商圏調査が終わると何がわかるのでしょうか
商圏調査をすると何がわかるのでしょうか?これがわかってないと手を出せません。
ものすごく特別な情報が手に入れば良いですが、当然そんなものは簡単には手に入りません。
わかることといえば人口がどれくらいかということ、周りのお店がどんなことをしているかということくらいです。
私はよく「ここに出せば商売繁盛間違いなしという場所がわかるんでしょ?」とか「この場所に出店したら売上げが何円で利益が何円になるかわかるんでしょ?」と聞かれますが、そんなものはわかりません。
かろうじて必要な利益はこれくらいかなとわかる程度です。
商圏調査でわかる内容とは
さきほど調査でわかることは人口と周辺のお店の状況くらいですと書きましたが、実はそれですべてだったりします。
でもそれだけでは「ふーん、そんなものか」で終わってしまうので、もう少し詳しく説明します。
まず【人口】については、どれくらいの人が住んでいるか、どれくらいの年齢層なのか、一人暮らしが多いのか、そのエリアで働いている人はどれくらいいるのかなどを調べます。
するとそのエリアが住宅地なのか商業地なのか、子供は多いのか少ないのか、老人は多いのか少ないのか、そもそも人口は増えているのか減っているのかということが見えてきます。
もうこれだけの情報でも、お店を出して上手くいきそうかどうか想像が広がりますね。
そこにもう一つ【周辺のお店の状況】という調査結果が加わります。
簡単に言うと競合店が強いか弱いかということです。
でも強ければダメで弱ければ良いかというと、一概にそうとも言い切れません。
自店と競合店と商圏内人口のバランスから判断します。
まとめ
ということで商圏調査からは人口と周りの店舗の状況がわかるということが判明しました。
この2点から、その場所に自分が出店した場合にどのような結果になりそうかという予想が調査してわかることということになります。
「なーんだ予想がわかるだけか」と思った人もいたでしょうが、実はこのお店を出すときに予想をしておくということがとても重要なのです。
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