David Schüller, Jan Pekárek
Market Attractiveness Classification of European Union Countries for Establishing Logistics Centres
Číslo: 5/2016
Periodikum: Acta Oeconomica Pragensia
DOI: 10.18267/j.aop.554
Klíčová slova: market attractiveness, EU countries, logistic performance index, construction permit procedure, logistics centres, Atraktivita trhu, země EU, index logistického výkonu, postup stavebního povolení, logistická centra
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to succeed on turbulent global markets. Enterprises are looking for regions with high-quality
infrastructure where they can establish new logistics centres that enable enterprises to serve their
customers quickly. This paper focuses on the segmentation of the European Union market for
enterprises that are willing to set up logistics centres in order to be able to distribute products
fluently and more quickly to their customers in Europe. An agglomerative hierarchical clustering
algorithm was used and Ward’s criterion applied for the purposes of market segmentation.
A Logistic Performance Index and the indicator Dealing with Construction Permits were used as two relevant dimensions reflecting the market attractiveness of identified clusters. Based on the given statistical output, fundamental marketing concepts were formulated for each cluster composed of EU countries with similar characteristics.