G2-Group10 Proposal

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PROJECT PROPOSAL

PROJECT POSTER

WEB MAPS

PROJECT REPORT

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.

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

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)
Business	Map of Store WL	Shapefile (.shp)	To extract POI - BUSINESS FACILITY & INDUSTRIAL ZONE
CommSvc	Map of Store WL	Shapefile (.shp)	To extract POI - GOVERNMENT OFFICE
EduInsts	Map of Store WL	Shapefile (.shp)	To extract POI - HIGHER EDUCATION & SCHOOL
Entertn	Map of Store WL	Shapefile (.shp)	To extract POI - NIGHTLIFE, CINEMA, PERFORMING ARTS & BAR OR PUB
FinInsts	Map of Store WL	Shapefile (.shp)	To extract POI - ATM & BANK
Hospital	Map of Store WL	Shapefile (.shp)	To extract POI - HOSPITAL & MEDICAL SERVICE
MiscCategories	Map of Store WL	Shapefile (.shp)	To extract POI - RESIDENTIAL AREA/BUILDING
ParkRec	Map of Store WL	Shapefile (.shp)	To extract POI - BOWLING CENTRE, SPORTS COMPLEX, SPORTS CENTRE
Restrnts	Map of Store WL	Shapefile (.shp)	To extract POI - RESTAURANT COFFEE SHOP
Shopping	Map of Store WL	Shapefile (.shp)	To extract POI - GROCERY STORE, SHOPPING, CONVENIENCE STORE, CLOTHING STORE, DEPARTMENT STORE, PHARMACY, SPECIALITY STORE, CONSUMER ELECTRONICS STORE & BOOKSTORE
TransHub	Map of Store WL	Shapefile (.shp)	To extract POI - TRAIN STATION, COMMUTER RAIL STATION & BUS STATION
TravDest	Map of Store WL	Shapefile (.shp)	To extract POI - HOTEL
Store_sales_data	Sales data of all store	Shapefile (.shp)	For us to extract sales data for G2G10 stores

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

PROJECT SCHEDULE