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Commercial location development

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Commercial Location Development (CLD) is a method used by the public sector to position its territory and create good frame conditions for the development of its economy. After having made a thoroughful Balanced scorecard (BSC) or SWOT analysis of the local situation they design a Marketing strategy of the location, which includes, as in any Marketing Mix, the target groups definition (type of enterprises), the offer, the pricing, the promotion and the sale's strategy. The topic includes the recruitment and retention of the appropriate human capital.

The design of a Commercial Location Development (CLD) or Inter-municipal Land Use strategy allows Local governments to manage their territorial and economic development accorded to fixed and legitimized goals instead of having to react to single cases and demands in a short time.

The aim of this page is to present the methodology and tools used for designing a Commercial Location Development strategy, which consist of:

  • Assessing the Commercial Location Development (CLD) situation at the level of the considered territory
  • Comparing the local situation with the one of competitors
  • Taking inspiration out of a benchmarking and a best practices inventory
  • Designing a Commercial Location Development strategy

The Comunis project

In the Alps, strategies of commercial development on the municipal level have predominantly been characterized by reacting to single cases in the short-term. A coordinated and concerted strategy using the regional and local potentials is missing.

COMUNIS is a public project supported by the European Union and the Swiss Government in the frame of the transnational Alpine Space Programme. It aims at developing a well-defined integrative and cooperative strategy for Commercial Location Development (CLD) and enhancing inter-municipal and intra-territorial cooperation to overcome individualistic attempts of problem solution on the level of single municipalities.

COMUNIS will provide broadly adaptable guidelines to apply this strategy and offer free practical instruments for the assessment of the local and regional demand for and the steering of commercial development.

COMUNIS will particularly focus on Diversification (marketing strategy) and efficiency of economic activities, environmental and social concerns as well as human and cultural capital. The project will result in a transnational knowledge management and establish sustainable structures for managing CLD in the pilot regions.

As the project is ongoing (2009–2012), lessons learnt and tools are not yet available. This page will be completed each time new elements will be developed.

See also

References

  • Marketing Places by Philip Kotler, Donald Haider, and Irving Rein (Paperback 1993)
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