MCGAVOCK NISSAN WICHITA

Transcription

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MCGAVOCK NISSAN WICHITA - 5434
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:
66840, 67001, 67002, 67008, 67010, 67013, 67016, 67017, 67019, 67020, 67026, 67030, 67031, 67037, 67039,
67042, 67050, 67052, 67055, 67056, 67060, 67067, 67072, 67074, 67101, 67108, 67110, 67114, 67119, 67120,
67123, 67131, 67133, 67135, 67144, 67146, 67147, 67149, 67154, 67156, 67201, 67202, 67203, 67204, 67205,
67206, 67207, 67208, 67209, 67210, 67211, 67212, 67213, 67214, 67215, 67216, 67217, 67218, 67219, 67220,
67221, 67223, 67226, 67227, 67228, 67230, 67232, 67235, 67260, 67275, 67276, 67277, 67278
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
A-13464-0 | Page 1 of 12
Polk's Territory Pro Report − MCGAVOCK NISSAN WICHITA - 5434 | Data as of: Jun-2015
PMA Overview / Key Points / Action Items
ZIP Codes within Territory
VIO
•
There are 4,949 firms, with a total of 8,926 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
• COMMUNICATIONS is the SIC2 group with the most segment
vehicles, led by FORD
• TELEPHONE COMMUNICATIONS EXCEPT RADIO is the
SIC4 group with the most additional opportunity for Nissan NLC
Fixed Operations
• There is $8,820 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
MCGAVOCK NISSAN WICHITA - 5434
PMA
A-13464-0 | Page 2 of 12
How large is the fleet industry in my market by registrations?
• The total industry in the market is 431 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 67209 WICHITA with 87 vehicles registered.
This map displays Nissan NLC segment fleet volume by ZIP code.
Dealer Location
★
MCGAVOCK
NISSAN
WICHITA 5434
Boundaries
Fleet Volume
Zip Code
PMA
0-4
4-20
20-60
60-76
76-81
A-13464-0 | 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 67212 WICHITA with 630 firms who have total of 323
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
★
MCGAVOCK
NISSAN
WICHITA 5434
Boundaries
Number of firms
Zip Code
PMA
0-0
0-0
0-1
1-1
1-2
A-13464-0 | Page 4 of 12
How is the Nissan NLC brand performing in my market?
• Overall Nissan NLC market share is 2.32% in my territory.
Share by Zip Code 12 months ending June 2015
• In the largest industry volume ZIP code, 67209 WICHITA, Nissan
NLC's share is 0%.
• In the largest Nissan NLC volume ZIP code, 67013 BELLE
PLAINE, Nissan NLC's share is 100% with 1 units.
This map displays Nissan NLC share performance throughout the PMA, highlighting areas of both strength and
opportunity.
Dealer Location
★
MCGAVOCK NISSAN
WICHITA - 5434
Boundaries
RYTD Share
Zip Code
PMA
0.00.52
0.521.55
1.553.09
3.095.16
5.16100.0
A-13464-0 | Page 5 of 12
How is the Nissan NLC compare against key competitors locally?
•
The top competitor in my territory is FORD with 53.13% of the market,
50.81 points ahead of Nissan NLC.
Share of Overall Fleet Market
2%
2%
4%
5%
9%
53%
FORD
CHEVROLET
RAM
GMC
MERCEDES-BENZ
NISSAN
FREIGHTLINER
24%
Brand share of the overall fleet market within the territory compared against local competition
New Registration by Make
Business
Government
Individual
280
240
200
160
120
80
40
0
CHEVROLET
FORD
FREIGHTLINER
GMC
MERCEDES-BENZ
NISSAN
RAM
A-13464-0 | Page 6 of 12
Which brands are most popular among different commercial customers?
• The commercial group where Nissan NLC's share is strongest is HOTELS ROOMING HOUSES & CAMPS with 100% of the total segment volume owned by
that category.
• Nissan NLC's next strongest customer group locally is BUILDING CONSTRUCTION-GEN CONTRACTORS with 33% of that market.
Brand Share by Top 10 SIC2 Group
FORD
CHEVROLET
RAM
OTHERS
GMC
NISSAN
100%
80%
60%
40%
20%
WHOLESALE
TRADE-NONDURABLE
GOODS
BUILDING
CONSTRUCTION-GEN
CONTRACTORS
NONDEPOSITORY
CREDIT
INSTITUTIONS
DEPOSITORY
INSTITUTIONS
ENGINEERING &
ACCOUNTING & MGMT
SVCS
ADMIN-ENVIRONMENTAL
QUALITY PROGRAMS
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
WHOLESALE
TRADE-DURABLE GOODS
/ ELECTRICAL
AUTO REPAIR SERVICES &
PARKING / RENTAL
COMMUNICATIONS
0%
A-13464-0 | Page 7 of 12
Which brands are most popular among different commercial customers?
• In the top 10 SIC codes there were 154 registrations across 40
firms. This is:
−
−
81.48% of all segment registrations
57.14% of all firms
Top 10 SIC Codes in PMA
Number of Firms
Number of Vehicles
0
ADMIN-ENVIRONMENTAL
QUALITY PROGRAMS
8
0
AUTO REPAIR SERVICES &
PARKING/RENTAL
16
2
WHOLESALE
TRADE-NONDURABLE
GOODS
4
ENGINEERING &
ACCOUNTING & MGMT
SVCS
24
NONDEPOSITORY
CREDIT
INSTITUTIONS
32
6
MISCELLANEOUS
RETAIL
40
8
WHOLESALE
TRADE-DURABLE
GOODS/ELECTRICAL
48
10
DEPOSITORY
INSTITUTIONS
12
COMMUNICATIONS
56
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
14
SIC4 Subgroups within COMMUNICATIONS
• Within COMMUNICATIONS, the top 3 subgroups account for 45
registrations and 1 firms
−
−
100.00% of all segment registrations within the
category
100.00% of all firms in the SIC group
Number of Firms
Number of Vehicles
4.0
56
3.5
49
3.0
42
2.5
35
2.0
28
1.5
21
1.0
14
0.5
7
0.0
TELEPHONE COMMUNICATIONS EXCEPT RADIO
0
A-13464-0 | Page 8 of 12
How should I focus my sales and marketing efforts?
•
TELEPHONE COMMUNICATIONS EXCEPT RADIO 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
Telephone Communications Except Radio
Nissan
NLC
Volume
45
Nissan
NLC
Share
Additional
Opportunity
0%
Top 10 Vehicles within SIC4 TELEPHONE COMMUNICATIONS EXCEPT RADIO
FORD TRANSIT CONNECT
VAN XLUND
CHEVROLET EXPRESS
G20UND
41
4
OTHER
0
5
10
15
20
25
30
35
40
45
A-13464-0 | 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
67209
Wichita
67204
Wichita
67226
Wichita
67220
Wichita
67219
Wichita
Make
PMA
Volume
PMA
Share
Volume
87
51
39
31
30
MERCEDESBENZ
17
3.9%
ZIP Volume
1
0
2
0
0
• There are 4,202 firms located in that same ZIP code
• Overall, there are 27,495 firms in the top 5 ZIPs
Top 5 ZIPs
GMC
23
RAM
40
CHEVROLET
FORD
5.3%
9.3%
102
23.7%
229
53.1%
ZIP Share
1.1%
0.0%
5.1%
0.0%
0.0%
ZIP + / - Share
<2.8>
<3.9>
1.2
<3.9>
<3.9>
ZIP Volume
2
0
5
0
0
ZIP Share
2.3%
0.0%
12.8%
0.0%
0.0%
ZIP + / - Share
<3>
<5.3>
7.5
<5.3>
<5.3>
ZIP Volume
14
0
0
0
1
ZIP Share
16.1%
0.0%
0.0%
0.0%
3.3%
ZIP + / - Share
6.8
<9.3>
<9.3>
<9.3>
<5.9>
ZIP Volume
15
7
8
12
7
ZIP Share
17.2%
13.7%
20.5%
38.7%
23.3%
ZIP + / - Share
<6.4>
<9.9>
<3.2>
15
<0.3>
ZIP Volume
55
43
23
19
14
ZIP Share
63.2%
84.3%
59.0%
61.3%
46.7%
ZIP + / - Share
10.1
31.2
5.8
8.2
<6.5>
# Firms by ZIP
67209
67204
67226
67220
67219
0
1,500
3,000
4,500
6,000
7,500
9,000
A-13464-0 | Page 10 of 12
What are the characteristics of firms in my area?
• The majority of firms in my area have
−
−
1-4 employees (15.71%)
10-19 employees (14.29%)
Firms by Total Number of Employees
21
18
15
12
9
6
3
0
$100000 499999
0/unknown
1000-4999
$20000 49999
5000-9999
500-999
100-249
50-99
20-49
$1 - 499(15.71%)
$500 - 999(14.29%)
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)
21
18
15
12
9
6
3
0
$0/unknown
$500000 999999
$10000 19000
$5000 9999
$2500 4999
$1000 2499
$500 - 999
$1 - 499
A-13464-0 | 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 $8,820 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:
−
−
−
67213 - 4 Units
67037 - 3 Units
67206 - 3 Units
• These 3 ZIPs account for 28.57% of all Nissan NLC vehicles in
operation.
0<4
Years
Total
Potential
35
35
Labor Potential
$4,410
$4,410
Parts Potential
$4,410
$4,410
Total Fixed Ops Potential
$8,820
$8,820
Vehicle in Operation
This map displays the distribution of Nissan NLC VIO in my territory.
Boundaries
Dealer Location
★
MCGAVOCK
NISSAN
WICHITA 5434
VIO
Zip Code
PMA
0-0
0-0
0-1
1-1
1-2
A-13464-0 | Page 12 of 12

MCGAVOCK NISSAN WICHITA

Transcription

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