A review on the market analysis process for retailing

From the point of view of a network of retail outlets

Abstract

This study reviews literature on market analysis process and location-allocation models within the context of the entire network of retail outlets. While market analysis process may work when the single-store locations are analyzed, more issues are involved if the new store is part of a network of outlets. Location-allocation models seem more capable of successful site selection in the latter case because they take into account various factors such as pre-existing competing stores in the market area.