KING WINDWARD NISSAN - 98002-201506

Transcription

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KING WINDWARD NISSAN - 98002
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:
96717, 96730, 96734, 96744, 96795, 96825, 96863
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
A-13614-0 | Page 1 of 12
Polk's Territory Pro Report − KING WINDWARD NISSAN - 98002 | Data as of: Jun-2015
PMA Overview / Key Points / Action Items
ZIP Codes within Territory
VIO
•
There are 746 firms, with a total of 1,258 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 FORD
• SPECIAL TRADE CONTRACTORS NEC is the SIC4 group
with the most additional opportunity for Nissan NLC
Fixed Operations
• There is $6,048 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
KING WINDWARD NISSAN - 98002
PMA
A-13614-0 | Page 2 of 12
How large is the fleet industry in my market by registrations?
• The total industry in the market is 35 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 96744 KANEOHE with 21 vehicles registered.
This map displays Nissan NLC segment fleet volume by ZIP code.
Dealer Location
★
KING
WINDWARD
NISSAN 98002
Boundaries
Fleet Volume
Zip Code
PMA
0-0
0-1
1-3
3-4
4-5
A-13614-0 | 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 96744 KANEOHE with 2762 firms who have total of
379 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
★
KING
WINDWARD
NISSAN 98002
Boundaries
Number of firms
Zip Code
PMA
0-0
0-1
1-3
3-3
3-4
A-13614-0 | Page 4 of 12
How is the Nissan NLC brand performing in my market?
• Overall Nissan NLC market share is 20% in my territory.
Share by Zip Code 12 months ending June 2015
• In the largest industry volume ZIP code, 96744 KANEOHE,
Nissan NLC's share is 28.57%.
• In the largest Nissan NLC volume ZIP code, 96744 KANEOHE,
Nissan NLC's share is 28.57% with 6 units.
This map displays Nissan NLC share performance throughout the PMA, highlighting areas of both strength and
opportunity.
Dealer Location
★
KING WINDWARD
NISSAN - 98002
Boundaries
RYTD Share
Zip Code
PMA
0.04.45
4.4513.33
13.3326.67
26.6744.45
44.45100.0
A-13614-0 | Page 5 of 12
How is the Nissan NLC compare against key competitors locally?
•
The top competitor in my territory is FORD with 54.29% of the market,
34.29 points ahead of Nissan NLC.
Share of Overall Fleet Market
9%
3%
14%
54%
FORD
NISSAN
RAM
CHEVROLET
MERCEDES-BENZ
20%
Brand share of the overall fleet market within the territory compared against local competition
New Registration by Make
Individual
Business
21
18
15
12
9
6
3
0
CHEVROLET
FORD
MERCEDES-BENZ
NISSAN
RAM
A-13614-0 | Page 6 of 12
Which brands are most popular among different commercial customers?
• The commercial group where Nissan NLC's share is strongest is CONSTRUCTION-SPECIAL TRADE CONTRACTORS with 67% of the total segment volume
owned by that category.
• Nissan NLC's next strongest customer group locally is None with 0% of that market.
Brand Share by Top 10 SIC2 Group
NISSAN
FORD
RAM
MERCEDES-BENZ
100%
80%
60%
40%
20%
AUTOMOTIVE DEALERS &
SERVICE STATIONS
FOOD & KINDRED
PRODUCTS MFRS / MEAT
PRODUCTS
BUILDING
CONSTRUCTION-GEN
CONTRACTORS
SOCIAL
SERVICES
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
0%
A-13614-0 | Page 7 of 12
Which brands are most popular among different commercial customers?
• In the top 10 SIC codes there were 9 registrations across 9 firms.
This is:
−
−
100.00% of all segment registrations
100.00% of all firms
Top 10 SIC Codes in PMA
Number of Firms
Number of Vehicles
4.0
4.0
3.5
3.5
3.0
3.0
2.5
2.5
2.0
2.0
1.5
1.5
1.0
1.0
0.5
0.5
0.0
SOCIAL SERVICES
BUILDING
CONSTRUCTION-GEN
CONTRACTORS
FOOD & KINDRED
PRODUCTS MFRS/MEAT
PRODUCTS
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
AUTOMOTIVE DEALERS &
SERVICE STATIONS
0.0
SIC4 Subgroups within CONSTRUCTION-SPECIAL TRADE CONTRACTORS
• Within CONSTRUCTION-SPECIAL TRADE CONTRACTORS,
the top 3 subgroups account for 3 registrations and 3 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
4.0
3.5
3.5
3.0
3.0
2.5
2.5
2.0
2.0
1.5
1.5
1.0
1.0
0.5
0.5
0.0
ELECTRICAL WORK
SPECIAL TRADE CONTRACTORS NEC
ROOFING SIDING & SHEET METAL WORK
0.0
A-13614-0 | Page 8 of 12
How should I focus my sales and marketing efforts?
•
SPECIAL TRADE CONTRACTORS NEC is the SIC4
group with the greatest additional opportunity – 1 units if
Nissan NLC's overall share of 66.67% within the SIC2
group is achieved.
Nissan
NLC
Volume
Nissan
NLC
Share
Additional
Opportunity
0%
1
1
1
100%
0
1
1
100%
0
Total
Vehicles
SIC4 within
Special Trade Contractors Nec
Electrical Work
Roofing Siding & Sheet Metal Work
1
Top 10 Vehicles within SIC4 SPECIAL TRADE CONTRACTORS NEC
FORD TRANSIT VAN
TSTT15
1
OTHER
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
A-13614-0 | 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 96825
• Increasing to territory average in that ZIP would result in 2
additional units
96744
Kaneohe
96734 Kailua
96795 Waimanalo
96825 Honolulu
Make
PMA
Volume
PMA
Share
Volume
21
12
1
1
MERCEDESBENZ
1
2.9%
ZIP Volume
0
1
0
0
ZIP Share
0.0%
8.3%
0.0%
0.0%
ZIP + / - Share
<2.9>
5.5
<2.9>
<2.9>
• There are 5,871 firms located in that same ZIP code
• Overall, there are 50,848 firms in the top 5 ZIPs
Top 5 ZIPs
CHEVROLET
RAM
3
5
NISSAN
7
FORD
19
8.6%
14.3%
20.0%
54.3%
ZIP Volume
2
0
0
1
ZIP Share
9.5%
0.0%
0.0%
100.0%
ZIP + / - Share
1
<8.6>
<8.6>
91.4
ZIP Volume
3
2
0
0
ZIP Share
14.3%
16.7%
0.0%
0.0%
ZIP + / - Share
0
2.4
<14.3>
<14.3>
ZIP Volume
6
1
0
0
ZIP Share
28.6%
8.3%
0.0%
0.0%
ZIP + / - Share
8.6
<11.7>
<20>
<20>
ZIP Volume
10
8
1
0
ZIP Share
47.6%
66.7%
100.0%
0.0%
ZIP + / - Share
<6.7>
12.4
45.7
<54.3>
# Firms by ZIP
96744
96734
96795
96825
0K
4K
8K
12K
16K
20K
24K
A-13614-0 | Page 10 of 12
What are the characteristics of firms in my area?
• The majority of firms in my area have
−
−
1-4 employees (22.22%)
20-49 employees (22.22%)
Firms by Total Number of Employees
4
4
3
2
2
2
1
0
0
500-999
50-99
20-49
$1 - 499(33.33%)
$1000 - 2499(22.22%)
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)
4
4
3
2
2
2
1
0
0
$20000 49999
$2500 4999
$1000 2499
$500 999
$1 - 499
A-13614-0 | 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 $6,048 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:
−
−
−
96744 - 13 Units
96734 - 7 Units
96717 - 2 Units
• These 3 ZIPs account for 91.67% of all Nissan NLC vehicles in
operation.
0<4
Years
Total
Potential
24
24
Labor Potential
$3,024
$3,024
Parts Potential
$3,024
$3,024
Total Fixed Ops Potential
$6,048
$6,048
Vehicle in Operation
This map displays the distribution of Nissan NLC VIO in my territory.
Boundaries
Dealer Location
★
KING
WINDWARD
NISSAN 98002
VIO
Zip Code
PMA
0-0
0-1
1-3
3-3
3-4
A-13614-0 | Page 12 of 12

KING WINDWARD NISSAN - 98002-201506

Transcription

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