Step 1: Catchment area & potential assessment plus brand split

Specification of the catchment area on the basis of a map The map shows the area around the site. Please note the site’s potential grows thanks to the access to federal roads. The autobahns and rivers, in turn, function rather as boundaries of the potential.

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 guarantees confidentiality of data through a non-disclosure declaration provided to the car workshop.

Potential assessment within the catchment area Hier können Sie die Potenzialverteilung sehen. Dabei wurde hier nur das Material ohne Lohnkosten berücksichtigt. Je dunkler die Einfärbung, desto mehr Potenzial gibt es in dem jeweiligen PLZ Gebiet.

The passenger car populations provided by the Federal Motor Transport Authority (Kraftfahrt-Budesamt) 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 also 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, also 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 also beyond the core catchment area.

Brand split in the catchment area vs. the national area and vs. brand split of the car workshop

This table shows the passenger car population by brand. The population in the site’s catchment area is compared with the national population. The deviations are highlighted as percentages to the right in color.

The list shows whether the composition of the passenger car population in the catchment area varies from the national average.
When compared by your workshop with your turnover by brand, the list may be a source of important operating alternatives for future market orientation.