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.
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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)
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DATA |
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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 |
