G1-Group02

Project Motivation

Our client for this project is a renowned multi-national Food & Beverage (F&B) brand who owns multiple branches across different counties within Taiwan. Our project motivation stems on the fact that each branch has different sales figures when compared to one another. What are some of the likely reasons that results in this phenomenon? Analysing this business question is a marketing strategy for our client.

For this project, our group is motivated to explore the different trade areas delineated amongst us and perform business profiling to determine if the geographical location of trade areas has a direct effect on the sales figure of our client’s outlet within the trade area. Our trade area covers the East of Taiwan.

Our team has conducted various background research on our allocated trade areas like the type of attractions and Point of Interests (POI)s within a trade area to better understand what might affect the sales performance of the outlet within the trade area. We aim to identify patterns and correlations of the different number and types of POI and create a competitive edge over other Food & Beverage competitors in Taiwan.

Project Objective

Our team aims to achieve the following project objectives:

• Digitize the 12 trade areas allocated with QGIS (Geographic Information System Application)
• Set buffer zones for each trade area and identify the different Point of Interests (POI) that are in proximity within each store outlet
• Analyse and evaluate how the different POIs within each trade area affect the sales of each store outlet
• Create QGIS web maps to export for easier accessibility by other users
• Design poster that summarizes our findings and analysis
• Write up project report that contains a comprehensive discussion of the findings, analysis process and results
  

Overall, project artifacts containing the digitized maps of the 12 stores and an analysis for each store’s profile will be produced for our client’s usage.

Data Source

Data Filename	Description	Data Format	Source	Usage
GeoPackage
Taiwan_stores	Contains data of store assignment from Professor Kam	GPKG	Professor Kam	Allocation of Stores
Administrative Boundaries
County MOI	Shows Counties in Taiwan	SHP	Client	Reference Layer
Town MOI	Shows Towns in Taiwan	SHP	Client	Reference Layer
Village MOI	Shows Villages in Taiwan	SHP	Client	Reference Layer
Location Maps
HN-20181106寬30高30(木)	Contain service area of store	PPTX	Client	Reference Layer for Digitising
HZ-20181106寬75高75(木)	Contain service area of store	PPTX	Client	Reference Layer for Digitising
JA-20180309寬81高92(木)含框	Contain service area of store	PPTX	Client	Reference Layer for Digitising
JI-20190102寬72高100(鋁)含框	Contain service area of store	PPTX	Client	Reference Layer for Digitising
KG-20171116寬70高60(鋁)	Contain service area of store	PPTX	Client	Reference Layer for Digitising
NN-20171213寬77高87(木)	Contain service area of store	PPTX	Client	Reference Layer for Digitising
PL-20171213寬110高90(木)含框	Contain service area of store	PPTX	Client	Reference Layer for Digitising
TD-20190903(原外送地圖底圖裁剪)	Contain service area of store	PPTX	Client	Reference Layer for Digitising
TT-20190614寬80高100(鋁)	Contain service area of store	PPTX	Client	Reference Layer for Digitising
UL-20181106寬40高80(木)含框	Contain service area of store	PPTX	Client	Reference Layer for Digitising
ZU-20171213寬100高100(細木框)	Contain service area of store	PPTX	Client	Reference Layer for Digitising
Points of Interest (POI) - North (V7AM181F0WV7000AACV0)
Business	Shows businesses in North Taiwan	SHP	Client	Reference Layer for Analysis
CommSvc	Shows community service facilities in North Taiwan	SHP	Client	Reference Layer for Analysis
EduInsts	Shows education institutions in North Taiwan	SHP	Client	Reference Layer for Analysis
Entertn	Shows entertainment facilities in North Taiwan	SHP	Client	Reference Layer for Analysis
FinInsts	Shows financial institutions in North Taiwan	SHP	Client	Reference Layer for Analysis
Hospital	Shows medical facilities in North Taiwan	SHP	Client	Reference Layer for Analysis
MiscCategories	Shows miscellaneous amenities in North Taiwan	SHP	Client	Reference Layer for Analysis
ParkRec	Shows parks and recreational areas in North Taiwan	SHP	Client	Reference Layer for Analysis
Restrnts	Shows restaurants in North Taiwan	SHP	Client	Reference Layer for Analysis
Shopping	Shows shopping malls in North Taiwan	SHP	Client	Reference Layer for Analysis
TransHub	Shows transport hubs in North Taiwan	SHP	Client	Reference Layer for Analysis
TravDest	Shows travel destinations, such as hotels in North Taiwan	SHP	Client	Reference Layer for Analysis
Points of Interest (POI) - Central (V8AM181F0WV8000AACV0)
Business	Shows businesses in Central Taiwan	SHP	Client	Reference Layer for Analysis
CommSvc	Shows community service facilities in Central Taiwan	SHP	Client	Reference Layer for Analysis
EduInsts	Shows education institutions in Central Taiwan	SHP	Client	Reference Layer for Analysis
Entertn	Shows entertainment facilities in Central Taiwan	SHP	Client	Reference Layer for Analysis
FinInsts	Shows financial institutions in Central Taiwan	SHP	Client	Reference Layer for Analysis
Hospital	Shows medical facilities in Central Taiwan	SHP	Client	Reference Layer for Analysis
MiscCategories	Shows miscellaneous amenities in Central Taiwan	SHP	Client	Reference Layer for Analysis
ParkRec	Shows parks and recreational areas in Central Taiwan	SHP	Client	Reference Layer for Analysis
Restrnts	Shows restaurants in Central Taiwan	SHP	Client	Reference Layer for Analysis
Shopping	Shows shopping malls in Central Taiwan	SHP	Client	Reference Layer for Analysis
TransHub	Shows transport hubs in Central Taiwan	SHP	Client	Reference Layer for Analysis
TravDest	Shows travel destinations, such as hotels in Central Taiwan	SHP	Client	Reference Layer for Analysis
Points of Interest (POI) - South (V9AM181F0WV9000AACV0)
Business	Shows businesses in South Taiwan	SHP	Client	Reference Layer for Analysis
CommSvc	Shows community service facilities in South Taiwan	SHP	Client	Reference Layer for Analysis
EduInsts	Shows education institutions in South Taiwan	SHP	Client	Reference Layer for Analysis
Entertn	Shows entertainment facilities in South Taiwan	SHP	Client	Reference Layer for Analysis
FinInsts	Shows financial institutions in South Taiwan	SHP	Client	Reference Layer for Analysis
Hospital	Shows medical facilities in South Taiwan	SHP	Client	Reference Layer for Analysis
MiscCategories	Shows miscellaneous amenities in South Taiwan	SHP	Client	Reference Layer for Analysis
ParkRec	Shows parks and recreational areas in South Taiwan	SHP	Client	Reference Layer for Analysis
Restrnts	Shows restaurants in South Taiwan	SHP	Client	Reference Layer for Analysis
Shopping	Shows shopping malls in South Taiwan	SHP	Client	Reference Layer for Analysis
TransHub	Shows transport hubs in South Taiwan	SHP	Client	Reference Layer for Analysis
TravDest	Shows travel destinations, such as hotels in South Taiwan	SHP	Client	Reference Layer for Analysis