Locationt & Market
The performance feature of integrativity implies the utilization by the customer of the offer, and assumes a visit to the actual location of performance creation. Consequently the accessibility of the location becomes, alongside the attractiveness of the performance or services on offer, the pre-eminent success factor.
The judge of the attractiveness and accessibility of the location is the subjective perception of the target group. When investing in a sport or leisure complex, the location is a factor which cannot in practical terms be changed. The same applies for investments in functions or events, where the decision concerning the location is neither revisable nor immediately repeatable. Thus, the choice of location becomes a constructive entrepreneurial decision – with momentous consequences for the future of the business!
We analyse the location catchment area using a process of market demarcation concerning factors surrounding geography, human resources, technical factors and factors of timescale. We identify target groups according to utilization preferences and financial potential. Likewise, the relevant competitors define the market chances and risks. By steering and guiding operational strengths (core competencies) towards the opportunities to be found in the market place we develop strategies based upon SWOT analyses. We use strategy models (positioning models, for example) in order to achieve transparency in terms of chances in the intended market position.
Forecasts concerning potential turnover and profitability – both of which are central aim criteria – result from methods of estimation relating to location planning (e.g. structure models, interaction models, customer spotting etc.) and are preceded by the identification of the most important location factors.
By means of these activities, which themselves precede the development of the business and investment concept, we create a comprehensive information base for the creation of the business model as well as a foundation for operational strategy and management planning.