Le scelte di localizzazione dei punti vendita all'interno del Gruppo Euronics

The purpose of this paper is to examine the main analysis toolsused by the Euronics Group, an important Italian retailing business inthe sector of consumer electronics to choose the locations of points ofsale. The single case study, using a qualitative type of analysis approach,highlights the usefulness of cooperating with external consulting companiesin order to manage to handle large amounts of spatial data andlimit the risks connected to an incorrect localization. The main toolsused in the territorial analysis performed by Euronics in their choice ofstore locations are geomarketing software and telephone surveys.