Case study | Geographic Information Systems
Wagner Buick GMC Location Justification Report
Wagner Buick GMC
Wagner Buick GMC
Kaskaskia Engineering Group, LLC (KEG) performed a Market Analysis using GIS data to develop a Location Justification Report for Wagner Buick GMC. The automotive dealer, located in Belleville, Illinois, has been in business since 1912, but due to the challenges of a slow economy, was faced with the possibility of being closed by General Motors (GM). The new facility at 3800 W. State Route 15 in Belleville was opened on April 16, 2007. GM announced to the dealership that an evaluation was underway of past sales comparing this dealership to the GMC dealers in Cahokia and Alton, Illinois.
KEG used ESRI Business Analyst Online to compare the location of Rusty Wagner’s dealership to the dealerships in Cahokia and Alton. This tool allowed us to generate reports in the areas of interest and evaluate the market potential to justify the current location of Wagner Buick GMC.
Reports developed with the Business Analyst were Demographic and Income Profile, Traffic Count Profile, Major Shopping Centers, Net Worth Profile, Aftermarket Expenditures, and Business Summary.
An exhibit was created with ESRI representing the area surrounding each of the three dealers at both a five and ten-minute drive time. Additionally, KEG developed an exhibit using Wagner sales data to represent new and used car sales by zip code. KEG evaluated the reports and exhibits, as well as considered Belleville Visitor Attractions and Belleville Business Occupancy Permits issued recently. The evaluation provided justification that a high number of people either live, work, or travel to Belleville which provides Wagner Buick GMC with a great potential market. Results of generated reports illustrated that Wagner Buick GMC draws business from a vast area of Southern Illinois.
On May 5, 2010, GM offered Wagner Motor Car Company a full and unconditional reinstatement of its Buick and GMC franchise.
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