OR ALTERNATIVELY ...
CASE STUDY: Whitbread PLC
Client Whitbread PLC
Sector Leisure
Job function Sales / Marketing
Task Site Analysis / New Site Location / Performance Analysis
THE CLIENT...
Whitbread is one of the UK's major leisure groups. Whitbread plc now covers accommodation, (Premier Travel Inn) restaurants (Brewers Fayre and Beefeater) and health & fitness clubs (David Lloyd Leisure).
THE PROBLEM...
With Whitbread's main focus being outlet-based retail activity, a major factor in increasing market share and financial success is the assessment of potential and existing sites.
THE SOLUTION...
Whitbread plc implemented Geoplan GeoAnalyser desktop mapping systems throughout the organisation for such analysis. The company can define new site locations and identify appropriate catchment areas, using radius, drive-time, travel time or hand-draw. Having defined these catchments the number of people living within them can be analysed, together with any competition. This enables Whitbread to make decisions about whether a new outlet would be viable, how many and what types of people are likely to visit and, by looking at socio-demographic data, which outlet format would be best suited to the area.
Whitbread also undertakes a continued performance analysis of existing outlets and markets these outlets to the relevant sections of the public within each catchment area.
Many datasets are added into Whitbread's Geoplan systems including geo-demographic data (2001 census), socio-demographic data, market estimate data and information from its own market research. Geoplan GeoAnalyser software means this wealth of information is unlocked, leading to better, more informed analysis and site evaluation.
Whitbread and Geoplan also develop and customise the systems using Geoplan's automation environment and Visual Basic making site evaluation accessible to non-Geoplan users as well as Geoplan experts.
THE BENEFITS...
Over the past six years, whilst using Geoplan GeoAnalyser software, Whitbread has opened 1,000 new outlets. Over the next few years they have plans to open 600 more.
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