G1-Group08 Proposal

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PROJECT REPORT

Project Motivation

The client in this proposal is well established international food and beverage (F&B) brand and owns a lot of outlets across different counties in Taiwan. This brings up a business question on what are the potential reasons that result in a different sales figure for the different franchised outlets and it is part of a marketing strategy for the client.

Therefore, in this project, our team is motivated to explore whether geographic segmentation and the location of the trade area influences the sales level of the various outlets in Taiwan. Psychographic segmentation may play a part as well since lifestyle in the county may affect the sales performance of the outlets. Our team will specifically focus on the analysis for the county of Changhua, Chiayi County, Chiayi City, and Yunlin.

To understand more about the counties our team is assigned to, we carried out background information research and realised each of the counties has its own charms and sites to attract people to visit. Through identifying the Point of Interest (POI) types that are positioned near the store’s trade area in Taiwan and comparing the individual outlet’s sales performance, the team will be able to provide an analysis to the client regarding their positioning of the stores in the four counties. The team seeks to find out whether the different kinds of POI have any impact on the sales performance of the outlets in the different trade areas while ensuring they have a competitive edge over their competitor's food chain stores.

Another motivation that drives our team to choose this Business Profiling Project is the application of Geographic Information Systems (GIS) skills learnt in class into Taiwan context. Business Profiling is an area that our team is interested in so it will be an enriching experience to take on this project and work in collaboration real-time with the client from Taiwan. The team aims to suggest recommendations and strategies in this project that can aid the client in marketing to the potential consumers in the trade area while being able to drive their revenues and sales.

Project Objectives

Following the allocation of 13 stores to the team, the team will utilise the datasets provided to achieve the outlined project objectives:

1. Digitise the map with the application of QGIS (Geographic Information System Software)
2. Delineate the trade area of the F&B outlets in Taiwan
3. Set multiple buffer zones for each trade area
4. Identify the various Point of Interest (POI) that are in close proximity to the individual outlet
5. Analyse and evaluate how the presence of POI can affect the sales of the individual F&B outlet within the trade area
6. Build QGIS Web Maps to export and publish the maps to the web
7. Create poster to summarise the significant results and findings
8. Develop Project Report that contains the detailed research and analysis

Ultimately, the team will produce the project artifacts that contains the digitised maps of 13 stores as well as a detailed analysis of the stores’ profiles based on the POI within the trade area.

Project Data

The following datasets applied to this project has been provided by Professor Kam with the permission from the client.

Data Folder Name	Data Format	Data Source	Purpose
Admin_boundary County MOI Town MOI Village MOI	Shapefile	Client / Professor Kam	Import the layers for easy tracing and digitising of the map
GeoPackage Taiwan Stores	GeoPackage	Professor Kam	Contains the list of stores in Taiwan and extract the 13 allocated stores
Location_map	PowerPoint Slides	Client	Consists of the stores’ trade area for the team to digitise the map
Point of Interest (POI) Located in Northern, Centre and Southern of Taiwan ATM Bank Bar or Pub Bookstore Bowling Centre Bus Station Business Facility Cinema Clothing Store Coffee Shop Commuter Rail Station Consumer Electronics Store Convenience Store Department Store Government Office Grocery Store Higher Education Hospital Hotel Industrial Zone Medical Service Nightlife Performing Arts Pharmacy Residential Area/ Building Restaurant School Shopping Specialty Store Sports Centre Sports Complex Train Station	Shapefile	Client / Professor Kam	Lists of POI for the team to identify within the trade area
Map Releases - Taiwan Release Notes	PDF	Professor Kam	Identify the POI’s facility code based on the facility description.

Scope of Work

The workload has been divided up among the three members in the team so everyone will coordinate their completed work together afterwards. In this case, for delineating the trade area of each outlet, the work is being split up according to the assigned county in Taiwan.

Therefore, each team member is responsible for 1 county respectively:

Team Member	County
Su Yee	Changhua
Eddie	Yunlin
Jim Meng	Chiayi County and Chiayi City

There are 13 stores allocated to our team and the respective store codes are :

County	Store Code
Changhua	XH YL BD XT
Yunlin	BK TO HU TL XL
Chiayi County and Chiayi City	PU MX CQ JU

Using QGIS, our team has digitised the maps for all the 13 outlets according to the stores' location map. Moreover, multiple buffer zones with buffering distances have been set for each of the trade areas in the four counties. Our team will proceed to extract the significant POI that are present in the trade area and further analysis will be conducted to analyse how the POI types can affect the sales performance of the above mentioned outlets.

Project Schedule

The Gantt Chart that is shown below has been prepared by the team based on their own availability while keeping the tight deadlines of this project into consideration. All final deliverable of the project is expected to be submitted by Week 14.