Case Study
Consultancy ForMcLaren
Case Study
Consultancy For McLaren
Identifying target cities for the brand expansion of McLaren Automotive across Europe, China and North America.
The Challenge
Luxury car manufacturer, McLaren Automotive, commissioned an Ideal Network Plan study with GMAP to identify target cities and create a comparison index to aid them in successfully expanding their brand across Europe, China and North America. Given the high-end nature of their customer base for such a luxury product, McLaren had struggled to obtain high-resolution data describing the geography of look-a-like customers around the world. Therefore, to meet this challenge, GMAP employed a combined approach study focusing on potential customer distribution and an analysis of 'affinity' brand stores already established within the market.
The Approach
- The available customer data was profiled, and affinity brands were established through client knowledge.
- Statistical scorecard modelling was then used to create an index to weight the importance of demand (population and affluence) and supply (affinity brand locations).
- The index was applied to analyse and identify a network plan of key strategic cities which were ranked, mapped, and presented in tabular and chart formats.
- More precise sub-city micro-level location recommendations were then identified for each key strategic city, by finding the centre of gravity using grid level accessibility modelling.
The Conclusion
Our approach
allowed McLaren to create a blueprint of the ideal network structure required to develop the brand
to achieve their ambitious future sales objectives. By targeting their roll out to the top identified cities they could penetrate new markets and identify sub-optimal current locations.
Enquire for GMAP Location Intelligence
Get in touch to find out how our location planning consultancy and location intelligence data and software solutions could support your business.
The Challenge
Luxury car manufacturer, McLaren Automotive, commissioned an Ideal Network Plan study with GMAP to identify target cities and create a comparison index to aid them in successfully expanding their brand across Europe, China and North America. Given the high-end nature of their customer base for such a luxury product, McLaren had struggled to obtain high-resolution data describing the geography of look-a-like customers around the world. Therefore, to meet this challenge, GMAP employed a combined approach study focusing on potential customer distribution and an analysis of 'affinity' brand stores already established within the market.
The Approach
- The available customer data was profiled, and affinity brands were established through client knowledge.
- Statistical scorecard modelling was then used to create an index to weight the importance of demand (population and affluence) and supply (affinity brand locations).
- The index was applied to analyse and identify a network plan of key strategic cities which were ranked, mapped, and presented in tabular and chart formats.
- More precise sub-city micro-level location recommendations were then identified for each key strategic city, by finding the centre of gravity using grid level accessibility modelling.
Enquire for GMAP Location Intelligence
Get in touch to find out how our location planning consultancy and location intelligence data and software solutions could support your business.
The Conclusion
Our approach
allowed McLaren to create a blueprint of the ideal network structure required to develop the brand
to achieve their ambitious future sales objectives. By targeting their roll out to the top identified cities they could penetrate new markets and identify sub-optimal current locations.
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