G2-Group10 Proposal
| HOME | PROJECT REPORT |
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PROJECT MOTIVATION |
The group was tasked to work on a business profiling project for one of the biggest world-wide fast food chains, with a primary focus on its outlets in Taiwan. The chain has close to 240 outlets all over Taiwan and we’ll be focusing on 13 outlets which are based in Taoyuan, Taiwan.
Our group is excited to embark on this project as it gives us an opportunity to apply the knowledge that we have learned during the module in a real-life context. Though circumstances are more unpredictable and data is less regulated and with high complexity, our group aims to overcome these problems and deliver high-quality insights for our client.
Based on the Taoyuan's Government strategic plans to attract foreign investors. Thus, our group views this as the perfect opportunity for our client to capitalize on with the increase in population.
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PROJECT OBJECTIVE |
To cover trade area analysis in detail through:
- Delineation of Trade Area of each stores
- Analyze overlapping trade areas of each stores
- Analyze buffering zone of each stores
- Create profiles of customers using 5 cluster for each trade area (To target the largest customer)
- Analyze POIs of each trade area of each store to see if it affects sales (e.g. Proximity of stores)
With geographic information systems software QGIS, we’ll be able to precisely plot and delineate the trade area boundaries and compile information to help the restaurant in their decision analysis.
By the end of the project, we hope to be able to share a few key deliverables with our client, mainly
1. Project Proposal
2. Project Poster
3. Web Maps
4. Project Report
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DATA |
| Data File name | Description | File format | Usage | ||
|---|---|---|---|---|---|
| Admin Boundary | |||||
| County MOI | Admin Boundary | Shapefile (.shp) | -Nil- | ||
| Town MOI | Admin Boundary | Shapefile (.shp) | -Nil- | ||
| Village MOI | Admin Boundary | Shapefile (.shp) | For digitizing reference | ||
| Taiwan Stores | Includes all Taiwan stores | Shapefile (.shp) | To extract our stores from our group (G2G10) | ||
| Powerpoint Map | |||||
| CZ-20171122寬等比高100(木) | Map of Store CZ | Powerpoint (.pptx) | For trade area digitization | ||
| DU-20171122寬90高60(木) | Map of Store DU | Powerpoint (.pptx) | For trade area digitization | ||
| KW-20180424寬90高64(木) | Map of Store KW | Powerpoint (.pptx) | For trade area digitization | ||
| LK-20150817寬110高82(鋁)含框 | Map of Store LK | Powerpoint (.pptx) | For trade area digitization | ||
| NL-20171113寬70高100(鋁) | Map of Store NL | Powerpoint (.pptx) | For trade area digitization | ||
| NQ-20181015寬86高104(木)含框 | Map of Store NQ | Powerpoint (.pptx) | For trade area digitization | ||
| PD-20171122寬75高比例(木)含框 | Map of Store PD | Powerpoint (.pptx) | For trade area digitization | ||
| RJ-20180925寬75高100(木) | Map of Store RJ | Powerpoint (.pptx) | For trade area digitization | ||
| TE-20180502寬88高61(木) | Map of Store TE | Powerpoint (.pptx) | For trade area digitization | ||
| TK-20171122寬75高105(鋁) | Map of Store TK | Powerpoint (.pptx) | For trade area digitization | ||
| TE-20180502寬88高61(木) | Map of Store TE | Powerpoint (.pptx) | For trade area digitization | ||
| WL-20171108寬70高76(鋁) | Map of Store WL | Powerpoint (.pptx) | For trade area digitization | ||
| Point of intrests (POIs) in 'V7AM181F0WV7000AACV0' folder | |||||
| Business | Category of POIs | Shapefile (.shp) | To extract POI - BUSINESS FACILITY & INDUSTRIAL ZONE | ||
| CommSvc | Category of POIs | Shapefile (.shp) | To extract POI - GOVERNMENT OFFICE | ||
| EduInsts | Category of POIs | Shapefile (.shp) | To extract POI - HIGHER EDUCATION & SCHOOL | ||
| Entertn | Category of POIs | Shapefile (.shp) | To extract POI - NIGHTLIFE, CINEMA, PERFORMING ARTS & BAR OR PUB | ||
| FinInsts | Category of POIs | Shapefile (.shp) | To extract POI - ATM & BANK | ||
| Hospital | Category of POIs | Shapefile (.shp) | To extract POI - HOSPITAL & MEDICAL SERVICE | ||
| MiscCategories | Category of POIs | Shapefile (.shp) | To extract POI - RESIDENTIAL AREA/BUILDING | ||
| ParkRec | Category of POIs | Shapefile (.shp) | To extract POI - BOWLING CENTRE, SPORTS COMPLEX, SPORTS CENTRE | ||
| Restrnts | Category of POIs | Shapefile (.shp) | To extract POI - RESTAURANT & COFFEE SHOP | ||
| Shopping | Category of POIs | Shapefile (.shp) | To extract POI - GROCERY STORE, SHOPPING, CONVENIENCE STORE, CLOTHING STORE, DEPARTMENT STORE, PHARMACY, SPECIALTY STORE, CONSUMER ELECTRONICS STORE & BOOKSTORE | ||
| TransHub | Category of POIs | Shapefile (.shp) | To extract POI - TRAIN STATION, COMMUTER RAIL STATION & BUS STATION | ||
| TravDest | Category of POIs | Shapefile (.shp) | To extract POI - HOTEL | ||
| Streets | Line of Streets | Shapefile (.shp) | For shortest path analysis | ||
| SecHwys | Line of Secondary highway | Shapefile (.shp) | For shortest path analysis | ||
| AltStreets | Line of alternative streets | Shapefile (.shp) | For shortest path analysis | ||
| MajHwys | Line of Major highways | Shapefile (.shp) | For shortest path analysis | ||
| Excel files | |||||
| Store_sales_data | Sales data of all store | Excel file (.csv) | For us to extract sales data for G2G10 stores | ||
| metadata | Information of 32 POIs | Excel file (.xlsx) | To know which 32 POIs to use and instruction of naming convention for attribute table | ||
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SCOPE OF WORK |
As the client has many outlets located all over Taiwan, each group is allocated 13-15 stores to work on for the trade area analysis. Our group was allocated the outlets within Taoyuan City (桃园市), as shown in the map above. The stores include,
| Store Code | Store Name | Total Trade Area 總區塊 | No. of Household 總戶數 |
|---|---|---|---|
| DU | 桃園大園店 | 13 | 16414 |
| LK | 林口長庚店 | 13 | 15331 |
| KW | 桃園龜山店 | 20 | 37643 |
| CZ | 桃園春日店 | 17 | 20963 |
| NQ | 桃園南崁店 | 10 | 28004 |
| RJ | 桃園南昌店 | 7 | 14084 |
| WL | 桃園武陵店 | 15 | 37925 |
| TD (TK) | 桃園同德店 | 13 | 29665 |
| NL | 內壢中華店 | 19 | 34925 |
| TE | 桃園桃鶯店 | 21 | 32697 |
| PD | 桃園八德店 | 15 | 32216 |
| TY | Missing location map | - | - |
| DZ | Missing location map | - | - |
Other than the stores, we are also provided with information of points of interest (POIs). These points of interests will help us strengthen our trade area analysis based on the concentration of facilities in the area.
| Facility Description | Facility Type |
|---|---|
| 1. ATM | 3578 |
| 2. BANK | 6000 |
| 3. BAR OR PUB | 9532 |
| 4. BOOKSTORE | 9995 |
| 5. BOWLING CENTRE | 7933 |
| 6. BUS STATION | 4170 |
| 7. BUSINESS FACILITY | 5000 |
| 8. CINEMA | 7832 |
| 9. CLOTHING STORE | 9537 |
| 10. COFFEE SHOP | 9996 |
| 11. COMMUTER RAIL STATION | 4100 |
| 12. CONSUMER ELECTRONICS STORE | 9987 |
| 13. CONVENIENCE STORE | 9535 |
| 14. DEPARTMENT STORE | 9545 |
| 15. GOVERNMENT OFFICE | 9525 |
| 16. GROCERY STORE | 5400 |
| 17. HIGHER EDUCATION | 8200 |
| 18. HOSPITAL | 8060 |
| 19. HOTEL | 7011 |
| 20. MEDICAL SERVICE | 9583 |
| 21. PHARMACY | 9565 |
| 22. RESIDENTIAL AREA/BUILDING | 9590 |
| 23, RESTAURANT | 5800 |
| 24. SCHOOL | 8211 |
| 25. SHOPPING | 6512 |
| 26. SPORTS CENTRE | 7997 |
| 27. SPORTS COMPLEX | 7940 |
| 28. TRAIN STATION | 4013 |
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PROJECT SCHEDULE |
