Trading Area Analysis and the importance of location to Retail CompaniesKeywords: European Standard, energy management, enterprises, strengths and weaknesses

Retail location is considered to be one of the most important elements in retail marketing strategy, because it is a long-term decision, associated with long-term capital commitment. The selection of retail store locations is one of the most significant decisions in retail marketing, because in store based retailing, good locations are key elements for attracting customers to the outlets and sometimes can even compensate for a mediocre retail strategy mix. A good location therefore can lead to strong competitive advantages, because location is considered one of the elements of the retail marketing mix that is unique and thus cannot be imitated by competitors.