facility using the crossmedian approach.
Use the Huff model to evaluate the economic
feasibility of a retail service location.
Discuss nontraditional location strategies.
Competitive Role of Service
Facility Location
Flexibility: Future economic changes
and portfolio approach
Competitive Positioning: Prime location
can be barrier to entry
Demand Management: Diverse set of
market generators
Focus: “Cookie-cutter” expansion and
cannibalization
Geographic Representation
Location on a Plane
Y
Destination j
Yj
Euclidean
dij ( xi x j ) ( yi y j )
2
Origin i
Yi
Metropolitan
dij xi x j yi y j
0
Xi
Xj
X
2
1/ 2
Effect of Optimization Criteria
City A
10
15
3
*
5
2
-10
*
-5
5
10
15
20
25
*
-10
-5
-15
B
1. Maximize Utilization City
(City
C: elderlyCity C
find distance a barrier)
2. Minimize Distance per Capita (City B:
centrally located)
3. Minimize Distance per Visit (City A:
frequent users and large population)
1
Estimation of Geographic Demand
Define the Target Market
(Families receiving AFDC)
Select a Unit of Area
(Census track, ZIP code)
Estimate Geographic Demand
(Regression analysis)
Map Geographic Demand
(3D visual depiction)
Site Selection Considerations
1. Access:
Convenient to freeway exit and
entrance ramps
Served by public transportation
2. Visibility:
Set back from street
Sign placement
3. Traffic:
Traffic volume on street that may
Indicate potential impulse buying
Traffic congestion that could be a
hindrance (e.g.., fire stations)
4. Parking:
Adequate off-street parking
5. Expansion:
Room for expansion
6. Environment:
Immediate surroundings should
complement the service
7. Competition:
Location of competitors
8. Government:
Zoning restrictions
Taxes
Breaking the Rules
Competitive Clustering (Among Competitors)
(e.g. Auto Dealers, Motels)
Saturation Marketing (Same Firm)
(e.g. An Bon Pain, Ice Cream Vendors)
Marketing Intermediaries
(e.g. Credit Cards, HMO)
Substitute Electronic Media for
Transportation
(e.g. USAA, Internet Shopping)
Single Facility Location Using
Cross Median Approach
5
3 (W3=3)
Y miles
4
Median =16/2 =8
3
2 (W2=1)
2
1 (W1=7)
4 (W4=5)
1
0
0
1
2
X miles
3
4
Huff Retail Location Model
First, a gravity analogy is used to
estimate attractiveness of store j for
customers in area i.
Aij= Attraction to store j for customers in area i
Sj = Size of the store (e.g. square feet)
Tij= Travel time from area i to store j
lambda = Parameter reflecting propensity to travel
Aij
Sj
Tij
Huff Retail Location Model
Second, to account for competitors we
calculate the probability that customers
from area i will visit a particular store j.
Pij
Aij
n
A
j 1
ij
Huff Retail Location Model
Third, annual customer expenditures for
item k at store j can now be calculated.
Pij = Probability of customer from area i travelling to store
j
Ci = Number of customers in area i (e.g. census track)
Bik = Annual budget for product k for customers in area i
m = Number of customer areas in the market region
m
E jk Pij Ci Bik
j 1
Huff Retail Location Model
Fourth, market share of product k
purchased at store j can now be
calculated.
M jk
E jk
m
(C B
i 1
i
ik
)
Athol Furniture Site Alternatives
4
State Park
1
2
3
A
5
Bluff lake
Z7
6
9
4
Railroad
Freeway
Major street
Park boundary
River
Census block group
Existing retail outlets
Potential sites
B
8
Y
11
10
12
X
Athol Furniture Data
COMPETITORS’ STORE SIZES
Store
A
B
MAXIMUM SIZE LIMIT OF SITES
Sales area, sq ft
10,000
15,000
Site
X
Y
Z
Maximum sales area, sq ft
15,000
20,000
10,000
MINIMUM TRAVEL TIME BETWEEN POTENTIAL AND EXISTING SITES
AND BLOCK GROUPS, Min
Site
A
B
X
Y
Z
1
7
10
16
12
7
2
5
8
14
10
5
3
5
8
14
10
5
4
9
10
16
12
7
Census block group
5
6
1
3
7
3
13
8
9
5
4
2
7
4
3
7
4
1
8
5
2
6
3
4
9
7
1
4
2
3
10
10
2
4
4
10
RELATIONSHIP OF STORE SIZE TO MARGIN ON SALES, EXPENSES,
AND NET OPERATING PROFIT AS % OF SALES
Sales area,
sq ft
10,000
15,000
20,000
Margin
on sales
16.2
15.6
14.7
Expenses
12.3
12.0
11.8
Net operating profit
before taxes
3.9
3.6
2.0
11
14
2
2
2
10
12
17
5
2
5
13
Athol Furniture Demographics
MARKET DATA
Census block
group
1
2
3
4
5
6
7
8
9
10
11
12
Number of
households
730
1130
1035
635
160
105
125
470
305
1755
900
290
7640
Average annual
income
$12,000-$12,500
8,500-9,000
19,500-20,000
25,000-over
4,500-5,000
4,000-4,500
4,000-4,500
8,000-8,500
6,000-6,500
18,500-19,000
15,000-15,500
25,000-over
Average annual furniture
expenditures per household
$180
125
280
350
75
50
60
115
90
265
215
370
Store Site Selection
Annual Profit ($)
Store Profit as a Function of
Lambda
30000
X10
X15
20000
Y10
10000
Y15
0
Y20
0.1
0.5
1
2
5
Z10
Market Share Analysis
Now
X15
Y15
Y20
A
30%
22%
21%
19%
B
70%
47%
46%
41%
31%
33%
40%
Athol