location-marketing concepts

1. location analysis

•  Following questions are the starting point of all our considerations:

•  What does the customer want?
•  Which potential does the own location have?
•  How efficient are our competitors?

We examine the chances and risks, the strengths and weaknesses of locations. Therefore the location analysis is the first step of a successful location marketing.

•  market analysis: chances and risks of locations

  o target group analysis
  o analysis of the competitors and market research

•  internal location analysis: the strengths and weaknesses of locations

  a. database mining and evaluation
  b. economical analyses
  c. determination and evaluation of soft factors (socio-economic environment)

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2. location planning and location development

•  evolution of a concept or a vision

  Location planning and location development will only be successful, if they are guided by a vision or an forward-looking ideas. Therefore following questions have to be answered:
  Which aims do we want to reach in a short, medium and long period?
  Which resources will be necessary to do that?
  This vision must base on the thickness of a location and show his capability.

•  strategic marketing

  A marketing strategy has to be verbalized. After the predefinition of strategic targets and concrete actions, periods of time have to be fixed, in which they will be achieved.

•  operative marketing

  Intensive cooperation with our customers leads us to the choice of the suitable marketing instruments. This selection results in a list of measures which apply to a specific location. The consolidation of location advantages and its precise communication to the target group has to be emphasized.

  the marketing-instruments:

  •  product politics: list of the utilities program
    •  product quality
    •  additive services
      
      
  •  condition politics:
    •  price fixing and contract organization
      
      
  •  communication politics:
    •  configuration of the direct and indirect customer contact
    •  media service
    •  advertisement
    •  public relations
      
      
  •  distribution politics:
    •  configuration of the distribution system
      

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3. project realization:

•  project attendance and implementation
  
  
•  coordination of all involved persons ( project partners and other persons concerned)
  
  
•  continuous economical consulting
  
  
•  financing conception and management

  We analyse and verify the success, that means the agreement of actual and ideal state, in every conversion stage of the project.

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4. the control

We analyse and verify the success, that means the agreement of actual and ideal state, in every conversion stage of the project.

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