After having made a thorough diagnosis of the actual situation the public entities design a Marketing strategy of the location, which includes, as in any marketing mix, the target groups definition (type of enterprises they want to conserve or attract), the offer, the pricing, the promotion and the sale's strategy.
The design of a CLD 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 article is to present the methodology and tools used for designing a Commercial Location Development strategy.
The collected information is then summarized using i.e. a balanced scorecard (BSC) or SWOT analysis.
The results are then compared in order to determine in which topics and frame conditions the concerned commercial location has to improve to enhance its competitiveness versus its competitors.