Correct Choice of Location as a Factor of Success

Exposé Écrit pour un Séminaire / Cours , 2009 , 15 Pages , Note: 2

Gestion d'entreprise - marketing en ligne et marketing hors ligne

This report provides basic knowledge about important factors which have to be observed when starting a business.

First the report gives an impression why the right choice of a business location is so important for the future success of an enterprise. It shows examples of mistaken choices of locations which lead to disadvantages of a company.

Furthermore the most important site-related factors which are crucial for the ultimate decision are split into two categories, the hard and the soft site-related factors. It is explained in how far these factors impact the potential companies’ advantages. A short concrete example will show how the individual locations can be assessed to find the ideal location for a specific branch.

In addition the model of Michael Porter’s Diamond explains how the international success in a certain branch depends on four general characteristics: Factor Conditions; Firm Strategy, Structure and Rivalry; Demand Conditions and Related and Supporting Industries which can boost or constrain the creation of competitive advantage and also shows the relevance of the influence of chance and government.

After stating the theory, chapter six gives a short overview about Germany’s competitive advantages and disadvantages.

The last chapter will analyse the German company Beiersdorf, which is located in Hamburg, by means of Porter’s Diamond. Likewise the site-related factors of Hamburg are analysed. This analysis is about Beiersdorf because it is a worldwide successful company and the report will discover why the company is so successful and if it depends on the choice of location.

As this report is restricted to a short number of pages, the research is a brief realisation of the previous stated theory.

Finally the conclusion will state the most important facts and a critical acclaim about the research.

Inhaltsverzeichnis (Table of Contents)

• Summary
• Preface
• Table of Contents
• 1. Introduction
• 2. The Exigency of a Location Study
• 3. Location Study
  • 3.1 Hard Site-Related Factors
  • 3.2 Soft Site-Related Factors
    • 3.2.1 Soft, Company Related Factors
    • 3.2.2 Soft, Individual Related Factors
  • 3.3 Continuum of Hard and Soft Site-Related Factors
• 4. Identifying the Ideal Location
• 5. Porter's Diamond
• 6. Germany as a Location
• 7. Analysis of Beiersdorf
  • 7.1 Porter's Diamond
  • 7.2 Site-Related Factors of Hamburg
• 8. Conclusion and Critical Acclaim
• Bibliography

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This report aims to provide a comprehensive overview of the importance of location selection for the success of a business. It explores the various site-related factors that influence the choice of location, including both hard and soft factors. The report also examines the application of Porter's Diamond model to analyze the competitive advantages of a specific location and company.

• The significance of location selection for business success
• The distinction between hard and soft site-related factors
• The application of Porter's Diamond model to analyze competitive advantage
• The case study of Beiersdorf and its location in Hamburg
• The importance of considering both quantitative and qualitative factors in location selection

Zusammenfassung der Kapitel (Chapter Summaries)

The first chapter introduces the topic of location selection and its importance for business success. It highlights the potential consequences of making a wrong choice and emphasizes the need for careful consideration of all relevant factors.

Chapter two delves into the reasons why a location study is crucial for startups and established businesses alike. It discusses the impact of location on future success and provides examples of how poor location choices can lead to competitive disadvantages. The chapter also emphasizes the importance of considering alternative locations and analyzing the specific demands of the chosen location.

Chapter three explores the various site-related factors that influence location selection. It categorizes these factors into hard (quantitative) and soft (qualitative) factors and provides detailed explanations of each category. The chapter also discusses the continuum of hard and soft factors and their relevance to different types of businesses.

Chapter four focuses on identifying the ideal location for a specific business. It outlines the process of assessing different locations based on the relevant site-related factors and emphasizes the importance of considering both hard and soft factors in the decision-making process.

Chapter five introduces Porter's Diamond model, which analyzes the competitive advantages of a nation or region. It explains the four key characteristics of the model: factor conditions, firm strategy, structure, and rivalry, demand conditions, and related and supporting industries. The chapter also discusses the influence of chance and government on competitive advantage.

Chapter six provides a brief overview of Germany's competitive advantages and disadvantages as a business location. It highlights the country's strengths, such as its developed infrastructure, central position in Europe, and reputation for high-quality products.

Chapter seven analyzes the German company Beiersdorf, located in Hamburg, through the lens of Porter's Diamond model. It examines the company's competitive advantages and the role of Hamburg's site-related factors in its success. The chapter also discusses the importance of collaboration with universities and the high quality of life in Hamburg as factors contributing to the company's success.

Schlüsselwörter (Keywords)

The keywords and focus themes of the text include location selection, site-related factors, hard and soft factors, Porter's Diamond, competitive advantage, Germany as a business location, Beiersdorf, Hamburg, and business success. The text explores the importance of considering both quantitative and qualitative factors in location selection and analyzes the competitive advantages of a specific location and company through the lens of Porter's Diamond model.

• Université: Fontys University of Applied Sciences Venlo
• Cours: European Studies
• Note: 2
• Auteur: Sandra Spindler (Auteur)
• Année de publication: 2009
• Pages: 15
• N° de catalogue: V152498
• ISBN (ebook): 9783640643721
• ISBN (Livre): 9783640644254
• Langue: anglais
• mots-clé: Standortwahl, Standortpolitik, Marketing, BWL, Beiersdorf