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Simulation of Marketing Mix – Placement of Business Mendel Chen

Simulation of Marketing Mix – Placement of Business Mendel Chen TJHSST Computer Systems Lab Senior Research Project 2009-2010. Abstract. Purpose: to create a program that finds the optimal location of a business given competition and ease of access to customers Methods: Marketing mix

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Simulation of Marketing Mix – Placement of Business Mendel Chen

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  1. Simulation of Marketing Mix – Placement of Business Mendel Chen TJHSST Computer Systems Lab Senior Research Project 2009-2010

  2. Abstract • Purpose: to create a program that finds the optimal location of a business given competition and ease of access to customers • Methods: • Marketing mix • Distribution channels • Heuristic • Language: Java/Python

  3. Background • Flaws of previous models • Location problems • Flexible heuristic • Maximizing profit and market share • Factors • Economic variables • Marketing mix • Ceteris Paribus

  4. Discussion • Fluid heuristic • Adjustable weighting • Multiple variables/inputs • Testing through previous businesses models

  5. Goals • Fourth Quarter • Convert PPM to JPEG • Fine tuning of GUI • Testing gas stations • Improved run time • Local business finder • Long Run • More variables (possibly other aspects of distribution channel and marketing mix) • Fine tuning of heuristic (higher accuracy)

  6. Current Results • GUI (shown below) • Raw data processors • Two-part heuristic • Checks density of neighboring pixels and checks the distance (cluster value) • Checks distance to closest gas station (multiplier) • Coordinate system • Output heuristic text file

  7. x Distance aspect of heuristic Population cluster aspect of heuristic Overall heuristic (cluster x distance)

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