In 2000, the government of the autonomous community of Aragon, Spain, announced the project for the development of large-scale logistics park on the outskirts of the city of Zaragoza. With an area of about 13 square kilometers, PLAZA (acronym for Platform Zaragoza Logistics) would be the largest logistics park either built or under construction in Europe. This case illustrates the reasons for such an enterprise, the arguments used in decision-making on the location of the park, as well as the advantages (and disadvantages) associated with the project. Housing provides sufficient data to prepare an analysis from the point of view of a potential client, where the cost advantage or disadvantage on the object in Zaragoza (relative to Rotterdam, the preferred European location) can be quantified, and where the parameters can be changed to determine the main factors in this decisions, and how changes in these drivers may affect the analysis of the customer. The results are meant to serve as an input to control PLAZA understand what types of customers to target and how to address those issues that could prevent the projected growth of the park. "Hide
by Noel Watson, Santiago Kraiselburd Source: Harvard Business School 23 pages. Publication Date: June 29, 2009. Prod. #: 609113-PDF-ENG
