1. Store 111 Competition Analysis (Costa Mesa Orange County, California) Ocean 28 Miles Newport Beach Mission Viejo Santa Ana TustinTustin Analytic Tools – MapInfo was used to develop and display all map databases – MapCalc was used to analyze the grid level data and to execute the spatial modeling – KXEN was used for predictive modeling and competition analysis (www.kxen.com) Analytic Tools – MapInfo was used to develop and display all map databases – MapCalc was used to analyze the grid level data and to execute the spatial modeling – KXEN was used for predictive modeling and competition analysis (www.kxen.com) The region of analysis is divided into 20 x 20 meter grid cells – Each cell is identified by latitude and longitude coordinates – Each person in the region is mapped to a discrete cell based on latitude and longitude of home address (Geo-coding) – All customer information can be summed, averaged, counted or otherwise described for each grid cell – The cell is the unit of all spatial analysis for MapCalc The region of analysis is divided into 20 x 20 meter grid cells – Each cell is identified by latitude and longitude coordinates – Each person in the region is mapped to a discrete cell based on latitude and longitude of home address (Geo-coding) – All customer information can be summed, averaged, counted or otherwise described for each grid cell – The cell is the unit of all spatial analysis for MapCalc Branch 111 Competitor 1 Main Store Competitor 2 Competitor 3 Competitor 4 Competitor 5 (Berry)

2. Travel-Time from Store 111 (Travelshed) Ocean (Berry)

3. Travel-Time from Competitor Store 1 (Travelshed) Ocean (Berry)

4. Travel-Time from Competitor Store 2 (Travelshed) Ocean (Berry)

5. Travel-Time from Competitor Store 3 (Travelshed) Ocean (Berry)

6. Travel-Time from Competitor Store 4 (Travelshed) Ocean (Berry)

7. Travel-Time from Competitor Store 5 (Travelshed) Ocean (Berry)

8. Ocean Travel-Time maps from several stores treating highway travel as four times faster than city streets. Blue tones indicate locations that are close to a store (estimated twelve minute drive or less). Customer data can be appended with travel-time distances and analyzed for spatial relationships in sales and demographic factors. Ocean Travel-Time All Stores (Travelsheds) (Berry)

9. Blue tones indicate locations that are close to a store (estimated twelve minute drive or less). The green through red tones form a bowl-like surface with larger travel-time values identifying locations that are farther away. Col = 103 Row = 86 100.5 *.0 5 = 5.0 minutes From Store #111 3D surface view 2D map view Travel-Time Surfaces for Store #111 and Competitor #4 60.8 *.0 5 = 3.0 minutes From Competitor #4 The value stored at each grid location specify how far away it is from the store—location 103, 86 is 5 minutes away from Store #111 and 3.0 minutes away from Competitor #1. (Berry)

10. The travel-time surfaces for two stores can be compared to identify the relative access advantages throughout the project area. When the two surfaces are subtracted, zero values indicate areas that require the same travel-time to both stores—equidistant (effective travel-time distance). Col= 103 Row= 86 3.0 – 5.0 = -2.0 minutes (Competitor advantage) 100.5 *.0 5 = 5.0 minutes From Store #111 60.8 *.0 5 = 3.0 minutes From Competitor #4 Competition Map for Store #111 and Competitor #4 S#111 …note the radical difference between the simple distance solution and the combat zone solution responding to travel-time affects of the road network C#4 Equidistant Bisector Ocean This Combat Zone is identified where differences are small (yellow tones); positive differences indicate increasingly favorable travel-time to the Store (green tones); and negative differences indicate increasingly favorable travel-time to the Competitor (red tones). (Berry)

11. Ocean Combat111_Competitor3 Competition Map (S#111 and C#1) Ocean Travel-Time Equidistant Bisector Equidistant Bisector Competition Maps for Store #111 to its Competitors Yellow tones indicate locations that have similar travel-times to both stores (Combat Zone). Green tones identify locations where the store has a competitive advantage with darker green areas having increasing advantage. Red tones indicate areas where the competitor has an advantage. Ocean Combat111_Competitor1 Ocean Combat111_Competitor2 Ocean Combat111_Competitor3 Ocean Combat111_Competitor3 (Berry)

12. Increasing number of customers per cell S#111 S#119 C#1 C#2 C#3 C#4 C#5 Ocean Customer Locations (Berry)

13. Increasing number of customers within 1km S#111 S#119 C#1 C#2 C#3 C#4 C#5 Ocean Customer Density Surface (Berry)

14. Increasing number of customers within 1km Average= 287 + StDev= 581 Break point= 868 Unusually High Customer Density: Pockets of Customers S#111 S#119 C#1 C#2 C#3 C#4 C#5 Ocean High Customer Density (Pockets) (Berry)

15. Combat Zones Combat Zones (Store #111 vs. Competitor #4) (Berry)

16. High Customer Density (Divided Pockets) Increasing number of customers within 1km Average= 287 + StDev= 581 Break point= 868 Unusually High Customer Density: S#111 S#119 C#1 C#2 C#3 C#4 C#5 Ocean Competitor #4 has advantage to more pockets Store #111 Advantage Competitor #4 Advantage (Berry)