Transcript Simulation of Marketing Mix

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
 Distribution channels
 Heuristic
Language: Java/Python
Background
Flaws of previous models
Location problems
Flexible heuristic
Maximizing profit and market share
Factors
Economic variables
 Marketing mix
 Ceteris Paribus
Discussion
Fluid heuristic
Adjustable weighting
Multiple variables/inputs
Testing through previous businesses models
Goals
Third Quarter
 Local business finder
 Fine tuning of heuristic
 Testing for multiple applications
 Improved run time
 Adjustable heuristic
Long Run
 More variables (possibly outside distribution
channel)
 Higher accuracy
Current Results
GUI (shown below)
Raw data processors
Basic heuristic
• Checks density of
neighboring pixels and
checks the distance
Coordinate system
Output image
Map displayed on GUI
with marked optimal
point
Raw population density map
Optimum location was calculated to be at
288406. Image is 780 x 780 pixels so the row is
288406/780 = 369. Column is 288406 – 780 *
369 = 586. Heuristic value is 849,841.