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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 Planning 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

See also

References

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