Location models and GIS tools for retail site location

► We calculate the market share obtained by a Firm when it expands the number of stores and other firms operates in the market. ► We calculate the effect of the cannibalization due to the entry of the new store. ► We represent both market share and cannibalization by mean maps. ► We use the maps for finding the locations that optimize maximize market share or minimize the cannibalization. ► We obtain a map that combines both objectives in order to find the location that best fit the firm policy.