THE SITE SELECTION STRATEGIES OF ENTERPRISES

Yıl 2014, Cilt: 6 Sayı: 2, 18 - 28, 01.12.2014

Katalin Medvene Szabad Tamás Kozák

Öz

In trade the market is shifting among the store types in such a degree that
significantly changes the market positions of the actors in the sector. This
competition is not simply about store types but ownership structures and network
relationships as well. In this contest no trader can maintain a position without
reviewing his or her business strategy. On macro-level the increase in
consumption stopped, and economic policy (can) affect the directions of the
following years' business development by the so-called plaza stop. Although the
macro-level environment trends favor no ramp up in the retail sale, the plans for
development and store openings did not decrease in numbers. For the
entrepreneurs it has never been more important to have professional plans – socalled
site selection strategies – than now. In my article I present a method based
on the complex examination of the planned operating environment. There is
abundant literature on both the mapping and the methodology presentation of
company resources and macro-level strategic factors, so my analysis is more
about the so-called meso-level, i. e. regional and locational economic factors
affecting site selection. There are only a few areas of economy where the impacts
and reactions between the entrepreneur and his/her immediate environment can be
tracked in such extent as in trade. The economic examination of the trade
enterprises' decisions about site-choosing got its place in regional economics only
in the 20th century. In practice, the scientific methods did not come into general
use, and there are only a few methods used widely in business life too. In my
analysis I would like to assist with the development of such a method.

Anahtar Kelimeler

trade, demand, strategy, site, location, catchment area

Kaynakça

• Rechnitzer J. (1999): Fejezetek a regionális gazdaságtan tanulmányozásához, MTA Regionális Kutatások Központja, Győr – Pécs, pp. 36-68.
• Lengyel I. (2012): Regionális gazdaságfejlesztés, Akadémia Kiadó, pp. 69-86.
• Samli, A.C. (1998): Strategic Marketing for Success In Retailing, Quorum Books,
• Westport, Connecticut, pp. 198-200.
• Kozák Á. (2011) GfK ConsumerScan: Kereskedelmi trendek 2011, Gfk Hungaria, p 4.
• Levy, M. – Weitz, B. (2009): Retailing management, McGraw – Hill, pp. 235 – 237.