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SECONDARY RESEARCH REPORT ON potENTIAL LOCATION OF FUNERAL HOMES
Marketing Research Methods RSMT 5001
SECONDARY RESEARCH REPORT ON potENTIAL LOCATION OF FUNERAL HOMES
Marketing Research Methods RSMT 5001

Contents 1.0 EXECUTIVE SUMMARY 2

2.0 RECOMMENDATIONS 2 2.1 Fair Share Analysis 2 2.2 Annual number of deaths 2 2.3 Areas with more than 170 deaths on average per annum 2

3.0 ANALYSIS 3

4.0 APPENDIX 4

5.0 REFERENCES 7

1.0 EXECUTIVE SUMMARY

The purpose of this report is to analyze the potential locations of where an organization can set up funeral homes for business outside the Greater Toronto Area (GTA). In our analysis, we considered three possible options in determining where to locate the funeral homes: an area with a high number of old people and low death rate in their population, an area with a high number of old people and high death rate in their population and an area with low number of old people and high death rate. We also used the fair share calculations and areas with at least 170 deaths per funeral on average every year as part of the metrics

2.0 RECOMMENDATIONS
2.1 Fair Share Analysis
Based on the fair share calculations, which is total market divided by the number of funeral homes in the market. The four potential locations would be St Catharines with the highest fair market share of 9.87%; Kingston with 8.51%; Hamilton with 7.84%; London with 7.19% and Cambridge with 6.36%. We would highly suggest that the organization should consider St Catharine’s and Kingston as potential locations of the funeral home.

2.2 Annual number of deaths
The five areas with the highest number of annual deaths are: Ottawa-Gatineau with 8,157.50 deaths, Hamilton with 5,943.50 deaths, St Catharines with 3,997.35, London with 3,584.93 deaths and Kitchener-Waterloo with 1,909.62 deaths. We would also recommend that the organization consider Ottawa-Gatineau and Hamilton as possible locations of the funeral home.

2.3 Areas with more than 170 deaths on average per annum
These areas are Ottawa-Gatineau with 815.75 deaths, Hamilton with 424.54 deaths, St Catharines with 333.11 deaths, Cambridge with 213.82 deaths, Kitchener-Waterloo with 381.92 deaths and Guelph with 191.82 deaths.

2.4 Conclusion
With our calculations and analysis, we would highly recommend St Catharines as one of the locations of the funeral home as it would give the organization a fair market share of 9.87%. The second location to consider is Ottawa-Gatineau as it meets the other criteria with the highest number of annual deaths of 8,157.50 and has more than 170 deaths on average per annum. We have attached charts and table as appendices to this report to aid the interpretation and help the company further in their final decisions of where to locate the funeral homes.

3.0 ANALYSIS

METROPOLITAN AREA | DEATH RATE (THOUSANDS) | NUMBER OF FUNERAL HOMES | POPULATION 2013 (THOUSANDS) | NUMBER OF DEATHS | FAIR SHARE | TARGET MARKET | Ottawa-Gatineau | 6.25 | 10 | 1305.20 | 8157.50 | 6.25 | 815.75 | Hamilton | 7.84 | 14 | 758.10 | 5943.50 | 7.84 | 424.54 | London | 7.19 | 31 | 498.60 | 3584.93 | 7.19 | 115.64 | Burlington | 6.04 | 7 | 175.80 | 1061.83 | 6.04 | 151.69 | Oakville | 4.75 | 6 | 182.50 | 866.88 | 4.75 | 144.48 | St. Catharines | 9.87 | 12 | 405.00 | 3997.35 | 9.87 | 333.11 | Kingston | 8.51 | 9 | 167.20 | 1422.87 | 8.51 | 158.10 | Cambridge | 6.36 | 5 | 168.10 | 1069.12 | 6.36 | 213.82 | Barrie | 6.04 | 8 | 197.80 | 1194.71 | 6.04 | 149.34 | Guelph | 6.36 | 5 | 150.80 | 959.09 | 6.36 | 191.82 | Kitchener-Waterloo | 5.68 | 5 | 336.20 | 1909.62 | 5.68 | 381.92 | Newmarket | 4.88 | 3 | 80.00 | 390.40 | 4.88 | 130.13 | | | | | | | | | | | | | | | Formulas: Number of deaths = Population * Death Rate | | | | | Fair Share = Total Market/Number of Competitive Funeral Homes in the market | | | | Target Market = Number of deaths/Number of Competitive Funeral Homes in the market | | | |
Table 1: Calculations showing possible locations of funeral homes
4.0 APPENDIX Figure 1: Chart showing the number of deaths in metropolitan areas
This chart clearly shows Ottawa-Gatineau and Hamilton as the best locations to have the funeral homes as they both have the highest number of deaths.

Figure 2: Chart showing fair market share in market areas
St Catharines would give the organization 12% fair market share and Kingston would give them 11%. In comparison to the rest, these are the best locations to have the funeral homes based on the fair market share percentage.

Figure 3: Chart showing population of people in metropolitan areas in 2013
Ottawa-Gatineau is the most populated area among the other metropolitan areas. It is closely followed by Hamilton, thus these two places should be considered when deciding where to locate the funeral homes.

Figure 4: Chart showing target market for potential locations of the funeral home
One of the best places to locate the funeral home would be Ottawa-Gatineau as it has 25% of the target market that the organization wants. It is closely followed by Hamilton and St Catharines with 13% and 10% respectively.

5.0 REFERENCES

Google Maps: www.googlemaps.ca

Statistics Canada: www.statscan.gc.ca

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