Catchment area & potential analysis plus brand split
Specificationof the catchment area on the basis of a map
We propose three options for marking out of the catchment area:
wolk after sales experts specify the catchment area on the basis of empirical values.
The car workshop informs us of the location and the catchment area with reference to neighboring zip code areas on the basis of empirical values.
The car workshop sends us an Excel list of service turnovers by 5-digit zip code areas.
wolk after sales experts guarantee the confidentiality of data through a non-disclosure declaration provided to the car workshop.
Potentialanalysis within the catchment area
The passenger car populations provided by the Federal Motor Transport Authority (Kraftfahrt-Bundesamt) are fed by Wolk into the defined catchment area
The passenger car populations are multiplied by replacement-demand factors (EUR demand or units per passenger car/year).
These may be turnovers (turnover at end-user prices exclusive of VAT) or individual product volumes. The result is a map into which the annual sales potential values by 5-digit zip codes are entered. Dark blue = high potential, light blue = low potential. In addition to the catchment area, the potential of the neighboring zip code areas is depicted. In this way, the car workshop may see whether interesting zip code areas might be developed beyond the core catchment area.
Brand split in the catchment area vs. the national area and vs. brand split of the car workshop
The list shows whether the composition of the passenger car population in the catchment area varies from the national average.
When comparing your workshop with your turnover by brand, the list may be a source of important operating alternatives for future market orientation.
Market share analyses of car workshops/car dealerships
The car workshop sends to wolk after sales experts, on a non-disclosure basis, a turnover list by 5-digit zip code in the form of an Excel sheet. The list shows only service station turnover w/o car sales by 5-digit zip code. The workshop may also send to wolk after sales experts a list of individual customers by 5-digit zip code.
wolk after sales experts sign a non-disclosure declaration and submit it to the car workshop.
Marketshare analysis of car workshops by 5-digit ZIP codes
Turnovers per zip code are set against potentials in order to assess the workshop’s market shares by zip code. On the basis of the color indication, the workshop may easily recognize in which zip code area its market share is high (dark green) or low (red).
Comparingmarket share and potential analyses
The market shares are compared with potentials. This is a fast way to establish which zip code areas show a need for action. These zip code areas are marked on the map with arrows
Catchmentarea competition analysis
In order to develop an action plan, however, the car workshop needs more information about the competition, for instance, the zip code regions with the strongest potential, in which the workshop still has a low market share, show a strong population of competitors. Here, this is not the case. Nonetheless, before launching intensified sales or advertising measures, one should acquire in-depth information on the competition. The competitors are fed into the map. Also, industrial parks are indicated in the catchment area as grey fields. A high passenger-car ratio of the local employers shows that turnover success might soon be achieved in such a park.
Please contact wolk after sales experts in order to learn how to know how to handle these industrial parks effectively.
Optimization of advertising dispersion costs is implemented for the following cases:
You have already been actively advertising and wish to check whether your advertising commitment might be optimized
You intend to activate your sales and to know in which regions your advertising measures should cover.
Advertising measures should always be intensified in zip code regions with strong potential and low market shares. Regions with weak potential may more easily be neglected.
It often also leads to shifting of advertising intensity on account that the advertising cost is too high vs. the turnovers.
A short-term and medium-term growth plan is developed, which takes into account both the workshop’s turnover and gross profit targets.
Developmentof a sales promotion plan
On the basis of the growth plan, priorities are specified for an action plan (who does what until when?)
On the basis of prior analyses, the consultant prepares measures and develops the growth plan together with the workshop manager. This session leads to an action plan, including a timetable and a to-do list.
Often, banks require for their rating interviews proof of annual action planning over the last three years, in the current year, and in the years to come. It is of particular importance for the bank whether the workshop is able to prove credibly its growth. In some of the federal states (Bundesländer), potential analysis, and mutual implementation with the employees are supported through consulting grants (Beratungszuschüsse).
In operational practice, the implementation of measures is always a bottleneck. Therefore, in the initial phase, it often needs the hand of a competent external consultant. The objective, however, is always to let the car workshop implement the activities on its own.
The “Team Workshop“ has proved to be a very successful tool for the start, which from the very beginning integrates all employees in goals, concepts, and implementation measures. In the Team Workshop, the team works on the measures on its own and specifies the priorities, timetable, and to-dos individually. The consultant acts as a host and makes sure that the plans are then put into effect. The consultant conducts the evening session of the Team Workshop on the site and then follows up the implementation on the phone and intervenes as a controller as appropriate.
After Sales ACCESS Database
Insights on Market Players, Aftermarket Volumes, Aftermarket Structures and more.
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.