CASE STUDIES: FINDING A NEW MARKET FOR CATTLE Larry O'Malley is a cattle producer who would like to sell a branded beef product to high-end consumers. Larry thinks the best potential customers would be households where income is in excess of $100,000.
Step by step directions to select household data and to id stores.
1) Where are the highest concentrations of high-income households?
- From the Search page, select Find a Market.
- In the Find a Market area above the map, select Income as the Market Type.
- In drop box beside Income choose Household income $100,000 and over. In Search By, Larry will choose State/ County and then select the County he wants from the Search Location drop down box. Click Map It.
- A map of the county area will show the census data requested. The legend indicates the number of households in each census tract.
- Larry wants to focus on the census tracts with the highest concentration of high-income households. He will Zoom In around the areas where these households are located by drawing a box around that area. (Hold down the left mouse button and draw a box.)
- Using the Census Info button to the left of the map (click on it to activate), Larry can click on a specific census tract within the map to collect census data. Data appears in a separate window.
2) What are the names of the grocery stores that serve those high-end neighborhoods and where are they located?
- Larry chooses an area for a target market of grocery stores with high-end consumers.To search for grocers, Larry clicks on the Find Business tab located above the map. For Business Type, he selects Food Retailers. For Line of Business, he selects Grocery Store. He then clicks on Map It! (The speed of the grocery store mapping will depend on the number of grocery stores in the chosen area.)
- Once the grocery stores appear on the map, Larry will notice yellow dots and red dots. Yellow dots represent businesses included in the first 10 results listed below the map. Red dots are for other businesses in the search results but not currently in the results list. Putting the cursor over the yellow dot causes a small window to appear that tells the business name. Click on it for more information.
- Below the map, is the results table. Larry can click on the numbers below the results to move through the list. Within the same area, Larry can find out more about the specific store by clicking on View Details which provides information about a business that includes the name, address, telephone number, website address, sales volume, number of employees, business type and industry classification.
- Within the search results, Larry can click on Zoom to Location and MarketMaker will map only the individual record. If he wants additional information on a particular grocery store, Larry can click on Detail within that individual record.
- Larry has decided to contact a small grocer to market his beef. Even though there are larger ones in the same area, Larry realizes he cannot supply them with the amount of product they need and he will not have as much control on the price of his product.
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