Correct Choice of Location as a Factor of Success

Seminararbeit , 2009 , 15 Seiten , Note: 2

BWL - Offline-Marketing und Online-Marketing

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

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This report aims to provide a fundamental understanding of key factors to consider when starting a business, focusing specifically on the importance of choosing the right location for success. The report explores the consequences of poor location choices, delves into various site-related factors, and utilizes Michael Porter's Diamond model to explain the influence of international success on a particular branch. Key themes covered in the report include:

• The crucial role of location in business success
• The distinction between hard and soft site-related factors and their impact on a company's competitive advantage
• Application of Michael Porter's Diamond model to understand the influence of various factors on international success
• Analysis of Germany as a potential business location, highlighting its strengths and weaknesses
• Case study of Beiersdorf, a successful German company, to explore the connection between location and business success

Zusammenfassung der Kapitel (Chapter Summaries)

1. Introduction

This chapter introduces the report's main objectives, highlighting the importance of location choice for business success. It also provides a brief overview of the report's structure, including a discussion of hard and soft site-related factors, Porter's Diamond model, and a case study of Beiersdorf.

2. The Exigency of a Location Study

This chapter delves into the crucial role of location studies in starting a business. It emphasizes the lasting impact of location decisions and explains how mistakes in choosing a location can severely hinder a company's success. The chapter also highlights the importance of considering factors beyond the founders' domicile and the need for careful analysis of various location alternatives.

3. Location Study

This chapter focuses on different types of site-related factors, categorizing them into hard (quantitative) and soft (qualitative) factors. The chapter delves into detailed explanations of these factors, highlighting their influence on the attractiveness of a location for an enterprise.

4. Identifying the Ideal Location

This chapter provides insights into the process of identifying the ideal location for a specific business. It outlines the essential factors to consider based on the nature of the company, its target audience, the qualifications of personnel, and other relevant factors.

5. Porter's Diamond

This chapter introduces Michael Porter's Diamond model, explaining how international success in a specific branch depends on four key characteristics: factor conditions, firm strategy, structure, and rivalry, demand conditions, and related and supporting industries. It also highlights the role of chance and government influence in shaping competitive advantage.

6. Germany as a Location

This chapter provides a concise overview of Germany's competitive advantages and disadvantages as a business location. It explores aspects such as the country's developed infrastructure, central position within Europe, and the reputation of "Made in Germany" products.

7. Analysis of Beiersdorf

This chapter examines the successful German company Beiersdorf, analyzing it through the lens of Porter's Diamond model. It also delves into the specific site-related factors of Hamburg, where Beiersdorf is located, exploring how these factors contribute to the company's success.

Schlüsselwörter (Keywords)

This report focuses on the crucial role of location in business success. It explores various site-related factors, including hard and soft factors, and utilizes Michael Porter's Diamond model to understand the influence of different aspects on international success. The report also examines Germany as a potential business location and analyzes the success of the German company Beiersdorf in relation to location choice. Key themes covered in the report include site-related factors, location studies, Porter's Diamond, competitive advantage, and the impact of location on business success.

• Hochschule: Fontys University of Applied Sciences
• Veranstaltung: European Studies
• Note: 2
• Autor: Sandra Spindler (Autor:in)
• Erscheinungsjahr: 2009
• Seiten: 15
• Katalognummer: V152498
• ISBN (eBook): 9783640643721
• ISBN (Buch): 9783640644254
• Sprache: Englisch
• Schlagworte: Standortwahl, Standortpolitik, Marketing, BWL, Beiersdorf