The use of Location Intelligence to reduce risk and uncover hidden opportunities

MapInfo Forums 2014

Geof Stubbs

Senior Network Analyst

Jaguar Land Rover Australia

2 MapInfo Forums 2014

Overview Jaguar Land Rover Australia

Jaguar Land Rover Australia

Importer & Distributor of Jaguar & Land Rover vehicles in Australia

Current sales around 10,000 through a Dealer Group including:

22 Jaguar & Land Rover Dealers

18 Land Rover Dealers

1 Jaguar Dealer

Senior Network Analyst for the company and my responsibilities

include Network Development, Dealer financial analysis, and

managing Dealer Agreements/legal


Business Problem

Needed a way to accurately manage dynamic dealership PMA

territories based on postcodes. PMAs are the building blocks to

support our dealership network and help us report monthly sales

data to ensure we have a strong future dealership network

strategy. We need to understand areas of future opportunity for

new site development and gain a competitive edge through

forward-thinking.

Originally 3 PMA sets – Jaguar, Land Rover, Volvo

Reduced to 2

Reduced to 1


The Solution

MapInfo Professional v12.5 – Extensive use of redistricting with

market data attached to PMA’s

MapInfo AnySite – Consideration of demographic info & changes

MapInfo Drive-Time – An alternate approach to PMA construction

MapInfo Suburbs Data – higher degree of granularity – 16,000

pieces in the jigsaw as opposed to PC with 4,000 pieces.


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Redistricting


PMA Review (TAM)


PMA Review % Penetration by Vfacts


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PMA Demographic Indicators


Outcomes

The complexities of initially managing three separate PMA

structures in two databases in two countries (Aust & UK) – and

subsequent company changes – which led to reducing the

geographic complexity from 3 sets to 2 sets to 1 – in simple terms

this would not have been achievable without the MapInfo suite.

Utilizing both Drive-Time and Suburbs base data has enabled the

construction and management of PMA’s at the required level of

granularity

AnySite enables us to optimize location decisions with

demographic data


Next steps

With major new product launches planned each year for the next

5 years, JLRA will have a significant increase in unit volumes.

And the lead time for new greenfield metro Dealerships around

18 mths to 2 years

We need to plan our future Dealer network now – with the right

balance of increased throughput and new appointments.

Location intelligence and planning is the key!


Questions?

The use of Location Intelligence to reduce risk and uncover hidden opportunities

Business

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