Abstract:
This Study illustrates how Geographic Information Systems can be used to
expand Bank Services (create branch‟s) into new market areas using Open Street
Map Data .
Bank branch optimal location is one of most significant strategic issues in the
competitive market especially for private banks, because of the global competition
and high customer expectations. The Conducted case study here is for Balad Bank
as a one of Banks have least expansion in Khartoum City.
This study presents a Geographic Information System (GIS) based model for
locating suitable sites for making new branches by using data sources. Also,
Maximal Covering Location Problem (MCLP) was used to select branches that the
maximum demand might be reached within a pre-specified target travel time.
The criteria were restricted through demographic attributes, competition,
transportation, flexibility and cost in GIS mapping approach.
OpenStreeMap data was embedded into ArcGIS software was used to get
interactive maps for Khartoum City. Thus visualized the current locations of banks
and offer an analyses of the surrounded environment. This supports competitive
marketplace analytics, by allowing users to visualize where customers are located
and analyzing demographic, psychographic and urban facilities accessibility .
A correlation analysis processes of the site selection against demographic variables
and other criteria helped to identify locations and determine if these locations
would be suitable for market expansion. Finally, the results illustrated the
efficiency and applicability of the proposed integrated method.
