D`ADDARIO NISSAN - 2178-201506

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D'ADDARIO NISSAN - 2178
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:
06401, 06403, 06418, 06468, 06470, 06477, 06478, 06482, 06483, 06484, 06491, 06525, 06610, 06611, 06612,
06614
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
A-13365-0 | Page 1 of 12
Polk's Territory Pro Report − D'ADDARIO NISSAN - 2178 | Data as of: Jun-2015
PMA Overview / Key Points / Action Items
ZIP Codes within Territory
VIO
•
There are 1,805 firms, with a total of 3,124 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 NISSAN
• PLUMBING HEATING & AIR CONDITIONING is the SIC4
group with the most additional opportunity for Nissan NLC
Fixed Operations
• There is $12,852 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
D'ADDARIO NISSAN - 2178
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
PMA
A-13365-0 | Page 2 of 12
Polk's Territory Pro Report − D'ADDARIO NISSAN - 2178 | Data as of: Jun-2015
How large is the fleet industry in my market by registrations?
• The total industry in the market is 78 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 06484 SHELTON with 39 vehicles registered.
This map displays Nissan NLC segment fleet volume by ZIP code.
Dealer Location
★
D'ADDARIO
NISSAN 2178
Boundaries
Fleet Volume
Zip Code
PMA
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
0-0
0-3
3-9
9-12
12-13
A-13365-0 | Page 3 of 12
Polk's Territory Pro Report − D'ADDARIO NISSAN - 2178 | Data as of: Jun-2015
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 06484 SHELTON with 1395 firms who have total of
701 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
★
D'ADDARIO
NISSAN 2178
Boundaries
Number of firms
Zip Code
PMA
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
0-0
0-1
1-3
3-4
4-5
A-13365-0 | Page 4 of 12
Polk's Territory Pro Report − D'ADDARIO NISSAN - 2178 | Data as of: Jun-2015
How is the Nissan NLC brand performing in my market?
• Overall Nissan NLC market share is 14.1% in my territory.
Share by Zip Code 12 months ending June 2015
• In the largest industry volume ZIP code, 06484 SHELTON, Nissan
NLC's share is 10.26%.
• In the largest Nissan NLC volume ZIP code, 06468 MONROE,
Nissan NLC's share is 36.36% with 4 units.
This map displays Nissan NLC share performance throughout the PMA, highlighting areas of both strength and
opportunity.
Dealer Location
★
D'ADDARIO NISSAN 2178
Boundaries
RYTD Share
Zip Code
PMA
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
0.03.13
3.139.4
9.418.8
18.831.33
31.33100.0
A-13365-0 | Page 5 of 12
Polk's Territory Pro Report − D'ADDARIO NISSAN - 2178 | Data as of: Jun-2015
How is the Nissan NLC compare against key competitors locally?
•
The top competitor in my territory is FORD with 21.79% of the market,
7.69 points ahead of Nissan NLC.
Share of Overall Fleet Market
9%
1%
22%
13%
MERCEDES-BENZ
FORD
RAM
NISSAN
CHEVROLET
GMC
FREIGHTLINER
14%
22%
19%
Brand share of the overall fleet market within the territory compared against local competition
New Registration by Make
Business
Individual
18
15
12
9
6
3
0
CHEVROLET
FORD
FREIGHTLINER
GMC
MERCEDES-BENZ
NISSAN
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
RAM
A-13365-0 | Page 6 of 12
Polk's Territory Pro Report − D'ADDARIO NISSAN - 2178 | Data as of: Jun-2015
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 MISCELLANEOUS REPAIR SERVICES with 100% of that market.
Brand Share by Top 10 SIC2 Group
NISSAN
RAM
FORD
OTHERS
CHEVROLET
MERCEDES-BENZ
100%
80%
60%
40%
20%
MEMBERSHIP
ORGANIZATIONS
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
MISCELLANEOUS
REPAIR
SERVICES
REAL
ESTATE
WHOLESALE
TRADE-NONDURABLE
GOODS
INDUSTRIAL &
COMMERCIAL
MACHINERY MFRS
BUSINESS
SERVICES
WHOLESALE
TRADE-DURABLE GOODS
/ ELECTRICAL
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
0%
A-13365-0 | Page 7 of 12
Polk's Territory Pro Report − D'ADDARIO NISSAN - 2178 | Data as of: Jun-2015
Which brands are most popular among different commercial customers?
• In the top 10 SIC codes there were 15 registrations across 15
firms. This is:
−
−
100.00% of all segment registrations
100.00% of all firms
Top 10 SIC Codes in PMA
Number of Firms
Number of Vehicles
2
1
1
0
0
INDUSTRIAL &
COMMERCIAL MACHINERY
MFRS
2
WHOLESALE
TRADE-NONDURABLE
GOODS
3
WHOLESALE
TRADE-DURABLE
GOODS/ELECTRICAL
4
3
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
5
4
REAL
ESTATE
6
5
MEMBERSHIP
ORGANIZATIONS
6
MISCELLANEOUS
REPAIR SERVICES
7
BUSINESS
SERVICES
7
SIC4 Subgroups within CONSTRUCTION-SPECIAL TRADE CONTRACTORS
• Within CONSTRUCTION-SPECIAL TRADE CONTRACTORS,
the top 3 subgroups account for 6 registrations and 6 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
4.0
3.5
3.5
3.0
3.0
2.5
2.5
2.0
2.0
1.5
1.5
1.0
1.0
0.5
0.5
0.0
TERRAZZO TILE MARBLE & MOSAIC WORK
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
PLUMBING HEATING & AIR CONDITIONING
0.0
A-13365-0 | Page 8 of 12
Polk's Territory Pro Report − D'ADDARIO NISSAN - 2178 | Data as of: Jun-2015
How should I focus my sales and marketing efforts?
•
PLUMBING HEATING & AIR CONDITIONING is the
SIC4 group with the greatest additional opportunity – 1
units if Nissan NLC's overall share of 50.00% within the
SIC2 group is achieved.
SIC4 within
Total
Vehicles
Nissan
NLC
Volume
Nissan
NLC
Share
Additional
Opportunity
3
1
33%
1
3
2
67%
0
Plumbing Heating & Air Conditioning
Terrazzo Tile Marble & Mosaic Work
Top 10 Vehicles within SIC4 PLUMBING HEATING & AIR CONDITIONING
2
RAM PROMASTER 150STD
1
NISSAN NV 250350
OTHER
0.0
0.5
1.0
1.5
2.0
2.5
3.0
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
3.5
4.0
A-13365-0 | Page 9 of 12
Polk's Territory Pro Report − D'ADDARIO NISSAN - 2178 | Data as of: Jun-2015
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 06483
• Increasing to territory average in that ZIP would result in 2
additional units
• There are 5,764 firms located in that same ZIP code
Top 5 ZIPs
06484
Shelton
06468
Monroe
06483
Seymour
06611
Trumbull
06418 Derby
Make
PMA
Volume
PMA
Share
Volume
39
11
9
7
4
CHEVROLET
10
12.8%
ZIP Volume
5
1
0
0
1
ZIP Share
12.8%
9.1%
0.0%
0.0%
25.0%
ZIP + / - Share
0
<3.7>
<12.8>
<12.8>
12.2
NISSAN
11
14.1%
• Overall, there are 41,212 firms in the top 5 ZIPs
RAM
15
MERCEDESBENZ
FORD
17
17
19.2%
21.8%
21.8%
ZIP Volume
4
4
0
2
1
ZIP Share
10.3%
36.4%
0.0%
28.6%
25.0%
ZIP + / - Share
<3.8>
22.3
<14.1>
14.5
10.9
ZIP Volume
6
0
6
1
0
ZIP Share
15.4%
0.0%
66.7%
14.3%
0.0%
ZIP + / - Share
<3.8>
<19.2>
47.4
<4.9>
<19.2>
ZIP Volume
14
1
1
1
0
ZIP Share
35.9%
9.1%
11.1%
14.3%
0.0%
ZIP + / - Share
14.1
<12.7>
<10.7>
<7.5>
<21.8>
ZIP Volume
7
3
1
3
1
ZIP Share
17.9%
27.3%
11.1%
42.9%
25.0%
ZIP + / - Share
<3.8>
5.5
<10.7>
21.1
3.2
# Firms by ZIP
06484
06468
06483
06611
06418
0K
2K
4K
6K
8K
10K
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
12K
14K
16K
A-13365-0 | Page 10 of 12
Polk's Territory Pro Report − D'ADDARIO NISSAN - 2178 | Data as of: Jun-2015
What are the characteristics of firms in my area?
• The majority of firms in my area have
−
−
1-4 employees (53.33%)
5-9 employees (20.00%)
Firms by Total Number of Employees
9
8
6
4
3
2
0
0/unknown
50-99
$1 - 499(60.00%)
$2500 - 4999(13.33%)
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)
10
9
8
6
4
3
2
0
$0/unknown
$2500 4999
$500 - 999
$1 - 499
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
A-13365-0 | Page 11 of 12
Polk's Territory Pro Report − D'ADDARIO NISSAN - 2178 | Data as of: Jun-2015
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 $12,852 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:
−
−
−
06484 - 20 Units
06611 - 11 Units
06418 - 9 Units
• These 3 ZIPs account for 78.43% of all Nissan NLC vehicles in
operation.
0<4
Years
Total
Potential
51
51
Labor Potential
$6,426
$6,426
Parts Potential
$6,426
$6,426
$12,852
$12,852
Vehicle in Operation
Total Fixed Ops Potential
This map displays the distribution of Nissan NLC VIO in my territory.
Boundaries
Dealer Location
★
D'ADDARIO
NISSAN - 2178
VIO
Zip Code
PMA
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
0-0
0-1
1-3
3-4
4-5
A-13365-0 | Page 12 of 12