GMAT Essays (AWA)

"Location has traditionally been one of the most important determinants of a business's success. The importance of location is not likely to change, no matter how advanced the development of computer communications and others kinds of technology becomes."

Any successful business is a combination of multiple key element. With the advancement of IT and modern communication channels, whether or not location is one of the most important elements is an interesting discussion topic. In my view, I think the location of business remains one of the most important determinants of a business's success.

My primary reason is that a successful business need to be highly recognisable and identifiable by its target customers. A good location, virtual or physical, offers the business additional competativeness by being the easiest to locate, to identify, and to recognise. This position impact from the location is in another way evidenced by the astonishing price paid by companies for top locations, which would include Ginza of Tokyo, Time Square of New York City, Picaddily Circus of London. The premium for the scarcity value of virtual prime location is also demonstrated by prime time TV advertisement cost as well as paid ranking under google advertising.

While some may argue that modern communication and technology has made physical location less important, I believe it's still equally important for the long-term succcess of a business. Companies like Apple and Sony did not start as a high street store, they became successful because the advanced technology and user experience their products offer. However, once a brand became recognised, companies would start to locate them in monumental locations around the world to demonstrate its global presence. Such presence in monumental locations is another signal of success to their customers, as well as to their investors.

In conclusion, I think it's fair to say that a successful business may not start with a prime location, but a business will need to consider the location element if it is to be successful and competative for a long term.

the following is my essay. Because idea is more important than language. I make simple introduction and conclusion and use simple language to try to make rich ideas.

please, evaluate , thank a lot.

Some persons think that location to a business is important to success. Other persons think that because computer communication develops, location is no more important. This is complex problem. I think that location is still a key to business success.

First reason is that good location creates a lot of customers. I think this point is very clear. Bad location can not create good selling and good profit. I can give you an example of this. In retailing business, the outlet location is key to selling. The supermarket need a very good location to survive. A good location provides a parking place and convenience. No one goes to a supermarket which has no parking place and he or she has to walk from the parking place to the supermarket. No one goes to a supermarket which is far from his or her home or his or her work place. The supermarket in good lacation has a lot of customers and so good profit.

The second reason is that good location helps advertise the name and brand name of company and its products, creating more customers and profit. This is very clear. The company in the good location can have the name plate and logo which are clear and shown to more persons. At good location, name plate and logo of a company can be seen by many persons who maybe pass that location when they go to work. When persons see the name and logo of the company, they remember them. When persons want to buy the products which the company sells, they remember the company and where to buy the products. This clearly helps selling. A good location is like a free advertisement. The awareness increases, the selling, the success of the company increases.

Some persons think that the computer communication development of today makes location meaningless. I do not agree. The computer communication of development is not relevant inhere. The development helps communication faster among persons. The location is still a key to business success. In the two above examples, you can see that advanced computer communication development can not help create more customers and increase awareness of brandname.

In conclusion, after analysing the above example, I sill think that location is still a key to a business success.