Recently, GIS(Geographic Information System) has been applied in sales and marketing activities more often than before. GIS is applied to the visualization of markets and the analysis of market characteristics. For the visualization, GIS is used to represent the formation of a trade area, the competitiveness of trade areas, and thedynamic dimensions of a trade area. The purpose of this study is to analyze and describe the trade area of three commercialized sports clubs in a Japanese city located in Kyushu area using GIS application software such as SURFER and IDRISI. SURFER is used to visualize the trade area of the three clubs. IDRISI is also used to describe the competitiveness of these clubs. In addition, in order to analyze the penetration into the market by these three sports clubs, the market penetration ratios for people aged between eighteen and sixty-nine are calculated and displayed.The results of the analysis are summarized as follows: (1) There were big differences in the trade areas of the three sports clubs. (2) The formations of trade areas of each of the three clubs were analyzed in relationship to the other two clubs. (3) The trade areas and penetration ratios of the three clubs were assessed accurately using GIS.
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