Marketing planning and business development analysis relied on understanding and mental images of the geographic space acquired by constant commuting of the market space. This is ineffective as various stakeholders involved in banking businesses do have varying degree of understanding of the geographic space. This research explores the use of geospatial technology as a valuable tool to carry out an assessment of banking business activities and operation in Benin City. The study adopted the 34 political wards; GPS coordinates locations of 107 bank branches and 1759 business outlets locations, structured questionnaires and High resolution satellite image in a GIS environment to accomplish the objective of the paper. Buffering, overlay and hotspot operations were carried out to determine areas that are over-served, under-served areas and optimized areas. The study reveals that banks management tend to locate close to market centres with high economic activities and high traffic of pedestrians. In terms of centrality, the first 3km from City centre have 62% of bank branches while the last two concentric zones have no bank branch.
Key Words: Geo-marketing, geographic space, Market loss, Market cannibalization