Available with Business Analyst license.
Huff equal probability trade areas are similar to equal competition areas, but the boundaries between the stores are weighted based on one or more variables. These weights can be calculated from results of a Huff model you have run, or you can enter the parameters manually using predictor variables in your store layer.
Point Layer (Stores)
The example below portrays the competitive environment between fourteen stores in a local market. Business Analyst calculates the boundaries of the trade areas and displays them on a map resembling the one below. Each polygon represents the customers most likely to shop at the surf shop it surrounds based on the location of that facility and its sales volume.