AUTONATION NISSAN KENDALL - 3606-201506

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AUTONATION NISSAN KENDALL - 3606
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:
33032, 33092, 33143, 33156, 33157, 33158, 33170, 33173, 33176, 33177, 33186, 33189, 33190, 33197, 33256,
33257, 33296
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
A-13536-0 | Page 1 of 12
Polk's Territory Pro Report − AUTONATION NISSAN KENDALL - 3606 | Data as of: Jun-2015
PMA Overview / Key Points / Action Items
ZIP Codes within Territory
VIO
•
There are 2,598 firms, with a total of 3,383 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
• AUTOMOTIVE DEALERS & SERVICE STATIONS is the SIC2
group with the most segment vehicles, led by FORD
• MOTOR VEHICLE DEALERS-NEW & USED is the SIC4 group
with the most additional opportunity for Nissan NLC
Fixed Operations
• There is $12,600 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
AUTONATION NISSAN KENDALL - 3606
©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-13536-0 | Page 2 of 12
Polk's Territory Pro Report − AUTONATION NISSAN KENDALL - 3606 | Data as of: Jun-2015
How large is the fleet industry in my market by registrations?
• The total industry in the market is 101 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 33157 MIAMI with 35 vehicles registered.
This map displays Nissan NLC segment fleet volume by ZIP code.
Dealer Location
★
AUTONATION
NISSAN
KENDALL 3606
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
0-2
2-8
8-10
10-11
A-13536-0 | Page 3 of 12
Polk's Territory Pro Report − AUTONATION NISSAN KENDALL - 3606 | 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 33157 MIAMI with 1494 firms who have total of 1074
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
★
AUTONATION
NISSAN
KENDALL 3606
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
1-5
5-6
6-7
A-13536-0 | Page 4 of 12
Polk's Territory Pro Report − AUTONATION NISSAN KENDALL - 3606 | Data as of: Jun-2015
How is the Nissan NLC brand performing in my market?
• Overall Nissan NLC market share is 22.77% in my territory.
Share by Zip Code 12 months ending June 2015
• In the largest industry volume ZIP code, 33157 MIAMI, Nissan
NLC's share is 20%.
• In the largest Nissan NLC volume ZIP code, 33186 MIAMI, Nissan
NLC's share is 23.86% with 21 units.
This map displays Nissan NLC share performance throughout the PMA, highlighting areas of both strength and
opportunity.
Dealer Location
★
AUTONATION NISSAN
KENDALL - 3606
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.
0.05.06
5.0615.18
15.1830.36
30.3650.6
50.6100.0
A-13536-0 | Page 5 of 12
Polk's Territory Pro Report − AUTONATION NISSAN KENDALL - 3606 | Data as of: Jun-2015
How is the Nissan NLC compare against key competitors locally?
•
The top competitor in my territory is FORD with 46.53% of the market,
23.76 points ahead of Nissan NLC.
Share of Overall Fleet Market
3%
7%
10%
47%
11%
FORD
NISSAN
CHEVROLET
MERCEDES-BENZ
RAM
GMC
23%
Brand share of the overall fleet market within the territory compared against local competition
New Registration by Make
Business
Individual
50
40
30
20
10
0
CHEVROLET
FORD
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-13536-0 | Page 6 of 12
Polk's Territory Pro Report − AUTONATION NISSAN KENDALL - 3606 | 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 BUILDING CONSTRUCTION-GEN CONTRACTORS with 100% of the total segment volume
owned by that category.
• Nissan NLC's next strongest customer group locally is EATING & DRINKING PLACES with 100% of that market.
Brand Share by Top 10 SIC2 Group
NISSAN
FORD
MERCEDES-BENZ
RAM
100%
80%
60%
40%
20%
MISCELLANEOUS
RETAIL
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
EATING & DRINKING
PLACES
HOME FURNITURE &
FURNISHINGS STORES
WHOLESALE
TRADE-DURABLE GOODS
/ ELECTRICAL
BUILDING
CONSTRUCTION-GEN
CONTRACTORS
PERSONAL / FUNERAL
SERVICE & CREMATORIES
LOCAL / SUBURBAN
TRANSIT & HWY
PASSENGER
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
HEALTH
SERVICES
AUTOMOTIVE DEALERS &
SERVICE STATIONS
0%
A-13536-0 | Page 7 of 12
Polk's Territory Pro Report − AUTONATION NISSAN KENDALL - 3606 | Data as of: Jun-2015
Which brands are most popular among different commercial customers?
• In the top 10 SIC codes there were 33 registrations across 17
firms. This is:
−
−
84.62% of all segment registrations
73.91% of all firms
Top 10 SIC Codes in PMA
Number of Firms
Number of Vehicles
PERSONAL/FUNERAL
SERVICE & CREMATORIES
0
AUTOMOTIVE DEALERS &
SERVICE STATIONS
0.0
MISCELLANEOUS
RETAIL
4
WHOLESALE
TRADE-DURABLE
GOODS/ELECTRICAL
1.0
LOCAL/SUBURBAN
TRANSIT & HWY
PASSENGER
8
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
2.0
HEALTH
SERVICES
12
HOME FURNITURE &
FURNISHINGS STORES
3.0
BUILDING
CONSTRUCTION-GEN
CONTRACTORS
16
EATING & DRINKING
PLACES
4.0
SIC4 Subgroups within AUTOMOTIVE DEALERS & SERVICE STATIONS
• Within AUTOMOTIVE DEALERS & SERVICE STATIONS, the top
3 subgroups account for 11 registrations and 4 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
8
3.5
7
3.0
6
2.5
5
2.0
4
1.5
3
1.0
2
0.5
1
0.0
MOTOR VEHICLE DEALERS-NEW & USED
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
MOTOR VEHICLE DEALERS-USED ONLY
0
A-13536-0 | Page 8 of 12
Polk's Territory Pro Report − AUTONATION NISSAN KENDALL - 3606 | Data as of: Jun-2015
How should I focus my sales and marketing efforts?
•
MOTOR VEHICLE DEALERS-NEW & USED is the SIC4
group with the greatest additional opportunity – 3 units if
Nissan NLC's overall share of 36.36% within the SIC2
group is achieved.
Total
Vehicles
SIC4 within
Motor Vehicle Dealers-New & Used
Motor Vehicle Dealers-Used Only
Nissan
NLC
Volume
Nissan
NLC
Share
0%
3
4
100%
-2
7
4
Additional
Opportunity
Top 10 Vehicles within SIC4 MOTOR VEHICLE DEALERS-NEW & USED
FORD TRANSIT VAN
TSTT15
3
MERCEDES-BENZ SPRINTER
250UND
3
FORD TRANSIT CONNECT
VAN XLUND
1
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-13536-0 | Page 9 of 12
Polk's Territory Pro Report − AUTONATION NISSAN KENDALL - 3606 | 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 33189
• Increasing to territory average in that ZIP would result in 1
additional units
• There are 6,770 firms located in that same ZIP code
• Overall, there are 63,391 firms in the top 5 ZIPs
Top 5 ZIPs
33157
Miami
33176 Miami 33156 Miami 33177 Miami 33189 Miami
Make
PMA
Volume
PMA
Share
Volume
35
21
10
10
8
RAM
7
6.9%
ZIP Volume
4
1
0
1
1
MERCEDESBENZ
CHEVROLET
NISSAN
10
11
23
FORD
47
9.9%
10.9%
22.8%
46.5%
ZIP Share
11.4%
4.8%
0.0%
10.0%
12.5%
ZIP + / - Share
4.5
<2.2>
<6.9>
3.1
5.6
ZIP Volume
2
2
0
1
4
ZIP Share
5.7%
9.5%
0.0%
10.0%
50.0%
ZIP + / - Share
<4.2>
<0.4>
<9.9>
0.1
40.1
ZIP Volume
7
0
0
2
1
ZIP Share
20.0%
0.0%
0.0%
20.0%
12.5%
ZIP + / - Share
9.1
<10.9>
<10.9>
9.1
1.6
ZIP Volume
7
4
2
3
1
ZIP Share
20.0%
19.0%
20.0%
30.0%
12.5%
ZIP + / - Share
<2.8>
<3.7>
<2.8>
7.2
<10.3>
ZIP Volume
15
14
8
2
1
ZIP Share
42.9%
66.7%
80.0%
20.0%
12.5%
ZIP + / - Share
<3.7>
20.1
33.5
<26.5>
<34>
# Firms by ZIP
33157
33176
33156
33177
33189
0K
3K
6K
9K
12K
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
15K
18K
21K
A-13536-0 | Page 10 of 12
Polk's Territory Pro Report − AUTONATION NISSAN KENDALL - 3606 | 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 (43.48%)
20-49 employees (21.74%)
Firms by Total Number of Employees
12
10
8
6
4
2
0
0/unknown
1000-4999
100-249
50-99
$1 - 499(47.83%)
$1000 - 2499(13.04%)
20-49
−
−
5-9
1-4
• The majority of firms in my area have annual sales (in
thousands) of
Firms by Annual Sales Volume (in thousands)
12
10
8
6
4
2
0
$0/unknown
$500000 999999
$20000 49999
$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-13536-0 | Page 11 of 12
Polk's Territory Pro Report − AUTONATION NISSAN KENDALL - 3606 | 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 $12,600 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:
−
−
−
33157 - 28 Units
33176 - 10 Units
33170 - 5 Units
• These 3 ZIPs account for 86.00% of all Nissan NLC vehicles in
operation.
0<4
Years
Total
Potential
50
50
Labor Potential
$6,300
$6,300
Parts Potential
$6,300
$6,300
$12,600
$12,600
Vehicle in Operation
Total Fixed Ops Potential
This map displays the distribution of Nissan NLC VIO in my territory.
Boundaries
Dealer Location
★
AUTONATION
NISSAN
KENDALL 3606
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
0-2
2-7
7-9
9-10
A-13536-0 | Page 12 of 12