HOSELTON NISSAN - 07156-201506

Transcription

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HOSELTON NISSAN - 07156
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:
14445, 14450, 14453, 14467, 14472, 14502, 14506, 14522, 14526, 14534, 14564, 14568, 14580, 14605, 14607,
14609, 14610, 14618, 14620, 14625
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
A-13229-0 | Page 1 of 12
Polk's Territory Pro Report − HOSELTON NISSAN - 07156 | Data as of: Jun-2015
PMA Overview / Key Points / Action Items
ZIP Codes within Territory
VIO
•
There are 1,137 firms, with a total of 3,714 segment vehicles
in operation, in my territory
New Vehicles
• Nissan NLC market share in my territory is
− Up compared to last year
− Above 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
• ELECTRICAL WORK is the SIC4 group with the most
additional opportunity for Nissan NLC
Fixed Operations
• There is $8,064 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
HOSELTON NISSAN - 07156
PMA
A-13229-0 | Page 2 of 12
How large is the fleet industry in my market by registrations?
• The total industry in the market is 90 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 14450 FAIRPORT with 17 vehicles registered.
This map displays Nissan NLC segment fleet volume by ZIP code.
Dealer Location
★
HOSELTON
NISSAN 07156
Boundaries
Fleet Volume
Zip Code
PMA
0-0
0-2
2-6
6-7
7-8
A-13229-0 | 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 14450 FAIRPORT with 699 firms who have total of 317
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
★
HOSELTON
NISSAN 07156
Boundaries
Number of firms
Zip Code
PMA
0-0
0-1
1-3
3-3
3-4
A-13229-0 | Page 4 of 12
How is the Nissan NLC brand performing in my market?
• Overall Nissan NLC market share is 10% in my territory.
Share by Zip Code 12 months ending June 2015
• In the largest industry volume ZIP code, 14450 FAIRPORT,
Nissan NLC's share is 23.53%.
• In the largest Nissan NLC volume ZIP code, 14450 FAIRPORT,
Nissan NLC's share is 23.53% with 4 units.
This map displays Nissan NLC share performance throughout the PMA, highlighting areas of both strength and
opportunity.
Dealer Location
★
HOSELTON NISSAN 07156
Boundaries
RYTD Share
Zip Code
PMA
0.02.22
2.226.67
6.6713.33
13.3322.22
22.22100.0
A-13229-0 | Page 5 of 12
How is the Nissan NLC compare against key competitors locally?
•
The top competitor in my territory is FORD with 37.78% of the market,
27.78 points ahead of Nissan NLC.
Share of Overall Fleet Market
1%
4%
10%
38%
19%
FORD
CHEVROLET
RAM
NISSAN
MERCEDES-BENZ
GMC
28%
Brand share of the overall fleet market within the territory compared against local competition
New Registration by Make
Business
Government
Individual
40
35
30
25
20
15
10
5
0
CHEVROLET
FORD
GMC
MERCEDES-BENZ
NISSAN
RAM
A-13229-0 | Page 6 of 12
Which brands are most popular among different commercial customers?
• The commercial group where Nissan NLC's share is strongest is REAL ESTATE with 100% of the total segment volume owned by that category.
• Nissan NLC's next strongest customer group locally is ENGINEERING & ACCOUNTING & MGMT SVCS with 75% of that market.
Brand Share by Top 10 SIC2 Group
FORD
CHEVROLET
RAM
NISSAN
MERCEDES-BENZ
100%
80%
60%
40%
20%
EXECUTIVE LEGISLATIVE
& GENERAL GOVT
AGRICULTURAL
SERVICES
REAL
ESTATE
WHOLESALE
TRADE-NONDURABLE
GOODS
WHOLESALE
TRADE-DURABLE GOODS
/ ELECTRICAL
ENGINEERING &
ACCOUNTING & MGMT
SVCS
EDUCATIONAL
SERVICES
MISCELLANEOUS
RETAIL
ELECTRIC GAS &
SANITARY SERVICES
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
0%
A-13229-0 | Page 7 of 12
Which brands are most popular among different commercial customers?
• In the top 10 SIC codes there were 42 registrations across 23
firms. This is:
−
−
87.50% of all segment registrations
79.31% of all firms
Top 10 SIC Codes in PMA
Number of Firms
Number of Vehicles
EXECUTIVE LEGISLATIVE
& GENERAL GOVT
ELECTRIC GAS &
SANITARY SERVICES
EDUCATIONAL
SERVICES
WHOLESALE
TRADE-NONDURABLE
GOODS
ENGINEERING &
ACCOUNTING & MGMT
SVCS
MISCELLANEOUS
RETAIL
WHOLESALE
TRADE-DURABLE
GOODS/ELECTRICAL
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
REAL
ESTATE
AGRICULTURAL
SERVICES
8
7
6
5
4
3
2
1
0
16
14
12
10
8
6
4
2
0
SIC4 Subgroups within CONSTRUCTION-SPECIAL TRADE CONTRACTORS
• Within CONSTRUCTION-SPECIAL TRADE CONTRACTORS,
the top 3 subgroups account for 13 registrations and 7 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
3.5
9.8
3.0
8.4
2.5
7.0
2.0
5.6
1.5
4.2
1.0
2.8
0.5
1.4
0.0
ELECTRICAL WORK
SPECIAL TRADE CONTRACTORS NEC
PLUMBING HEATING & AIR CONDITIONING
A-13229-0 | Page 8 of 12
How should I focus my sales and marketing efforts?
•
ELECTRICAL WORK 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
Electrical Work
Plumbing Heating & Air Conditioning
Special Trade Contractors Nec
Nissan
NLC
Volume
Nissan
NLC
Share
9
0%
3
0%
1
0%
Additional
Opportunity
Top 10 Vehicles within SIC4 ELECTRICAL WORK
FORD TRANSIT VAN
TSTT25
3
CHEVROLET EXPRESS
G30UND
2
FORD ECONOLINE 350UND
2
CHEVROLET EXPRESS
G20UND
1
FORD TRANSIT CONNECT
VAN XLUND
1
OTHER
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
A-13229-0 | 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 14610
• Increasing to territory average in that ZIP would result in 1
additional units
14450
Fairport
14625
Rochester
14564 Victor
14534
Pittsford
14610
Rochester
Make
PMA
Volume
PMA
Share
Volume
17
14
10
9
9
MERCEDESBENZ
4
4.4%
ZIP Volume
1
1
0
1
0
ZIP Share
5.9%
7.1%
0.0%
11.1%
0.0%
ZIP + / - Share
1.4
2.7
<4.4>
6.7
<4.4>
• There are 3,391 firms located in that same ZIP code
• Overall, there are 33,919 firms in the top 5 ZIPs
Top 5 ZIPs
NISSAN
9
RAM
17
CHEVROLET
FORD
25
34
10.0%
18.9%
27.8%
37.8%
ZIP Volume
4
3
1
0
0
ZIP Share
23.5%
21.4%
10.0%
0.0%
0.0%
ZIP + / - Share
13.5
11.4
0
<10>
<10>
ZIP Volume
3
6
0
1
2
ZIP Share
17.6%
42.9%
0.0%
11.1%
22.2%
ZIP + / - Share
<1.2>
24
<18.9>
<7.8>
3.3
ZIP Volume
3
1
7
1
3
ZIP Share
17.6%
7.1%
70.0%
11.1%
33.3%
ZIP + / - Share
<10.1>
<20.6>
42.2
<16.7>
5.6
ZIP Volume
6
2
2
6
4
ZIP Share
35.3%
14.3%
20.0%
66.7%
44.4%
ZIP + / - Share
<2.5>
<23.5>
<17.8>
28.9
6.7
# Firms by ZIP
14450
14625
14564
14534
14610
0K
2K
4K
6K
8K
10K
12K
14K
A-13229-0 | Page 10 of 12
What are the characteristics of firms in my area?
• The majority of firms in my area have
−
−
10-19 employees (20.69%)
20-49 employees (13.79%)
Firms by Total Number of Employees
7
6
5
4
3
2
1
0
0/unknown
10000+
1000-4999
500-999
250-499
100-249
50-99
20-49
$1000 - 2499(20.69%)
$500 - 999(13.79%)
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)
7
6
5
4
3
2
1
0
$0/unknown
$1000000
+
$100000 499999
$50000 99999
$20000 49999
$10000 19000
$5000 9999
$1000 2499
$500 - 999
$1 - 499
A-13229-0 | 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 $8,064 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:
−
−
−
14450 - 9 Units
14445 - 7 Units
14618 - 4 Units
• These 3 ZIPs account for 62.50% of all Nissan NLC vehicles in
operation.
0<4
Years
Total
Potential
32
32
Labor Potential
$4,032
$4,032
Parts Potential
$4,032
$4,032
Total Fixed Ops Potential
$8,064
$8,064
Vehicle in Operation
This map displays the distribution of Nissan NLC VIO in my territory.
Boundaries
Dealer Location
★
HOSELTON
NISSAN 07156
VIO
Zip Code
PMA
0-0
0-1
1-5
5-6
6-7
A-13229-0 | Page 12 of 12

HOSELTON NISSAN - 07156-201506

Transcription

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