Market and Catchment Area Research Using Network Analysis
Market and Catchment Area Research Using Network Analysis
The goal for this assignment was to perform a GIS-based market analysis of Starbucks locations in the city of Riverside, CA and make a recommendation of which store location should be closed. The major tools used in the analysis came from the Network Analysis toolset in ArcGIS Pro. I first used the Service Area Analysis tool to estimate the service area for each individual Starbucks location. The parameter I assigned was a 3-minute drive time towards a given Starbucks location and the Service Area tool then used Esri's cloud-based network and travel time data to produce a polygon representing this area for each point. I then used ACS 5-year population data to estimate the population served within each 3-minute drive polygon. This allowed me to select the three Starbucks locations with the lowest population service area and further analyze the demographics of each service area. I used this combination of data to choose which Starbucks to recommend for closure and then used the Origin-Destination Cost Matrix tool to determine the drive time between the closed Starbucks and the all the remaining Starbucks locations in the area.
The goal for this assignment was to perform a GIS-based market analysis of Starbucks locations in the city of Riverside, CA and make a recommendation of which store location should be closed. The major tools used in the analysis came from the Network Analysis toolset in ArcGIS Pro. I first used the Service Area Analysis tool to estimate the service area for each individual Starbucks location. The parameter I assigned was a 3-minute drive time towards a given Starbucks location and the Service Area tool then used Esri's cloud-based network and travel time data to produce a polygon representing this area for each point. I then used ACS 5-year population data to estimate the population served within each 3-minute drive polygon. This allowed me to select the three Starbucks locations with the lowest population service area and further analyze the demographics of each service area. I used this combination of data to choose which Starbucks to recommend for closure and then used the Origin-Destination Cost Matrix tool to determine the drive time between the closed Starbucks and the all the remaining Starbucks locations in the area.
Tools: ArcGIS Pro (XY Table to Point, Network Analysis Toolset (Service Area Analysis, Origin-Destination Cost Matrix), Table Join, Spatial Join)
Data Sources: City of Riverside, U.S. Census Bureau, UCLA GEOG XL 181B Course Website (Starbucks point locations)
April 2022
