BERT OGDEN NISSAN - 2871-201506

.
BERT OGDEN NISSAN - 2871
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:
78501, 78502, 78503, 78504, 78505, 78516, 78537, 78539, 78541, 78557, 78560, 78565, 78570, 78572, 78573,
78574, 78576, 78577, 78579, 78589, 78595, 78596, 78599
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
A-13121-0 | Page 1 of 12
Polk's Territory Pro Report − BERT OGDEN NISSAN - 2871 | Data as of: Jun-2015
PMA Overview / Key Points / Action Items
ZIP Codes within Territory
VIO
•
There are 4,500 firms, with a total of 6,412 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
• SOCIAL SERVICES is the SIC2 group with the most segment
vehicles, led by CHEVROLET
• INDIVIDUAL & FAMILY SOCIAL SERVICES is the SIC4 group
with the most additional opportunity for Nissan NLC
Fixed Operations
• There is $10,584 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
BERT OGDEN NISSAN - 2871
©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-13121-0 | Page 2 of 12
Polk's Territory Pro Report − BERT OGDEN NISSAN - 2871 | Data as of: Jun-2015
How large is the fleet industry in my market by registrations?
• The total industry in the market is 170 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 78501 MCALLEN with 37 vehicles registered.
This map displays Nissan NLC segment fleet volume by ZIP code.
Dealer Location
★
BERT OGDEN
NISSAN 2871
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-13121-0 | Page 3 of 12
Polk's Territory Pro Report − BERT OGDEN NISSAN - 2871 | 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 78572 MISSION with 1531 firms who have total of 806
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
★
BERT OGDEN
NISSAN 2871
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
3-3
3-4
A-13121-0 | Page 4 of 12
Polk's Territory Pro Report − BERT OGDEN NISSAN - 2871 | Data as of: Jun-2015
How is the Nissan NLC brand performing in my market?
• Overall Nissan NLC market share is 10.59% in my territory.
Share by Zip Code 12 months ending June 2015
• In the largest industry volume ZIP code, 78501 MCALLEN, Nissan
NLC's share is 8.11%.
• In the largest Nissan NLC volume ZIP code, 78539 EDINBURG,
Nissan NLC's share is 38.1% with 8 units.
This map displays Nissan NLC share performance throughout the PMA, highlighting areas of both strength and
opportunity.
Dealer Location
★
BERT OGDEN NISSAN 2871
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.
0.02.35
2.357.06
7.0614.12
14.1223.53
23.53100.0
A-13121-0 | Page 5 of 12
Polk's Territory Pro Report − BERT OGDEN NISSAN - 2871 | Data as of: Jun-2015
How is the Nissan NLC compare against key competitors locally?
•
The top competitor in my territory is FORD with 45.29% of the market,
34.7 points ahead of Nissan NLC.
Share of Overall Fleet Market
1%
2%
10%
11%
45%
14%
FORD
CHEVROLET
MERCEDES-BENZ
NISSAN
RAM
GMC
FREIGHTLINER
18%
Brand share of the overall fleet market within the territory compared against local competition
New Registration by Make
Business
Government
Individual
90
80
70
60
50
40
30
20
10
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-13121-0 | Page 6 of 12
Polk's Territory Pro Report − BERT OGDEN NISSAN - 2871 | 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 & KINDRED PRODUCTS MFRS/MEAT PRODUCTS with 100% of the total segment
volume owned by that category.
• Nissan NLC's next strongest customer group locally is MOTOR FREIGHT TRANSPORTATION/WAREHOUSE with 50% of that market.
Brand Share by Top 10 SIC2 Group
CHEVROLET
RAM
FORD
NISSAN
MERCEDES-BENZ
100%
80%
60%
40%
20%
WHOLESALE
TRADE-DURABLE GOODS
/ ELECTRICAL
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
COMMUNICATIONS
MOTOR FREIGHT
TRANSPORTATION /
WAREHOUSE
LOCAL / SUBURBAN
TRANSIT & HWY
PASSENGER
FOOD & KINDRED
PRODUCTS MFRS / MEAT
PRODUCTS
MEMBERSHIP
ORGANIZATIONS
EDUCATIONAL
SERVICES
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
ENGINEERING &
ACCOUNTING & MGMT
SVCS
SOCIAL
SERVICES
0%
A-13121-0 | Page 7 of 12
Polk's Territory Pro Report − BERT OGDEN NISSAN - 2871 | Data as of: Jun-2015
Which brands are most popular among different commercial customers?
• In the top 10 SIC codes there were 35 registrations across 17
firms. This is:
−
−
71.43% of all segment registrations
58.62% of all firms
Top 10 SIC Codes in PMA
Number of Firms
Number of Vehicles
4.5
8.1
4.0
7.2
3.5
6.3
3.0
5.4
2.5
4.5
2.0
3.6
1.5
2.7
1.0
1.8
0.5
0.9
0.0
BUSINESS SERVICES
0.0
CONSTRUCTION-SPECIAL TRADE CONTRACTORS
ENGINEERING & ACCOUNTING & MGMT SVCS
MEMBERSHIP ORGANIZATIONS
MOTOR FREIGHT TRANSPORTATION/WAREHOUSE
SIC4 Subgroups within SOCIAL SERVICES
• Within SOCIAL SERVICES, the top 3 subgroups account for 7
registrations and 1 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
INDIVIDUAL & FAMILY SOCIAL SERVICES
©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-13121-0 | Page 8 of 12
Polk's Territory Pro Report − BERT OGDEN NISSAN - 2871 | Data as of: Jun-2015
How should I focus my sales and marketing efforts?
•
INDIVIDUAL & FAMILY SOCIAL SERVICES 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
Individual & Family Social Services
Nissan
NLC
Volume
7
Nissan
NLC
Share
Additional
Opportunity
0%
Top 10 Vehicles within SIC4 INDIVIDUAL & FAMILY SOCIAL SERVICES
CHEVROLET EXPRESS
G30LS
7
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-13121-0 | Page 9 of 12
Polk's Territory Pro Report − BERT OGDEN NISSAN - 2871 | 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 78574
• Increasing to territory average in that ZIP would result in 2
additional units
• There are 1,082 firms located in that same ZIP code
Top 5 ZIPs
78501
Mcallen
78572
Mission
78574
Mission
78577 Pharr
78596
Weslaco
Make
PMA
Volume
PMA
Share
Volume
37
27
23
21
17
RAM
17
10.0%
ZIP Volume
5
0
0
2
6
ZIP Share
13.5%
0.0%
0.0%
9.5%
35.3%
ZIP + / - Share
3.5
<10>
<10>
<0.5>
25.3
NISSAN
18
10.6%
• Overall, there are 109,249 firms in the top 5 ZIPs
MERCEDESBENZ
CHEVROLET
FORD
24
30
77
14.1%
17.6%
45.3%
ZIP Volume
3
4
1
6
1
ZIP Share
8.1%
14.8%
4.3%
28.6%
5.9%
ZIP + / - Share
<2.5>
4.2
<6.2>
18
<4.7>
ZIP Volume
5
4
0
5
3
ZIP Share
13.5%
14.8%
0.0%
23.8%
17.6%
ZIP + / - Share
<0.6>
0.7
<14.1>
9.7
3.5
ZIP Volume
4
1
11
2
5
ZIP Share
10.8%
3.7%
47.8%
9.5%
29.4%
ZIP + / - Share
<6.8>
<13.9>
30.2
<8.1>
11.8
ZIP Volume
20
16
10
6
2
ZIP Share
54.1%
59.3%
43.5%
28.6%
11.8%
ZIP + / - Share
8.8
14
<1.8>
<16.7>
<33.5>
# Firms by ZIP
78501
78572
78574
78577
78596
0K
5K
10K
15K
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
20K
25K
30K
A-13121-0 | Page 10 of 12
Polk's Territory Pro Report − BERT OGDEN NISSAN - 2871 | 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 (27.59%)
5-9 employees (13.79%)
Firms by Total Number of Employees
9
8
6
4
3
2
0
0/unknown
1000-4999
250-499
50-99
20-49
$1 - 499(31.03%)
$1000 - 2499(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)
10
9
8
6
4
3
2
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-13121-0 | Page 11 of 12
Polk's Territory Pro Report − BERT OGDEN NISSAN - 2871 | 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 $10,584 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:
−
−
−
78501 - 9 Units
78572 - 8 Units
78504 - 7 Units
• These 3 ZIPs account for 57.14% of all Nissan NLC vehicles in
operation.
0<4
Years
Total
Potential
42
42
Labor Potential
$5,292
$5,292
Parts Potential
$5,292
$5,292
$10,584
$10,584
Vehicle in Operation
Total Fixed Ops Potential
This map displays the distribution of Nissan NLC VIO in my territory.
Boundaries
Dealer Location
★
BERT OGDEN
NISSAN - 2871
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
1-5
5-6
6-7
A-13121-0 | Page 12 of 12