Geography Reference
In-Depth Information
Plate 42.2
A large out-of-
town Asda store: how does
Asda locate optimally?
Figure 42.8
Catchment area
of the Kwik Save
supermarket based on
model predictions.
organisations now develop these models in house.
Marks & Spencer is a good example of a recent
convert to this methodology, especially as it
searches for sites outside the UK (see Bond 1997).
Elsewhere, such modelling is carried out by
consultancy groups such as GMAP at the
University of Leeds. By using such consultancy
groups, retailers can tap into years of university
research into the development and calibration of
these models. GMAP's client list in 1996 included
a number of blue chip clients working in many
countries of Europe, America and Australasia
(including Ford, Toyota, Mazda, Halifax, Barclays,
Asda and Smith Klein Beecham).
The power of spatial intereaction modelling is
being increased through optimisation procedures.
