BERGSTROM NISSAN OF APPLETON - 5207-201506

.
BERGSTROM NISSAN OF APPLETON 5207
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:
53014, 53061, 53088, 54106, 54107, 54110, 54113, 54115, 54123, 54129, 54130, 54131, 54136, 54140, 54152,
54160, 54165, 54169, 54170, 54180, 54901, 54904, 54911, 54912, 54913, 54914, 54915, 54919, 54922, 54929,
54931, 54940, 54942, 54944, 54947, 54949, 54952, 54956, 54957, 54961, 54969, 54983, 54986
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
A-13212-0 | Page 1 of 12
Polk's Territory Pro Report − BERGSTROM NISSAN OF APPLETON - 5207 | Data as of: Jun-2015
PMA Overview / Key Points / Action Items
ZIP Codes within Territory
VIO
•
There are 2,513 firms, with a total of 5,931 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
• CONSTRUCTION-SPECIAL TRADE CONTRACTORS is the
SIC2 group with the most segment vehicles, led by FORD
• PLUMBING HEATING & AIR CONDITIONING is the SIC4
group with the most additional opportunity for Nissan NLC
Fixed Operations
• There is $8,316 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
★
BERGSTROM NISSAN OF APPLETON 5207
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
Boundaries
Zip Code
PMA
A-13212-0 | Page 2 of 12
Polk's Territory Pro Report − BERGSTROM NISSAN OF APPLETON - 5207 | Data as of: Jun-2015
How large is the fleet industry in my market by registrations?
• The total industry in the market is 228 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 54130 KAUKAUNA with 50 vehicles registered.
This map displays Nissan NLC segment fleet volume by ZIP code.
Dealer Location
★
BERGSTROM
NISSAN OF
APPLETON 5207
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.
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1-7
7-21
21-27
27-29
A-13212-0 | Page 3 of 12
Polk's Territory Pro Report − BERGSTROM NISSAN OF APPLETON - 5207 | 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 54956 NEENAH with 449 firms who have total of 1024
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
★
BERGSTROM
NISSAN OF
APPLETON 5207
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.
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0-2
2-2
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A-13212-0 | Page 4 of 12
Polk's Territory Pro Report − BERGSTROM NISSAN OF APPLETON - 5207 | Data as of: Jun-2015
How is the Nissan NLC brand performing in my market?
• Overall Nissan NLC market share is 4.82% in my territory.
Share by Zip Code 12 months ending June 2015
• In the largest industry volume ZIP code, 54130 KAUKAUNA,
Nissan NLC's share is 2%.
• In the largest Nissan NLC volume ZIP code, 54115 DE PERE,
Nissan NLC's share is 16.67% with 4 units.
This map displays Nissan NLC share performance throughout the PMA, highlighting areas of both strength and
opportunity.
Dealer Location
★
BERGSTROM NISSAN
OF APPLETON - 5207
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.
0.01.07
1.073.21
3.216.43
6.4310.71
10.71100.0
A-13212-0 | Page 5 of 12
Polk's Territory Pro Report − BERGSTROM NISSAN OF APPLETON - 5207 | Data as of: Jun-2015
How is the Nissan NLC compare against key competitors locally?
•
The top competitor in my territory is FORD with 40.79% of the market,
35.97 points ahead of Nissan NLC.
Share of Overall Fleet Market
5%
3%
7%
11%
41%
FORD
CHEVROLET
RAM
MERCEDES-BENZ
NISSAN
GMC
34%
Brand share of the overall fleet market within the territory compared against local competition
New Registration by Make
Business
Individual
105
90
75
60
45
30
15
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-13212-0 | Page 6 of 12
Polk's Territory Pro Report − BERGSTROM NISSAN OF APPLETON - 5207 | 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 MISCELLANEOUS REPAIR SERVICES with 100% of the total segment volume owned by that
category.
• Nissan NLC's next strongest customer group locally is BUSINESS SERVICES with 50% of that market.
Brand Share by Top 10 SIC2 Group
FORD
CHEVROLET
RAM
MERCEDES-BENZ
OTHERS
100%
80%
60%
40%
20%
AUTO REPAIR SERVICES &
PARKING / RENTAL
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
PERSONAL / FUNERAL
SERVICE & CREMATORIES
AUTOMOTIVE DEALERS &
SERVICE STATIONS
WHOLESALE
TRADE-NONDURABLE
GOODS
INDUSTRIAL &
COMMERCIAL
MACHINERY MFRS
TRANSPORTATION
SERVICES
WHOLESALE
TRADE-DURABLE GOODS
/ ELECTRICAL
MISCELLANEOUS
RETAIL
MOTOR FREIGHT
TRANSPORTATION /
WAREHOUSE
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
0%
A-13212-0 | Page 7 of 12
Polk's Territory Pro Report − BERGSTROM NISSAN OF APPLETON - 5207 | Data as of: Jun-2015
Which brands are most popular among different commercial customers?
• In the top 10 SIC codes there were 141 registrations across 48
firms. This is:
−
−
89.81% of all segment registrations
76.19% of all firms
Top 10 SIC Codes in PMA
Number of Firms
Number of Vehicles
21
63
18
54
15
45
12
36
9
27
6
18
3
9
0
0
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
WHOLESALE
TRADE-DURABLE
GOODS/ELECTRICAL
TRANSPORTATION
SERVICES
AUTOMOTIVE DEALERS &
SERVICE STATIONS
INDUSTRIAL &
COMMERCIAL
MACHINERY MFRS
SIC4 Subgroups within CONSTRUCTION-SPECIAL TRADE CONTRACTORS
• Within CONSTRUCTION-SPECIAL TRADE CONTRACTORS,
the top 3 subgroups account for 52 registrations and 16 firms
−
−
92.86% of all segment registrations within the
category
84.21% of all firms in the SIC group
Number of Firms
Number of Vehicles
42
9.0
36
7.5
30
6.0
24
4.5
18
3.0
12
1.5
6
PLASTERING
DRYWALL &
ACOUSTICAL
WORK
INSTALLATION
OF BUILDING
EQUIPMENT NEC
SPECIAL TRADE
CONTRACTORS
NEC
ROOFING
SIDING & SHEET
METAL WORK
ELECTRICAL
WORK
PLUMBING
HEATING & AIR
CONDITIONING
©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-13212-0 | Page 8 of 12
Polk's Territory Pro Report − BERGSTROM NISSAN OF APPLETON - 5207 | Data as of: Jun-2015
How should I focus my sales and marketing efforts?
•
PLUMBING HEATING & AIR CONDITIONING 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
Plumbing Heating & Air Conditioning
Electrical Work
Roofing Siding & Sheet Metal Work
Special Trade Contractors Nec
Plastering Drywall & Acoustical Work
Installation Of Building Equipment Nec
Nissan
NLC
Volume
Nissan
NLC
Share
38
0%
11
0%
3
0%
2
0%
1
0%
1
0%
Additional
Opportunity
Top 10 Vehicles within SIC4 PLUMBING HEATING & AIR CONDITIONING
FORD TRANSIT VAN
TSTT25
26
RAM PROMASTER 250HI
4
FORD TRANSIT VAN
TSTT15
CHEVROLET EXPRESS
G20UND
3
1
FORD ECONOLINE 150EXT
1
FORD ECONOLINE 250UND
1
FORD TRANSIT CONNECT
VAN XLUND
FORD TRANSIT VAN
TSTT35
1
1
OTHER
0
5
10
15
20
25
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
30
A-13212-0 | Page 9 of 12
Polk's Territory Pro Report − BERGSTROM NISSAN OF APPLETON - 5207 | 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 54915
• Increasing to territory average in that ZIP would result in 2
additional units
• There are 7,068 firms located in that same ZIP code
• Overall, there are 52,470 firms in the top 5 ZIPs
Top 5 ZIPs
54130
Kaukauna
54956
Neenah
54914
Appleton
54915
Appleton
54911
Appleton
Make
PMA
Volume
PMA
Share
Volume
50
43
23
21
19
NISSAN
11
4.8%
ZIP Volume
1
2
2
0
0
MERCEDESBENZ
RAM
15
24
CHEVROLET
FORD
78
93
6.6%
10.5%
34.2%
40.8%
ZIP Share
2.0%
4.7%
8.7%
0.0%
0.0%
ZIP + / - Share
<2.8>
<0.2>
3.9
<4.8>
<4.8>
ZIP Volume
1
8
3
1
0
ZIP Share
2.0%
18.6%
13.0%
4.8%
0.0%
ZIP + / - Share
<4.6>
12
6.5
<1.8>
<6.6>
ZIP Volume
1
2
2
2
1
ZIP Share
2.0%
4.7%
8.7%
9.5%
5.3%
ZIP + / - Share
<8.5>
<5.9>
<1.8>
<1>
<5.3>
ZIP Volume
15
23
4
3
4
ZIP Share
30.0%
53.5%
17.4%
14.3%
21.1%
ZIP + / - Share
<4.2>
19.3
<16.8>
<19.9>
<13.2>
ZIP Volume
31
8
11
15
13
ZIP Share
62.0%
18.6%
47.8%
71.4%
68.4%
ZIP + / - Share
21.2
<22.2>
7
30.6
27.6
# Firms by ZIP
54130
54956
54914
54915
54911
0K
3K
6K
9K
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
12K
15K
18K
A-13212-0 | Page 10 of 12
Polk's Territory Pro Report − BERGSTROM NISSAN OF APPLETON - 5207 | 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 (22.22%)
20-49 employees (19.05%)
Firms by Total Number of Employees
16
14
12
10
8
6
4
2
0
0/unknown
1000-4999
500-999
250-499
100-249
50-99
20-49
$1 - 499(31.75%)
$1000 - 2499(11.11%)
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
$1000000
+
$100000 499999
$50000 99999
$20000 49999
$10000 19000
$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-13212-0 | Page 11 of 12
Polk's Territory Pro Report − BERGSTROM NISSAN OF APPLETON - 5207 | 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 $8,316 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:
−
−
−
54130 - 5 Units
54914 - 5 Units
54942 - 5 Units
• These 3 ZIPs account for 45.45% of all Nissan NLC vehicles in
operation.
0<4
Years
Total
Potential
33
33
Labor Potential
$4,158
$4,158
Parts Potential
$4,158
$4,158
Total Fixed Ops Potential
$8,316
$8,316
Vehicle in Operation
This map displays the distribution of Nissan NLC VIO in my territory.
Boundaries
Dealer Location
★
BERGSTROM
NISSAN OF
APPLETON 5207
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.
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1-3
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A-13212-0 | Page 12 of 12