Copyright 2001-2010 Callcredit Information Group Ltd. GMAP Consulting is part of the Callcredit Information Group alongside Callcredit Marketing Limited, Callcredit Limited, Legatio Technologies Limited, DecisionMetrics Limited & Callcredit Marketing Solutions Limited

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Market Representation, Network Planning & Scenario Modelling

Wide Ranging Services:

• Local Market Studies & Retail Catchment Definition:
  Wherever you currently operate in the world we can help you to define and map out your markets and retail catchments by combining your own outlet, customer and sales data with market data, travel patterns and customer profiles. We can help you to thoroughly understand your markets and assess current outlet representation and market share by introducing additional industry specific datasets and data on local demographics, competition and consumer demand. By appreciating the size and potential of each market and your performance within it, you have all the intelligence you need to make with confidence major network decisions. These projects are specific to a particular geographical area and will typically focus on a particular issue which may cover any of other services outlined below.
  
  
• Territory Planning & Optimisation:
  For those organisations with sales territories, we can help you define and map out these areas, identifying territory overlap or gaps in the marketplace. We can also help you develop the optimum territory definition to achieve the best market coverage and assist in helping you to assess the sales potential of each territory for targeting setting.
  
  
• National Retail Network Planning (Market Representation Planning):
  For any particular country, we can provide Market Representation Plans that help you understand the overall size and layout of your network. We can also help you understand your own market share and speculate on the optimum network size based on demand for your products and services and the location of competitors.
  
  
• Market Entry Analysis, Evaluation & Planning (New Overseas Markets & New Product Markets):
  If you are looking to expand into new overseas markets, we can assess the current marketplace and help you identify gaps in the market. We can help you understand market demand and current competitive activity. We have a wide range of industry specific data and established cross-market expertise that can also help if you wish to diversify your offer and enter into new product markets.
  
  
• Network Performance Benchmarking & Management:
  For any country that you currently operate in, for which you have sales data available, we can help you understand and benchmark your best performing outlets and more importantly explain why they are performing so well. By benchmarking each of your stores against those that are performing the best we can help you identify the critical success factors that can be focused on to improve the performance of your worst performing outlets. We can help you evaluate site attractiveness and the strength of local competition. We can also help you set realistic sales targets for each outlet and where new stores are planned we can help predict potential revenue streams and market share achievable.
  
  
• Optimisation Planning (Site Selection & Site Location Planning):
  Part of our service is to assist our clients in identifying the best sites for their next store, branch or outlet. This type of analysis will typically look at your current network configuration and by using their best performing store as a basis will identify the best next sites. It will also identify how many outlets there should ideally be in an optimum network to adequately cover the target market.
  
  
• Operational Optimisation (Product Ranging, Channel Allocation, Store Layout & Environment, In-Store Promotion & Discounting, Human Resourcing):
  If you want to optimise other types of operational issues then we can help in this area too. By understanding the local market profiles of each outlet catchment we can ensure that your product proposition can be ideally matched to this audience. This can have benefits in many areas; from ensuring that your product range, promotions and channel are conducive to the target market through to making your store environment and even your staffing appropriate.
  
  
• Strategic Business Planning & Network Change Recommendations (Scenario Modelling for Store Expansion, Refurbishment, Rationalisation, Mergers & Acquisition):
  When you are looking at programmes of network expansion, refurbishment, rationalisation of consolidation in a mergers and acquisition process, it is important that you get your locational decisions right. Using powerful gravity modelling technology we can help you model different network scenarios and understand the financial impacts of any decision. We can help you understand how much turnover a new store will make, what impact it will have on the stores in close proximity, what effect a new competitor store will have on your network, what effect a refurbishment will have on a store and what impact a closure or a series of closures would have on your network as a whole. Where there is a merger of companies, each with different networks, we can help you analyse which outlets should be retained and which should be closed to provide the best returns.
  
  
• Network Cannibalisation Analysis, Impact Analysis & Rationalisation Analysis:
  Specific analysis may be performed that relates to store closure or opening. This type of analysis can focus on proposed actions taken by either yourself or your competitors to understand the impact of decisions on both of you. For example, opening a new store within your own network could cannibalise the market of your closest store. This type of analysis will analyse the impact on your own sales and market share in relation to the predicted performance of the new store. Similarly, the opening of new competitor stores may have a significant effect on your network. Conversely, in a rationalisation programme, analysis will help identify which stores should be closed to have the least impact on your revenues.

Each of these tasks can be provided as either a consultancy service or can be performed in-house using our proprietary software.

Consultancy Services:

For those companies that would prefer to out-source either a single project or a long-term strategic venture we can help too. We can either carry out project-based consultancy assignments or second staff to a clients' premises to work on-site. Projects are typically bespoke and tailored to each client's commercial requirements.

MICROVISION Licensed Software:

We empower our customers to perform their own market analysis and modelling if they have the in-house resource and skill to do so. Our proprietary MICROVISION software is provided on license as a desktop application. Unlimited training and a team of dedicated technical helpline is also provided.

We can enable you to visualise the extent of your store catchments.

Our market intelligence systems enable you to identify potential sites that have similar catchment profiles to your best performing stores.

We can help you to understand the best configuration for your sales territories.

Market Statistic Reports enable you to anticipate the potential demand and revenues of a new store as well as the impacts on your current store network.