SUTHERLIN NISSAN MALL/GA

Transcription

.
SUTHERLIN NISSAN MALL/GA - 3808
The objective of this report is to identify key opportunities within your PMA to help drive sales,
revenue & profitability across your new, used and fixed operations
In order to achieve this objective, the following key questions will be addressed:
• How large is the fleet industry in my market?
• How is the Nissan NLC brand performing in my market?
• How does Nissan NLC compare against key competitors locally?
• Which brands are most popular among different commercial customers?
• What are the top SIC Codes in my market?
• How should I focus my sales & marketing efforts? Which vocations?
• Where should I focus my sales & marketing efforts?
• What are the characteristics of firms in my area?
• What is the market potential for my fixed operations?
Definition of Terms
•
•
•
•
•
Limited to Fleet Registrations within Nissan NLC segment
Data as of: Jun-2015
RYTD − Rolling Year-to-Date (Jul-2014 to Jun-2015)
Territory – Custom defined dealer territory (PMA, District, Region, etc.)
Your PMA includes all or some of the following ZIP Codes:
30011, 30019, 30024, 30043, 30045, 30046, 30049, 30097, 30515, 30517, 30518, 30519, 30542, 30548, 30549,
30620, 30680
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
A-13493-0 | Page 1 of 12
Polk's Territory Pro Report − SUTHERLIN NISSAN MALL/GA - 3808 | Data as of: Jun-2015
PMA Overview / Key Points / Action Items
ZIP Codes within Territory
VIO
•
There are 3,144 firms, with a total of 5,086 segment vehicles
in operation, in my territory
New Vehicles
• Nissan NLC market share in my territory is
− Up compared to last year
− Below the regional average
• FORD is the top competitor in my market
• CONSTRUCTION-SPECIAL TRADE CONTRACTORS is the
SIC2 group with the most segment vehicles, led by FORD
• PLUMBING HEATING & AIR CONDITIONING is the SIC4
group with the most additional opportunity for Nissan NLC
Fixed Operations
• There is $14,868 fixed ops revenue potential in my market
assuming between $600-875 per RO(depending on age band)
and 42/14/9% penetration of Nissan NLC VIO
Dealer Location
★
Boundaries
Zip Code
SUTHERLIN NISSAN MALL/GA - 3808
PMA
A-13493-0 | Page 2 of 12
How large is the fleet industry in my market by registrations?
• The total industry in the market is 221 new vehicles
registered.
Total Fleet Volume by Zip Code 12 months ending June 2015
• The ZIP code with the most new fleet registrations in the last
12 months is 30024 SUWANEE with 47 vehicles registered.
This map displays Nissan NLC segment fleet volume by ZIP code.
Dealer Location
★
SUTHERLIN
NISSAN
MALL/GA 3808
Boundaries
Fleet Volume
Zip Code
PMA
0-1
1-5
5-16
16-20
20-22
A-13493-0 | Page 3 of 12
How large is the fleet industry in my market by number of firms?
• The ZIP code with the most firms with Nissan NLC segment
vehicles is 30043 LAWRENCEVILLE with 1448 firms who have
total of 943 vehicles in their fleets.
Number of firms by Zip Code
This map displays number of firms owning Sprinter segment vehicles by ZIP code.
Dealer Location
★
SUTHERLIN
NISSAN
MALL/GA 3808
Boundaries
Number of firms
Zip Code
PMA
0-0
0-1
1-3
3-3
3-4
A-13493-0 | Page 4 of 12
How is the Nissan NLC brand performing in my market?
• Overall Nissan NLC market share is 6.79% in my territory.
Share by Zip Code 12 months ending June 2015
• In the largest industry volume ZIP code, 30024 SUWANEE,
Nissan NLC's share is 6.38%.
• In the largest Nissan NLC volume ZIP code, 30043
LAWRENCEVILLE, Nissan NLC's share is 5.41% with 4 units.
This map displays Nissan NLC share performance throughout the PMA, highlighting areas of both strength and
opportunity.
Dealer Location
★
SUTHERLIN NISSAN
MALL/GA - 3808
Boundaries
RYTD Share
Zip Code
PMA
0.01.51
1.514.53
4.539.05
9.0515.09
15.09100.0
A-13493-0 | Page 5 of 12
How is the Nissan NLC compare against key competitors locally?
•
The top competitor in my territory is FORD with 33.48% of the market,
26.69 points ahead of Nissan NLC.
Share of Overall Fleet Market
7%
11%
33%
FORD
CHEVROLET
RAM
MERCEDES-BENZ
GMC
NISSAN
15%
16%
18%
Brand share of the overall fleet market within the territory compared against local competition
New Registration by Make
Business
Individual
Government
80
70
60
50
40
30
20
10
0
CHEVROLET
FORD
GMC
MERCEDES-BENZ
NISSAN
RAM
A-13493-0 | Page 6 of 12
Which brands are most popular among different commercial customers?
• The commercial group where Nissan NLC's share is strongest is MISCELLANEOUS REPAIR SERVICES with 13% of the total segment volume owned by that
category.
• Nissan NLC's next strongest customer group locally is None with 0% of that market.
Brand Share by Top 10 SIC2 Group
FORD
CHEVROLET
RAM
MERCEDES-BENZ
OTHERS
NISSAN
100%
80%
60%
40%
20%
AUTO REPAIR SERVICES &
PARKING / RENTAL
REAL
ESTATE
HOME FURNITURE &
FURNISHINGS STORES
WHOLESALE
TRADE-NONDURABLE
GOODS
LUMBER & WOOD PRODS
EXCEPT FURNTR MFRS
WHOLESALE
TRADE-DURABLE GOODS
/ ELECTRICAL
BUSINESS
SERVICES
AUTOMOTIVE DEALERS &
SERVICE STATIONS
MISCELLANEOUS
REPAIR
SERVICES
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
0%
A-13493-0 | Page 7 of 12
Which brands are most popular among different commercial customers?
• In the top 10 SIC codes there were 86 registrations across 45
firms. This is:
−
−
93.48% of all segment registrations
88.24% of all firms
Top 10 SIC Codes in PMA
Number of Firms
Number of Vehicles
7
0
0
AUTO REPAIR SERVICES &
PARKING/RENTAL
14
3
AUTOMOTIVE DEALERS &
SERVICE STATIONS
6
WHOLESALE
TRADE-NONDURABLE
GOODS
21
WHOLESALE
TRADE-DURABLE
GOODS/ELECTRICAL
9
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
28
REAL
ESTATE
12
HOME FURNITURE &
FURNISHINGS STORES
35
MISCELLANEOUS
REPAIR SERVICES
15
BUSINESS
SERVICES
42
LUMBER & WOOD PRODS
EXCEPT FURNTR MFRS
18
SIC4 Subgroups within CONSTRUCTION-SPECIAL TRADE CONTRACTORS
• Within CONSTRUCTION-SPECIAL TRADE CONTRACTORS,
the top 3 subgroups account for 36 registrations and 15 firms
−
−
97.30% of all segment registrations within the
category
93.75% of all firms in the SIC group
Number of Firms
Number of Vehicles
12
30
10
25
8
20
6
15
4
10
2
5
0
PLUMBING HEATING &
AIR CONDITIONING
ELECTRICAL WORK
INSTALLATION OF
BUILDING EQUIPMENT
NEC
CONCRETE WORK
0
A-13493-0 | Page 8 of 12
How should I focus my sales and marketing efforts?
•
PLUMBING HEATING & AIR CONDITIONING is the
SIC4 group with the greatest additional opportunity – 0
units if Nissan NLC's overall share of 0.00% within the
SIC2 group is achieved.
Total
Vehicles
SIC4 within
Plumbing Heating & Air Conditioning
Electrical Work
Installation Of Building Equipment Nec
Concrete Work
Nissan
NLC
Volume
Nissan
NLC
Share
24
0%
7
0%
5
0%
1
0%
Additional
Opportunity
Top 10 Vehicles within SIC4 PLUMBING HEATING & AIR CONDITIONING
RAM PROMASTER 150STD
7
CHEVROLET EXPRESS
G20UND
FORD TRANSIT CONNECT
VAN XLUND
FORD TRANSIT VAN
TSTT25
6
4
3
FORD ECONOLINE 250UND
1
FORD TRANSIT CONNECT
VAN XLTUND
MERCEDES-BENZ SPRINTER
250UND
RAM PROMASTER CITY
SLTUND
1
1
1
OTHER
0
1
2
3
4
5
6
7
8
A-13493-0 | Page 9 of 12
Where should I focus my sales and marketing effort?
• Of the top 5 industry volume zips, Nissan NLC's share trails
its territory average most in
• Increasing to territory average in that ZIP would result in 0
additional units
• There are 4,551 firms located in that same ZIP code
• Overall, there are 81,550 firms in the top 5 ZIPs
Top 5 ZIPs
30024
Suwanee
30518 Buford
30043
Lawrenceville
30019
Dacula
30045
Lawrenceville
Make
PMA
Volume
PMA
Share
Volume
47
45
37
24
14
GMC
24
10.9%
ZIP Volume
8
10
2
0
1
MERCEDESBENZ
RAM
34
35
CHEVROLET
FORD
39
74
15.4%
15.8%
17.6%
33.5%
ZIP Share
17.0%
22.2%
5.4%
0.0%
7.1%
ZIP + / - Share
6.2
11.4
<5.5>
<10.9>
<3.7>
ZIP Volume
9
0
2
7
3
ZIP Share
19.1%
0.0%
5.4%
29.2%
21.4%
ZIP + / - Share
3.8
<15.4>
<10>
13.8
6
ZIP Volume
8
0
6
3
3
ZIP Share
17.0%
0.0%
16.2%
12.5%
21.4%
ZIP + / - Share
1.2
<15.8>
0.4
<3.3>
5.6
ZIP Volume
8
19
7
0
1
ZIP Share
17.0%
42.2%
18.9%
0.0%
7.1%
ZIP + / - Share
<0.6>
24.6
1.3
<17.6>
<10.5>
ZIP Volume
11
14
18
12
2
ZIP Share
23.4%
31.1%
48.6%
50.0%
14.3%
ZIP + / - Share
<10.1>
<2.4>
15.2
16.5
<19.2>
# Firms by ZIP
30024
30518
30043
30019
30045
0K
3K
6K
9K
12K
15K
18K
A-13493-0 | Page 10 of 12
What are the characteristics of firms in my area?
• The majority of firms in my area have
−
−
1-4 employees (23.53%)
5-9 employees (23.53%)
Firms by Total Number of Employees
14
12
10
8
6
4
2
0
0/unknown
100-249
50-99
20-49
$1 - 499(33.33%)
$500 - 999(17.65%)
10-19
−
−
5-9
1-4
• The majority of firms in my area have annual sales (in
thousands) of
Firms by Annual Sales Volume (in thousands)
18
15
12
9
6
3
0
$0/unknown
$20000 49999
$10000 19000
$5000 9999
$2500 4999
$1000 2499
$500 - 999
$1 - 499
A-13493-0 | Page 11 of 12
What is the market potential for my fixed operations?
• Assuming an average Repair Order value of $600/825/875 and
42/14/9% penetration (1 visit) of all Nissan NLC vehicles in operation in
your territory, there is $14,868 in total fixed operations potential.
Nissan NLC Units in Operations by ZIP
• The Labor & Parts Potential listed above assumes a 50/50 Labor/Parts
ratio
• The highest concentrations of Nissan NLC vehicles are in:
−
−
−
30024 - 14 Units
30043 - 10 Units
30045 - 8 Units
• These 3 ZIPs account for 54.24% of all Nissan NLC vehicles in
operation.
0<4
Years
Total
Potential
59
59
Labor Potential
$7,434
$7,434
Parts Potential
$7,434
$7,434
$14,868
$14,868
Vehicle in Operation
Total Fixed Ops Potential
This map displays the distribution of Nissan NLC VIO in my territory.
Boundaries
Dealer Location
★
SUTHERLIN
NISSAN
MALL/GA 3808
VIO
Zip Code
PMA
0-0
0-2
2-6
6-8
8-9
A-13493-0 | Page 12 of 12

SUTHERLIN NISSAN MALL/GA

Transcription

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