Case study:Plaza, the Logistics Park of Zaragoza
As Ricardo Garcia, Managing Director of PLAZA, watched the massive construction of infrastructure from his office window, his thoughts quickly returned to positioning the Zaragoza logistics park as a preferred location for European companies seeking to develop their distribution network. Six years had passed since the PLAZA project was presented for the very first time by the Government of Arag6n in February 2000. The park had already begun marketing and development of the second phase of the project. Despite the intense competition within Spain, Ricardo's ambitions were to project PLAZA well beyond the internal Spanish market. PLAZA aimed at becoming the most recognized logistics park in Europe, a center of excellence that would be able to attract the most important players in the EU.
However, for this vision to be feasible, PLAZA had to compete successfully with other more established locations. Ricardo wondered: how would, for example, a customer who imported from China and was considering setting up a DC in Europe think about doing so in PLAZA versus a more central European location?