Integration of Geo-Marketing and (Geographic Information Systems and Openstreetmap) to Identify Prospective Marketing areas for Balad Bank

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.