BILL SEIDLE`S NISSAN - 19074-201506

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BILL SEIDLE'S NISSAN - 19074
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:
33018, 33102, 33106, 33112, 33122, 33126, 33143, 33144, 33152, 33155, 33165, 33166, 33172, 33173, 33174,
33175, 33176, 33178, 33182, 33183, 33184, 33185, 33188, 33194, 33199, 33222, 33247, 33265
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
A-16045-0 | Page 1 of 12
Polk's Territory Pro Report − BILL SEIDLE'S NISSAN - 19074 | Data as of: Jun-2015
PMA Overview / Key Points / Action Items
ZIP Codes within Territory
VIO
•
There are 6,420 firms, with a total of 10,648 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 $52,416 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
BILL SEIDLE'S NISSAN - 19074
©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-16045-0 | Page 2 of 12
Polk's Territory Pro Report − BILL SEIDLE'S NISSAN - 19074 | Data as of: Jun-2015
How large is the fleet industry in my market by registrations?
• The total industry in the market is 566 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 33178 MIAMI with 255 vehicles registered.
This map displays Nissan NLC segment fleet volume by ZIP code.
Dealer Location
★
BILL
SEIDLE'S
NISSAN 19074
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.
0-5
5-29
29-87
87-110
110-116
A-16045-0 | Page 3 of 12
Polk's Territory Pro Report − BILL SEIDLE'S NISSAN - 19074 | 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 33178 MIAMI with 125 firms who have total of 2645
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
★
BILL
SEIDLE'S
NISSAN 19074
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.
0-1
1-6
6-20
20-25
25-27
A-16045-0 | Page 4 of 12
Polk's Territory Pro Report − BILL SEIDLE'S NISSAN - 19074 | Data as of: Jun-2015
How is the Nissan NLC brand performing in my market?
• Overall Nissan NLC market share is 13.78% in my territory.
Share by Zip Code 12 months ending June 2015
• In the largest industry volume ZIP code, 33178 MIAMI, Nissan
NLC's share is 7.06%.
• In the largest Nissan NLC volume ZIP code, 33178 MIAMI, Nissan
NLC's share is 7.06% with 18 units.
This map displays Nissan NLC share performance throughout the PMA, highlighting areas of both strength and
opportunity.
Dealer Location
★
BILL SEIDLE'S NISSAN 19074
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.
0.03.06
3.069.19
9.1918.37
18.3730.62
30.62100.0
A-16045-0 | Page 5 of 12
Polk's Territory Pro Report − BILL SEIDLE'S NISSAN - 19074 | Data as of: Jun-2015
How is the Nissan NLC compare against key competitors locally?
•
The top competitor in my territory is FORD with 46.29% of the market,
32.51 points ahead of Nissan NLC.
Share of Overall Fleet Market
1%
1%
9%
10%
46%
14%
FORD
CHEVROLET
NISSAN
MERCEDES-BENZ
RAM
GMC
FREIGHTLINER
19%
Brand share of the overall fleet market within the territory compared against local competition
New Registration by Make
Business
Government
Individual
300
250
200
150
100
50
0
CHEVROLET
FORD
FREIGHTLINER
GMC
MERCEDES-BENZ
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
NISSAN
RAM
A-16045-0 | Page 6 of 12
Polk's Territory Pro Report − BILL SEIDLE'S NISSAN - 19074 | 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 FOOD STORES with 100% of the total segment volume owned by that category.
• Nissan NLC's next strongest customer group locally is LUMBER & WOOD PRODS EXCEPT FURNTR MFRS with 50% of that market.
Brand Share by Top 10 SIC2 Group
NISSAN
FORD
CHEVROLET
MERCEDES-BENZ
RAM
OTHERS
100%
80%
60%
40%
20%
HOTELS ROOMING
HOUSES & CAMPS
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
MISCELLANEOUS
SERVICES NEC
HEALTH
SERVICES
EXECUTIVE LEGISLATIVE
& GENERAL GOVT
LOCAL / SUBURBAN
TRANSIT & HWY
PASSENGER
AUTO REPAIR SERVICES &
PARKING / RENTAL
BUSINESS
SERVICES
WHOLESALE
TRADE-NONDURABLE
GOODS
WHOLESALE
TRADE-DURABLE GOODS
/ ELECTRICAL
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
0%
A-16045-0 | Page 7 of 12
Polk's Territory Pro Report − BILL SEIDLE'S NISSAN - 19074 | Data as of: Jun-2015
Which brands are most popular among different commercial customers?
• In the top 10 SIC codes there were 191 registrations across 99
firms. This is:
−
−
69.96% of all segment registrations
61.49% of all firms
Top 10 SIC Codes in PMA
Number of Firms
Number of Vehicles
6
0
0
AUTO REPAIR SERVICES &
PARKING/RENTAL
EXECUTIVE LEGISLATIVE
& GENERAL GOVT
12
5
WHOLESALE
TRADE-NONDURABLE
GOODS
10
ENGINEERING &
ACCOUNTING & MGMT
SVCS
18
WHOLESALE
TRADE-DURABLE
GOODS/ELECTRICAL
24
15
MISCELLANEOUS
SERVICES NEC
30
20
LOCAL/SUBURBAN
TRANSIT & HWY
PASSENGER
36
25
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
30
HEALTH
SERVICES
42
BUSINESS
SERVICES
35
SIC4 Subgroups within CONSTRUCTION-SPECIAL TRADE CONTRACTORS
• Within CONSTRUCTION-SPECIAL TRADE CONTRACTORS,
the top 3 subgroups account for 33 registrations and 26 firms
−
−
91.67% of all segment registrations within the
category
89.66% of all firms in the SIC group
Number of Firms
Number of Vehicles
9
12
6
8
3
4
0
0
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
CARPENTRY
WORK
16
FLOOR LAYING
& OTHER FLOOR
WORK NEC
12
SPECIAL TRADE
CONTRACTORS
NEC
20
GLASS &
GLAZING WORK
15
ELECTRICAL
WORK
24
PLUMBING
HEATING & AIR
CONDITIONING
18
A-16045-0 | Page 8 of 12
Polk's Territory Pro Report − BILL SEIDLE'S NISSAN - 19074 | Data as of: Jun-2015
How should I focus my sales and marketing efforts?
•
ELECTRICAL WORK is the SIC4 group with the greatest
additional opportunity – 2 units if Nissan NLC's overall
share of 25.00% within the SIC2 group is achieved.
SIC4 within
Total
Vehicles
Nissan
NLC
Volume
Nissan
NLC
Share
Additional
Opportunity
13
2
Electrical Work
Carpentry Work
Floor Laying & Other Floor Work Nec
Plumbing Heating & Air Conditioning
Glass & Glazing Work
Special Trade Contractors Nec
15%
2
1
0%
1
1
0%
1
18
5
28%
0
2
1
50%
0
1
1
100%
0
Top 10 Vehicles within SIC4 ELECTRICAL WORK
FORD TRANSIT CONNECT
VAN XLUND
7
CHEVROLET EXPRESS
G20UND
2
NISSAN NV 150250
2
FORD TRANSIT VAN
TSTT15
1
FORD TRANSIT VAN
TSTT25
1
OTHER
0
1
2
3
4
5
6
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
7
8
A-16045-0 | Page 9 of 12
Polk's Territory Pro Report − BILL SEIDLE'S NISSAN - 19074 | 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
• Increasing to territory average in that ZIP would result in 0
additional units
Top 5 ZIPs
33178
Miami
33166 Miami 33172 Miami 33165 Miami 33175 Miami
Make
PMA
Volume
PMA
Share
Volume
255
197
103
91
86
CHEVROLET
89
7.8%
ZIP Volume
11
25
9
6
5
ZIP Share
4.3%
12.7%
8.7%
6.6%
5.8%
ZIP + / - Share
<3.5>
4.9
0.9
<1.2>
<2>
• There are 714 firms located in that same ZIP code
DODGE
140
12.3%
• Overall, there are 10,149 firms in the top 5 ZIPs
TOYOTA
FORD
HONDA
146
12.8%
230
20.2%
265
23.2%
ZIP Volume
24
25
10
13
11
ZIP Share
9.4%
12.7%
9.7%
14.3%
12.8%
ZIP + / - Share
<2.9>
0.4
<2.6>
2
0.5
ZIP Volume
62
10
10
12
6
ZIP Share
24.3%
5.1%
9.7%
13.2%
7.0%
ZIP + / - Share
11.5
<7.7>
<3.1>
0.4
<5.8>
ZIP Volume
23
87
21
10
7
ZIP Share
9.0%
44.2%
20.4%
11.0%
8.1%
ZIP + / - Share
<11.2>
24
0.2
<9.2>
<12>
ZIP Volume
87
14
18
33
22
ZIP Share
34.1%
7.1%
17.5%
36.3%
25.6%
ZIP + / - Share
10.9
<16.1>
<5.8>
13
2.3
# Firms by ZIP
33178
33166
33172
33165
33175
0
500
1,000
1,500
2,000
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
2,500
3,000
A-16045-0 | Page 10 of 12
Polk's Territory Pro Report − BILL SEIDLE'S NISSAN - 19074 | 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 (29.19%)
5-9 employees (19.25%)
Firms by Total Number of Employees
50
40
30
20
10
0
0/unknown
5000-9999
1000-4999
500-999
250-499
100-249
50-99
20-49
$1 - 499(32.92%)
$1000 - 2499(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)
60
50
40
30
20
10
0
$0/unknown
$100000 499999
$50000 99999
$20000 49999
$10000 19000
$5000 9999
$2500 4999
$1000 2499
$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-16045-0 | Page 11 of 12
Polk's Territory Pro Report − BILL SEIDLE'S NISSAN - 19074 | 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 $52,416 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:
−
−
−
33178 - 132 Units
33165 - 119 Units
33172 - 106 Units
• These 3 ZIPs account for 40.16% of all Nissan NLC vehicles in
operation.
0<4
Years
Total
Potential
208
208
Labor Potential
$26,208
$26,208
Parts Potential
$26,208
$26,208
Total Fixed Ops Potential
$52,416
$52,416
Vehicle in Operation
This map displays the distribution of Nissan NLC VIO in my territory.
Boundaries
Dealer Location
★
BILL SEIDLE'S
NISSAN 19074
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.
0-1
1-8
8-25
25-32
32-34
A-16045-0 | Page 12 of 12