KOEPPEL NISSAN - 2157-201506

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KOEPPEL NISSAN - 2157
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:
10035, 10044, 10451, 10454, 10455, 10474, 11101, 11102, 11103, 11104, 11105, 11106, 11109, 11120, 11205,
11206, 11211, 11216, 11221, 11222, 11237, 11249, 11351, 11354, 11355, 11356, 11367, 11368, 11369, 11370,
11371, 11372, 11373, 11374, 11375, 11377, 11378, 11379, 11380, 11381, 11385
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
A-13330-0 | Page 1 of 12
Polk's Territory Pro Report − KOEPPEL NISSAN - 2157 | Data as of: Jun-2015
PMA Overview / Key Points / Action Items
ZIP Codes within Territory
VIO
•
There are 9,534 firms, with a total of 19,324 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
• HOLDING & OTHER INVESTMENT OFFICES is the SIC2
group with the most segment vehicles, led by FORD
• OFFICES OF HOLDING COMPANIES NEC is the SIC4 group
with the most additional opportunity for Nissan NLC
Fixed Operations
• There is $63,000 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
KOEPPEL NISSAN - 2157
©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-13330-0 | Page 2 of 12
Polk's Territory Pro Report − KOEPPEL NISSAN - 2157 | Data as of: Jun-2015
How large is the fleet industry in my market by registrations?
• The total industry in the market is 1508 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 11369 FLUSHING with 527 vehicles registered.
This map displays Nissan NLC segment fleet volume by ZIP code.
Dealer Location
★
KOEPPEL
NISSAN 2157
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.
0-25
25-128
128-386
386-489
489-515
A-13330-0 | Page 3 of 12
Polk's Territory Pro Report − KOEPPEL NISSAN - 2157 | 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 11368 FLUSHING with 1227 firms who have total of
1568 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
★
KOEPPEL
NISSAN 2157
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
0-2
2-6
6-7
7-8
A-13330-0 | Page 4 of 12
Polk's Territory Pro Report − KOEPPEL NISSAN - 2157 | Data as of: Jun-2015
How is the Nissan NLC brand performing in my market?
• Overall Nissan NLC market share is 3.71% in my territory.
Share by Zip Code 12 months ending June 2015
• In the largest industry volume ZIP code, 11369 FLUSHING,
Nissan NLC's share is .19%.
• In the largest Nissan NLC volume ZIP code, 11101 LONG
ISLAND CITY, Nissan NLC's share is 9.7% with 13 units.
This map displays Nissan NLC share performance throughout the PMA, highlighting areas of both strength and
opportunity.
Dealer Location
Boundaries
RYTD Share
Zip Code
★
KOEPPEL NISSAN - 2157
PMA
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
0.00.82
0.822.47
2.474.95
4.958.24
8.24100.0
A-13330-0 | Page 5 of 12
Polk's Territory Pro Report − KOEPPEL NISSAN - 2157 | Data as of: Jun-2015
How is the Nissan NLC compare against key competitors locally?
The top competitor in my territory is FORD with 57.63% of the market,
53.92 points ahead of Nissan NLC.
•
Share of Overall Fleet Market
4%
4%
6%
8%
8%
58%
FORD
MERCEDES-BENZ
CHEVROLET
FREIGHTLINER
RAM
GMC
NISSAN
13%
Brand share of the overall fleet market within the territory compared against local competition
New Registration by Make
Business
Government
Individual
1,050
900
750
600
450
300
150
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-13330-0 | Page 6 of 12
Polk's Territory Pro Report − KOEPPEL NISSAN - 2157 | 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 INDUSTRIAL & COMMERCIAL MACHINERY MFRS with 100% of the total segment volume
owned by that category.
• Nissan NLC's next strongest customer group locally is FOOD & KINDRED PRODUCTS MFRS/MEAT PRODUCTS with 80% of that market.
Brand Share by Top 10 SIC2 Group
FORD
CHEVROLET
NISSAN
MERCEDES-BENZ
FREIGHTLINER
OTHERS
100%
80%
60%
40%
20%
WHOLESALE
TRADE-NONDURABLE
GOODS
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
LOCAL / SUBURBAN
TRANSIT & HWY
PASSENGER
BUILDING
CONSTRUCTION-GEN
CONTRACTORS
AUTOMOTIVE DEALERS &
SERVICE STATIONS
ELECTRIC GAS &
SANITARY SERVICES
BUSINESS
SERVICES
REAL
ESTATE
AUTO REPAIR SERVICES &
PARKING / RENTAL
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
HOLDING & OTHER
INVESTMENT OFFICES
0%
A-13330-0 | Page 7 of 12
Polk's Territory Pro Report − KOEPPEL NISSAN - 2157 | Data as of: Jun-2015
Which brands are most popular among different commercial customers?
• In the top 10 SIC codes there were 812 registrations across 158
firms. This is:
−
−
81.20% of all segment registrations
62.20% of all firms
Top 10 SIC Codes in PMA
Number of Firms
Number of Vehicles
ELECTRIC GAS &
SANITARY SERVICES
AUTO REPAIR SERVICES &
PARKING/RENTAL
AUTOMOTIVE DEALERS &
SERVICE STATIONS
WHOLESALE
TRADE-NONDURABLE
GOODS
LOCAL/SUBURBAN
TRANSIT & HWY
PASSENGER
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
REAL
ESTATE
HOLDING & OTHER
INVESTMENT OFFICES
BUILDING
CONSTRUCTION-GEN
CONTRACTORS
BUSINESS
SERVICES
80
70
60
50
40
30
20
10
0
480
420
360
300
240
180
120
60
0
SIC4 Subgroups within HOLDING & OTHER INVESTMENT OFFICES
• Within HOLDING & OTHER INVESTMENT OFFICES, the top 3
subgroups account for 385 registrations and 2 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
480
3.5
420
3.0
360
2.5
300
2.0
240
1.5
180
1.0
120
0.5
60
0.0
OFFICES OF HOLDING COMPANIES NEC
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
0
A-13330-0 | Page 8 of 12
Polk's Territory Pro Report − KOEPPEL NISSAN - 2157 | Data as of: Jun-2015
How should I focus my sales and marketing efforts?
•
OFFICES OF HOLDING COMPANIES NEC 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
Offices Of Holding Companies Nec
Nissan
NLC
Volume
385
Nissan
NLC
Share
Additional
Opportunity
0%
Top 10 Vehicles within SIC4 OFFICES OF HOLDING COMPANIES NEC
FORD TRANSIT VAN
TSTT35
313
FORD TRANSIT VAN
TSTT15
71
CHEVROLET EXPRESS
1
G30LT
OTHER
0
50
100
150
200
250
300
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
350
A-13330-0 | Page 9 of 12
Polk's Territory Pro Report − KOEPPEL NISSAN - 2157 | 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
• There are 4,788 firms located in that same ZIP code
• Overall, there are 27,198 firms in the top 5 ZIPs
Top 5 ZIPs
11369
Flushing
11101 Long
Island City
11222
Brooklyn
11377
Flushing
11105 Long
Island City
527
134
132
127
92
Make
PMA
Volume
PMA
Share
Volume
RAM
89
5.9%
ZIP Volume
1
24
12
4
1
ZIP Share
0.2%
17.9%
9.1%
3.2%
1.1%
ZIP + / - Share
<5.7>
12
3.2
<2.8>
<4.8>
ZIP Volume
0
12
0
87
0
FREIGHTLIN
ER
CHEVROLET
MERCEDESBENZ
FORD
119
121
191
869
7.9%
8.0%
12.7%
57.6%
ZIP Share
0.0%
9.0%
0.0%
68.5%
0.0%
ZIP + / - Share
<7.9>
1.1
<7.9>
60.6
<7.9>
ZIP Volume
2
18
31
5
1
ZIP Share
0.4%
13.4%
23.5%
3.9%
1.1%
ZIP + / - Share
<7.6>
5.4
15.5
<4.1>
<6.9>
ZIP Volume
3
22
26
9
2
ZIP Share
0.6%
16.4%
19.7%
7.1%
2.2%
ZIP + / - Share
<12.1>
3.8
7
<5.6>
<10.5>
ZIP Volume
518
40
57
19
51
ZIP Share
98.3%
29.9%
43.2%
15.0%
55.4%
ZIP + / - Share
40.7
<27.8>
<14.4>
<42.7>
<2.2>
# Firms by ZIP
11369
11101
11222
11377
11105
0K
2K
4K
6K
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
8K
10K
12K
A-13330-0 | Page 10 of 12
Polk's Territory Pro Report − KOEPPEL NISSAN - 2157 | 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 (31.50%)
10-19 employees (16.54%)
Firms by Total Number of Employees
90
75
60
45
30
15
0
$20000 49999
0/unknown
250-499
$10000 19000
500-999
100-249
50-99
20-49
$1 - 499(32.28%)
$1000 - 2499(16.93%)
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)
90
75
60
45
30
15
0
$0/unknown
$50000 99999
$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-13330-0 | Page 11 of 12
Polk's Territory Pro Report − KOEPPEL NISSAN - 2157 | 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 $63,000 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:
−
−
−
11101 - 47 Units
11378 - 32 Units
11222 - 23 Units
• These 3 ZIPs account for 40.80% of all Nissan NLC vehicles in
operation.
0<4
Years
Total
Potential
250
250
Labor Potential
$31,500
$31,500
Parts Potential
$31,500
$31,500
Total Fixed Ops Potential
$63,000
$63,000
Vehicle in Operation
This map displays the distribution of Nissan NLC VIO in my territory.
Boundaries
Dealer Location
★
KOEPPEL
NISSAN - 2157
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
2-8
8-10
10-11
A-13330-0 | Page 12 of 12