New Price Chopper Site

Selection

in Worcester County,

Massachusetts

Yun Shi

Intro GIS

Presentation Outline Introduction

Objective

Premise

Data

Potential Area Analysis

GIS Tools Used

Limitation

Things Learned

Introduction

Price Chopper is a median size chain supermarkets in

New England, New York, and Pennsylvania that

attempt at convenience retailing.

This project assumes that Price Chopper is going to

open a new store in Worcester County, MA.

The new site should attract median income customers

by its proximity to population, income, traffic, and

buildable area.

Identify potential locations in Worcester County for a

new Price Chopper store.

Define land use status of potential areas.

Analyze all potential locations demographic and

geographic components thus conclude their market

potential.

Determine 3 locations with most potential and 4 back-

up plans.

Objective

Price Chopper Store Location Requirements

Area with high population and average median income

of $35,000—$55,000. (Target Customer Analysis)

Not located in another Price Chopper store’s coverage

and main competitors’ coverage.

Close to primary or secondary roads.

Within 3 miles distance from a Sunoco gas station.

Premise

MassGIS Data (www.mass.gov/mgis)

Massachusetts County Boundary

Census 2010 Town boundary

Census 2000 Blockgroups

Census 2010 TIGER Roads

Census 2000 Population Data

Census 2000 Income Data

Land Use 2005 Data

GoogleMap

Existing Price Chopper locations

Sunoco Locations

Shaw’s locations

Data

Target County

Target County

Population

Analysis

Price Chopper targets

area with population

of10,000 and more in

order to gain a larger

customer base.

Target County

Median Income

Analysis

Price Chopper ,as

convenient super

markets, targets

customers with

average median

income of $35,000---

$55,000 per year.

Select Area

• Purpose of New

Price Chopper

Store: Expand

Coverage.

• Select Area

without Price

Chopper

coverage for new

store.

Four Featured

potential Area

for further

analysis

Potential Area components for

analysis

• Land Use: commercial land

• Traffic: Near Primary or Secondary Roads

• Population: High or Median Resident Density

• Within 3-mile coverage of any Sunoco Gas Station.

• Competitor: Primary competitor--Shaw’s

• Other stores: attract customers

Selected SitesArea Address City Zip Resident Density Major Road Competitor

Other

Stores

1C Carriage Ct

Leomins

ter 01453 High & Medium Secondary Road None Yes

2C 650 N Main St

Leomins

ter 01454

High, Medium& Multi-

Family

Cross of

Secondary Roads None Yes

3C The Mall at Whitney Field

Leomins

ter 01455 High & Multi-Family

Cross of

Secondary Roads CVS, Market Basket Yes

4C 567 John Fitch Hwy

Fitchbur

g 01420 High & Medium Secondary Road CVS Yes

5C 306 Summer St

Fitchbur

g 01421 High & Multi-Family Road None Yes

6C 321-355 Central St

Leomins

ter 01453 High & Medium Secondary Road None Yes

7C 647-714 Central St

Leomins

ter 01454

High, Medium& Multi-

Family Secondary Road None No

8B 100 West St Gardner 01440 High & Multi-Family

Cross of

Secondary Roads Family Dollar No

9B 101 Mechanic St Gardner 01441

Medium & Multi-

Family

Cross of

Secondary Roads None No

10B 260 S Main St Gardner 01442

Medium & Multi-

Family Secondary Road None No

11D 264 High St Clinton 01510 High & Multi-Family

Cross of

Secondary Roads None No

12D 744-780 Main St Clinton 01511

High, Medium& Multi-

Family

Cross of

Secondary Roads

Walgreens &

Clinton Hannaford Supermarket No

Sites with most potentials:

Backup Sites:

Area Address City Zip Resident Density Major Road Competitor Other Stores

1C Carriage Ct Leominster 01453 High & Medium Secondary RoadNone Yes

2C321-355 Central St Leominster 01453 High & Medium Secondary RoadNone Yes

3C 306 Summer St Fitchburg 01421High & Multi-Family Road None Yes

Area Address City Zipcode Resident Density Major Road Competitor Other Stores

1C 650 N Main St Leominster 01454 High, Medium& Multi-FamilyCross of Secondary Roads None Yes

2C647-714 Central St Leominster 01454 High, Medium& Multi-Family Secondary Road None No

3B 101 Mechanic St Gardner 01441 Medium & Multi-FamilyCross of Secondary Roads None No

4D 264 High St Clinton 01510 High & Multi-FamilyCross of Secondary Roads None No

Selected Sites

GIS Tools Used Altered Data layers

Symbolized in different colors, styles to best present data

Selection by Attribute and Selection by Location

Created attribute table and joined to tables

Used ArcCatalog to introduce new data into project

Clipped layers

Multiple buffer rings

Geoprocessed data

Used Draw tools to amend data

Use Open Street Map as base map to identify site loction

Limitations Data not up-to-date ( 2000 Census Data and 2005

Landuse Data)

No first hand data from Price Chopper. In a real

situation there would be more information that need to

be considered. ( Analyze current customer, researches

on potential competitors, etc.)

Land use analysis should be more detailed. (Consider

components like space, buildable or not, etc. )

Learned How to use data from GoogleMap and Geoprocess

them to display on map.

Using different tools to isolate the overlay area from

two layers.

How to better display all the components on a map.

How to display more than one map layers on a map.

Finding perfect data is always impossible and painful.

Discovering new tools is always exciting.