GILES NISSAN - 2911-201506

Transcription

.
GILES NISSAN - 2911
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:
70501, 70502, 70503, 70504, 70505, 70506, 70507, 70508, 70509, 70510, 70511, 70516, 70517, 70518, 70520,
70525, 70526, 70527, 70529, 70531, 70533, 70537, 70543, 70548, 70555, 70558, 70559, 70560, 70575, 70578,
70582, 70583, 70592, 70593, 70596, 70598
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
A-13456-0 | Page 1 of 12
Polk's Territory Pro Report − GILES NISSAN - 2911 | Data as of: Jun-2015
PMA Overview / Key Points / Action Items
ZIP Codes within Territory
VIO
•
There are 2,119 firms, with a total of 3,846 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
• MISCELLANEOUS RETAIL is the SIC2 group with the most
segment vehicles, led by CHEVROLET
• MISCELLANEOUS RETAIL STORES NEC is the SIC4 group
with the most additional opportunity for Nissan NLC
Fixed Operations
• There is $9,324 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
GILES NISSAN - 2911
PMA
A-13456-0 | Page 2 of 12
How large is the fleet industry in my market by registrations?
• The total industry in the market is 196 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 70508 LAFAYETTE with 37 vehicles registered.
This map displays Nissan NLC segment fleet volume by ZIP code.
Dealer Location
★
GILES
NISSAN 2911
Boundaries
Fleet Volume
Zip Code
PMA
0-1
1-6
6-18
18-23
23-25
A-13456-0 | Page 3 of 12
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 70508 LAFAYETTE with 881 firms who have total of
534 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
★
GILES
NISSAN 2911
Boundaries
Number of firms
Zip Code
PMA
0-0
0-0
0-1
1-1
1-2
A-13456-0 | Page 4 of 12
How is the Nissan NLC brand performing in my market?
• Overall Nissan NLC market share is 4.08% in my territory.
Share by Zip Code 12 months ending June 2015
• In the largest industry volume ZIP code, 70508 LAFAYETTE,
Nissan NLC's share is 5.41%.
• In the largest Nissan NLC volume ZIP code, 70506 LAFAYETTE,
Nissan NLC's share is 12.5% with 3 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
★
GILES NISSAN - 2911
PMA
0.00.91
0.912.72
2.725.44
5.449.07
9.07100.0
A-13456-0 | Page 5 of 12
How is the Nissan NLC compare against key competitors locally?
•
The top competitor in my territory is FORD with 49.49% of the market,
45.41 points ahead of Nissan NLC.
Share of Overall Fleet Market
1%
4%
8%
9%
49%
FORD
CHEVROLET
RAM
MERCEDES-BENZ
NISSAN
GMC
29%
Brand share of the overall fleet market within the territory compared against local competition
New Registration by Make
Business
Government
Individual
120
100
80
60
40
20
0
CHEVROLET
FORD
GMC
MERCEDES-BENZ
NISSAN
RAM
A-13456-0 | Page 6 of 12
Which brands are most popular among different commercial customers?
• The commercial group where Nissan NLC's share is strongest is HOTELS ROOMING HOUSES & CAMPS with 100% of the total segment volume owned by
that category.
• Nissan NLC's next strongest customer group locally is ENGINEERING & ACCOUNTING & MGMT SVCS with 100% of that market.
Brand Share by Top 10 SIC2 Group
NISSAN
FORD
CHEVROLET
RAM
MERCEDES-BENZ
OTHERS
100%
80%
60%
40%
20%
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
EDUCATIONAL
SERVICES
HEALTH
SERVICES
BUSINESS
SERVICES
OIL & GAS
EXTRACTION
WHOLESALE
TRADE-DURABLE GOODS
/ ELECTRICAL
LEGAL
SERVICES
WHOLESALE
TRADE-NONDURABLE
GOODS
LOCAL / SUBURBAN
TRANSIT & HWY
PASSENGER
MISCELLANEOUS
RETAIL
0%
A-13456-0 | Page 7 of 12
Which brands are most popular among different commercial customers?
• In the top 10 SIC codes there were 89 registrations across 38
firms. This is:
−
−
84.76% of all segment registrations
73.08% of all firms
Top 10 SIC Codes in PMA
Number of Firms
Number of Vehicles
35
9.0
30
7.5
25
6.0
20
4.5
15
3.0
10
1.5
5
EDUCATIONAL
SERVICES
WHOLESALE
TRADE-NONDURABLE
GOODS
OIL & GAS
EXTRACTION
MISCELLANEOUS
RETAIL
WHOLESALE
TRADE-DURABLE
GOODS/ELECTRICAL
LOCAL/SUBURBAN
TRANSIT & HWY
PASSENGER
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
LEGAL
SERVICES
HEALTH
SERVICES
BUSINESS
SERVICES
0
SIC4 Subgroups within MISCELLANEOUS RETAIL
• Within MISCELLANEOUS RETAIL, the top 3 subgroups account
for 24 registrations and 7 firms
−
−
88.89% of all segment registrations within the
category
77.78% of all firms in the SIC group
Number of Firms
Number of Vehicles
4.0
24
3.5
21
3.0
18
2.5
15
2.0
12
1.5
9
1.0
6
0.5
3
0.0
MISCELLANEOUS
RETAIL STORES
NEC
DRUG STORES &
PROPRIETARY
STORES
GIFT NOVELTY &
SOUVENIR SHOPS
FLORISTS
SPORTING GOODS
& BICYCLE SHOPS
0
A-13456-0 | Page 8 of 12
How should I focus my sales and marketing efforts?
•
MISCELLANEOUS RETAIL STORES NEC is the SIC4
group with the greatest additional opportunity – 1 units if
Nissan NLC's overall share of 3.70% within the SIC2
group is achieved.
Nissan
NLC
Share
Additional
Opportunity
19
0%
1
3
0%
1
2
0%
1
1
0%
1
50%
0
Total
Vehicles
SIC4 within
Miscellaneous Retail Stores Nec
Drug Stores & Proprietary Stores
Gift Novelty & Souvenir Shops
Sporting Goods & Bicycle Shops
Florists
2
Nissan
NLC
Volume
1
Top 10 Vehicles within SIC4 MISCELLANEOUS RETAIL STORES NEC
CHEVROLET EXPRESS
G20UND
19
OTHER
0
3
6
9
12
15
18
21
A-13456-0 | Page 9 of 12
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 70507
• Increasing to territory average in that ZIP would result in 2
additional units
• There are 6,449 firms located in that same ZIP code
• Overall, there are 56,332 firms in the top 5 ZIPs
Top 5 ZIPs
70508
Lafayette
70501
Lafayette
70503
Lafayette
70506
Lafayette
70507
Lafayette
Make
PMA
Volume
PMA
Share
Volume
37
35
35
24
20
NISSAN
8
4.1%
ZIP Volume
2
0
1
3
0
MERCEDESBENZ
RAM
15
18
CHEVROLET
FORD
56
97
7.7%
9.2%
28.6%
49.5%
ZIP Share
5.4%
0.0%
2.9%
12.5%
0.0%
ZIP + / - Share
1.3
<4.1>
<1.2>
8.4
<4.1>
ZIP Volume
4
7
0
1
3
ZIP Share
10.8%
20.0%
0.0%
4.2%
15.0%
ZIP + / - Share
3.2
12.3
<7.7>
<3.5>
7.3
ZIP Volume
5
2
2
3
2
ZIP Share
13.5%
5.7%
5.7%
12.5%
10.0%
ZIP + / - Share
4.3
<3.5>
<3.5>
3.3
0.8
ZIP Volume
6
5
20
7
4
ZIP Share
16.2%
14.3%
57.1%
29.2%
20.0%
ZIP + / - Share
<12.4>
<14.3>
28.6
0.6
<8.6>
ZIP Volume
20
21
10
10
11
ZIP Share
54.1%
60.0%
28.6%
41.7%
55.0%
ZIP + / - Share
4.6
10.5
<20.9>
<7.8>
5.5
# Firms by ZIP
70508
70501
70503
70506
70507
0K
3K
6K
9K
12K
15K
18K
A-13456-0 | Page 10 of 12
What are the characteristics of firms in my area?
• The majority of firms in my area have
−
−
1-4 employees (15.38%)
5-9 employees (13.46%)
Firms by Total Number of Employees
24
20
16
12
8
4
0
0/unknown
10000+
1000-4999
250-499
100-249
20-49
$1 - 499(26.92%)
$1000 - 2499(9.62%)
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)
24
20
16
12
8
4
0
$0/unknown
$500000 999999
$100000 499999
$50000 99999
$20000 49999
$5000 9999
$2500 4999
$1000 2499
$500 - 999
$1 - 499
A-13456-0 | Page 11 of 12
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 $9,324 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:
−
−
−
70506 - 11 Units
70503 - 4 Units
70508 - 4 Units
• These 3 ZIPs account for 51.35% of all Nissan NLC vehicles in
operation.
0<4
Years
Total
Potential
37
37
Labor Potential
$4,662
$4,662
Parts Potential
$4,662
$4,662
Total Fixed Ops Potential
$9,324
$9,324
Vehicle in Operation
This map displays the distribution of Nissan NLC VIO in my territory.
Boundaries
Dealer Location
★
GILES NISSAN
- 2911
VIO
Zip Code
PMA
0-0
0-0
0-2
2-2
2-3
A-13456-0 | Page 12 of 12

GILES NISSAN - 2911-201506

Transcription

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