PTOS

Market Analysis
- Example
• Market Analysis Process
Total Dealership View
Industry
Labor/Service

• Equipment
• Customer
• Marketing Program Tracking

Product Support Market Analysis Process –
(Powered by PTOS)

Start

Data Quality

PTOS Calculations

Maintain
accurate
Customer and
Equipment
records

Review PTOS
Dealer
Checklist

Review PTOS
Cognos cube
Dimensions:

Run monthly
PTOS Extract
job

Customer, PSSR,
Industry, Branch
store-county-postal
code; parts class,
labor, product family
& model

Maintain
accurate
PSSR/ISR
assignments
Solicit regular
PSSR/ISR
territory
feedback –
enter into
DBS/DMS

Market Analysis

and Measures:

Review and
reconcile Error
& Exception
reports

(Lost) Opportunity,
DCAL, Sales,
Equipment Units

to create a
target list of
customers
&/or strategic
area of focus

Action Plan
Develop
marketing plan
based upon market
analysis results

Assemble team:
DLR & Cat
PSSRs/ISRs, DLR
P.S./Service/PSSR
managers; product
specialists, PTOS
Coordinator, others

Create &
Execute Plan
Measure Plan
Results. Reach
goals? Document
and communicate
results and lessons
learned with team.

2
8/12/2014

Restart

Market Analysis Methodology
• PTOS Information Best Practice:
– Use Cognos to drill top-down & filter your territory info to show
high Lost Opportunity and low DCAL parts and labor sales
– Utilize all appropriate Cognos dimensions & measures in your
analysis:
•Parts major class
•Labor
•Industry
•Division
•Product Suppt.
Segmentation

• Customer
• PSSR
• Parts Sales Methods
• Equipment Family,
Model, Serial Number
• Equipment Age

• (Lost) Opportunity
• DCAL (POPS-C)
• Sales
• Equipment Count
• Unclassified Sales

–What does it tell you? What picture does it form?
–Compare PTOS info to other data sources and territory knowledge “gut feel”. Ask
the question “Why?”
–What plans can you put in place to capture the Lost Opportunities?
–Who at the dealership needs to this information to make informed decisions?
3
8/12/2014

Territory map (Microsoft MapPoint) .Opportunity & Sales snapshot .Branch Stores with customer lists 4 8/12/2014 .PTOS Market Analysis… Market Analysis “bottom-up approach” Business need PTOS Data Total Dealer Analysis .Total Dealer by Division .

Territory Map .Total Parts Opp Legend: 5 8/12/2014 .

Total Dealer by the Numbers 6 8/12/2014 .

Total Dealer by Division 7 8/12/2014 .

Territory Measures by Branch Store Region With Customer List 8 8/12/2014 .

Territory Measures by County City With Customer List 9 8/12/2014 .

Territory Measures by Postal Code Postal Codes With Customer List 10 8/12/2014 .

Industry Analysis 11 8/12/2014 .

0% 87 QUA RRY & A GGREGA TES .7% 59 INDUSTRIA L PROCESSES & MFG .9% 102 NO MA RKET SEGMENT .MA $4.650 $203.4% 604 AG .241 9.380 26.594.317 $0 0.0% 6 MA RINE .355 $2.185.7% 200 COMMERCIA L SERV ICES .286 $17.ST $13.MN $33.8% 64 MINING .958 $3.HC $7.721 12 8/12/2014 .958 $467 2.5% 482 WA STE .FY $16.IM $33.415 $21.586 $7.AG $17.Market Segment Lost Opportunity Lost Opportunity GENERA L CONSTRUCTION .888 25.ZZ All Marke t Se gm e nts $0 $0 /0 2 $1.644 26.GC Sales DCA L CAT Equipment Units $1.267 19.8% 2.179 $564.7% 421 FORESTRY .149 39.818 24.WA $48.866 $412.0% 21 HEA V Y CONSTRUCTION .647 $1.CS $20.035 $10.522 $73.211 80.747 18.234 $13.889 28.1% 4.QA $9.7% 23 EQUIPMENT SERV ICES .EQ SURFA CE TRA NSPORTA TION .060 18.

705 43.537 1.340 10.866 2.836 103.822 605 52.966 8.245 31.861 15.725 6.292 56.533 7.279 Age 1 1.366 20.541 Same for machines Machine Customer Industries: Sum of Count MktSeg AG FY GC HC IM MN PC QA WA Grand Total 4 7.008 104.822 48.171 5 Grand Total 7.359 228.730 16.133 41.935 1.228 64.682 4.751 2.993 3.782 10.387 6.971 364.836 39.680 4.647 146.729 9.044 9.030 2 7.738 3.248 18.510 173.490 406 62.269 4.389 330 22.652 5.628 2.459 5.253 4.299 1.979 610.880 118.749 15.122 2.612 3 14.087 18.528 5.435 105.228 30.564 8.689 29.Equipment Population Age by Industry Good amount of young engine population ready to start consuming parts Engine Customer Industries: Sum of Count MktSeg MAR EPG IND PET RLW TRK Grand Total Age 1 4.964 4.492 113.074 269.617 13 8/12/2014 4 2.449 925.798 13.036 527 2.129 50.530 4.667 2 2.679 5 Grand Total 2.661 22.697 42.895 12.837 3 5.779 .064 26.310 17.237 45.490 65.213 6.006 10.961 28.927 5.176 10.825 922 263.195 32.690 186.436 107.847 1.076 12.230 5.888 664.839 5.962 5.210 211.095 462 169.960 4.447 17.

Labor/Service Analysis 14 8/12/2014 .

Segment 15 8/12/2014 .Customer Lost Opp. By Product Suppt.

By Product Suppt. Segment 16 8/12/2014 .PSSR Lost Opp.

Product Family & Model Count and Opportunity 17 8/12/2014 .Equipment Analysis .

Equip Family & Model Total Opportunity Customer List 18 8/12/2014 .

Equip Family & Model Total Opportunity 19 8/12/2014 .

820 1 $0 0 $0 0 $15.385 2 $40.894 25 RETROEXCAVADORAS $502.288 6 $16.119 29 $32.411 66 $3.745 584 PORTAHERRAMIENTAS INTEGRALES $0 1 $0 3 MAQUINAS FORESTALES $0 1 $0 0 All CAT Products $859.314 15 $1.648 93 $31.910 11 CAMIONES FUERA DE CARRETERA $14.568 16 $26.712 24 $7.509 15 $3.925 103 $46.956 2 $0 0 $111.488 18 $20.878 1 $0 0 $0 0 $0 0 $1.114 10 $44 1 $46.056 1 $0 0 $0 0 21 to 35 Years OpportunityCAT Units $46.717 4 $0 0 $21.516 1.751 14 $5.084 23 $15.172 907 $14.946 8 $387 1 $12.368 539 $259.165 23 $7.825 16 $0 0 $0 0 $0 0 $0 5 $1.715 23 $19.071 67 $16.908 230 CARGADORES DE RUEDAS $50.103 21 $16.448 2 $33.789 28 $5.488 55 $1.156 48 $20.508 28 $13.416 2 MOTONIVELADORAS $53.102 4 $4.392 18 $45.172 1 $0 0 $0 0 $0 0 $0 0 $0 0 $137.889 4 20 8/12/2014 Age Ranges OpportunityCAT Units $271.441 8 $0 1 $0 0 $32.447 4 $3.238 171 $141.039 19 $0 0 $0 0 $1.670 5 $16.099 66 $90.200 12 $0 0 $50.947 18 $2.580 15 $15.088 2.426 3 $38.585 49 $41.525 10 $0 0 $3.392 186 ARRASTRADORES DE TRONCOS $0 0 $588 1 CAMIONES ARTICULADOS $30.474 451 11 to 20 Years 21 to 35 Years 35+ Years OpportunityCAT Units OpportunityCAT Units OpportunityCAT Units $2.800 54 $38.977 47 $9.789 14 $11.136 2 $0 0 $0 0 $6.359 21 $5.395 117 PRODUCTOS DE PAVIMENTACION $3.018 10 $14.723 12 $5.708 40 $50.671 101 $16.238 171 $0 0 $19.264 73 $23.174 160 $47.378 131 TRACTORES DE CADENAS $67.886 33 $0 0 $0 0 $0 0 $0 0 $33.520 58 $18.443 24 $2.290 $973.110 131 $144.913 5 $3.686 28 $593 46 $45 3 $0 9 $0 0 $0 7 $141 103 $0 0 $0 0 $71.937 6 $6.919 18 $3.994 129 $209.932 7 $5.249 13 .402 24 $4.954 42 $834 3 TIENDE TUBOS $0 0 $317 3 CARGADORES DE CADENAS $0 4 $564 6 NO FAMILY ASSIGNED $6.007 16 $0 0 $30.912 53 $32.102 78 $149.Equip Family & Model by Age Ranges & Opp 0 to 10 Years 11 to 20 Years Opportunity CAT Units OpportunityCAT Units MOTOESCREPAS O MOTOTRAILLAS $0 0 $25.231 13 $1.657 35 $22.752 21 $5.600 34 $0 0 $0 0 $64 2 $9.625 322 $115.323 10 $0 0 $0 0 $0 0 $0 0 $0 0 $3.999 14 $17.578 4 $14.968 2 $1.367 68 $132.877 52 $0 0 $1.938 130 $144.826 24 $0 0 $6.022 63 $0 0 EXCAVADORAS DE CADENAS $14.244 3 $95.021 2 MINICARGADORES $11.361 11 $13.422 4 $7.464 17 $15.154 85 COMPACTADORES Y TRACTORES DE RUEDAS $103.349 37 $2.404 28 $19.421 12 $7.691 14 $0 0 $0 0 $0 0 $13.626 24 $47.460 98 $0 0 $0 0 $16.684 4 $3.055 5 $13.792 4 $1.288 1 $0 0 $80.389 416C 416D 416 416B 120G 140G EL200B 621B D6C D6D CS-533C D6H 950 416C UK D8K 966C D5 D7G D8H 920 D9L 416E 120H 950B D6B 950F 245 D7F 0 to 10 Years OpportunityCAT Units $268.889 7 $11.135 58 $59.441 8 $38.774 15 $634 1 $0 0 $15.042 77 $141.568 16 $0 0 $0 0 $0 0 $0 0 $1.659 38 $22.910 26 $5.296 24 $0 0 $5.899 237 $0 0 $0 0 $254.626 24 $0 0 $0 0 $7.481 591 35+ Years OpportunityCAT Units $2.136 2 $14.

Customer Analysis 21 8/12/2014 .

454 $7.300.210.879 $477.147 $3.0% 26.4% 26.358.1% 24.063 DCA L 15.Measures by Customer Size Class All Parts Small Fleet Medium Large Size Class es Opportunity $8.329 $41.380 DCA L 16.6% 13.549 $1.651 $523.1% 22 8/12/2014 .338 $129.757 $2.701 Sales $1.779.7% 23.658 $5.210 $117.858.7% Hydraulics Small Fleet Medium Large Size Class es Opportunity $867.6% 15.099.877 $1.340 $564.555.455 $4.158.645 $24.559.809.559 Sales $142.315 $494.4% 23.0% 14.608 $318.

380 3. .740 $0 0.M009978 $21.A . .100 9.A .M009820 (Parent) $16.M008474 $14.179 $449 $564.1% 13 CONSTRUCTORA GUA RCO.493 $180 1.829 $37. DCAL & Units Customer Name and Number Lost Opportunity Sales DCA L CAT Equipment Units CONSTRUCTORA MECO. S.2% 6 CONSTRUCTORA A CA NA S.A .M011782 (Parent) $13.4% 17 EMPRESA CONSTRUCTORA RAFA EL .1% 11 4.736 24. S.A . Sales.9% 18 CONSTRUCTORA CA RLOS MA NUEL .M008411 $19. S. S.M010937 $14.834 28.A .318 $285 1.1% 6 QUEBRA DORES PEDREGA L.M013580 23 8/12/2014 .1% 68 TRA NSPORTES HERNA NDEZ V IV ES .042 $216 1. .M010048 $16.277 $409 2.754 $2.7% 61 CONSTRUCTORA INCOSA . .A .0% 10 V EGSA CONSTRUCTORES GENERA .594.M007899 (Parent) $44.Top Customers – Lost opp.M010892 $32.202 $2.M004721 $14.A .116 40.M010368 $18.4% 12 $12.A .395 16.M009857 (Parent) $21.A.. .902 $838 5.721 CONSTRUCTORA Total Cus tom e r HERMA NOS BRENES .120 $0 0.M011559 $17.628 $959 7.7% 92 CODOCSA S.173 $2.M008775 (Parent) $29.027 $1.628 $0 0.M006471 $20.M010552 $12. .A .9% 89 TRA CTORES ESCAZU.M007395 $23.416 7.402 $20. S.328 $3.3% 37 CEMEX COSTA RICA .M010494 (Parent) $91.381 $61. .112 56.3% 10 MUNICIPA LIDA D DE PUNTA RENAS .562 $0 0. S.730 8.105 $21.A . CONSORCIO .509 58.A .839 $12.M010541 $27.7% 45 SEGRIMEC REA L.0% 19 CONSTRUCTORA RA A SA .7% 9 A RGON TRA NSPORT S.M041652 (Parent) $38.3% 68 HERMA NOS HERRERA BA RRA NTES C .1% 19 TA JO COMA G DE PAV A S.M005844 $18.A .M006640 (Parent) $12.395 $7. S.870 $86 0. S.989 $234 1.5% 34 CONSTRUCTORA MENA .0% 7 EL POLV ORON.6% 26. S.1% 207 CONSTRUCTORA SA NCHEZ CA RV A JA .0% 22 MINISTERIO DE OBRA S PUBLICA S . S.693 45.

Top Customers – Competitive & Cat Unit Counts Customer Name and Number 24 8/12/2014 .

808 STANDARD FRUIT CO. S.A.309 $0 $58.M012418 (Parent) $0 $223.710 $24.786 $17.M000514 $24.710 HACIENDA OJO DE AGUA.574 $0 $61.988 MUNICIPALIDAD DE ALAJUELA .A .927 $0 $45.920 $0 $78.A.M011271 (Parent) $30.A .M008352 (Parent) $64. .183 $24.M011349 $31.M012291 $4.956 $12.930 CODOCSA S.445 INGENIO TABOGA.M010726 $23.924 $0 $48.A. S.A . S.960 $48.254 $55. CONSORCIO .M009820 (Parent)$22.916 CONSTRUCTORA SANCHEZ CARVAJA .713 $622.624 ABONOS DEL PACIFICO.998 $0 $29.238 $32.M007471 $15.504 $230 $0 $30.M041652 (Parent) $24.834 $5.M005694 (Parent) $146 $28.205 $0 $59. .A.M010050 $31.M006880 $299 $25.954 $0 $26.469 TAJO COMAG DE PAVAS.M010892 $117. S.685 TRACTORES ESCAZU.M011112 $39. .026 $101.M010937 $124.008 HOGARES DE COSTA RICA. S.995 COMPA#IA NAVIERA TAMBOR.M010494 (Parent) $134.B.M010752 $74.589 L.A .A.A.896 MADRIGAL ZU#IGA CARMEN LYDIA .955 EL PELON DE LA BAJURA S.429 $0 $223.857 $22.333 QUEBRADORES OCHOMOGO S.320 TAJO LA GARITA. AB .516 $0 $36.M009284 $27.146 TAJO EL COMUN DE GUACHIPELIN .001 $1.M011246 $0 $29.029 $54.664 CONSTRUCTORA EL BAJO DE LEON .461 MELONES DE COSTA RICA.785 $87.A .086 WPP CONTINENTAL DE COSTA RIC . ALBOSA AGREGADOS.M008516 $3.672 $12.734 $455. S.Customers by sales method Customer Labor Work Order Over the Counter Sales Parts Store Internet Order All Sales Methods CONSTRUCTORA MECO.733 MUNICIPALIDAD DE GARABITO .M008117 (Parent) $52.582 $1. S.444 $0 $40.M010440 (Parent) $34. . S.575 EMPRESAS BERTHIER EBI DE COS .144 MUNICIPALIDAD DE SAN CARLOS .333 $31.S. .196 Using the Sales Cube… 25 8/12/2014 .800 $43.730 $0 $27. . S.A .A .795 $0 $114. S.429 CONSTRUCTORA RAASA.901 $0 $31.M006997 (Parent) $9.M007873 (Parent)$13.A.571 $159.345 $0 $276.M000582 $0 $35.161 $0 $29.695 $49.M010148 $51.909 $0 $201.142 $0 $35.M010749 $15.M010368 $1.M010636 (Parent) $12.266 $49.202 $0 $41.657 SARET MAQUINARIA Y EQUIPO.S. S. DE COSTA .210 $76.862 $49.M006209 $9.051 $2.273 CENTRAL AZUCARERA TEMPISQUE.M010129 $23.755 $35. S.951 $0 $28.635 M Y S COMPA#IA CONSTRUCTORA .A .190 $243.M011762 $6.399 TECNICAS AGRICOLAS SEBASTOPO .472 RODRIGUEZ RAMIREZ CARLOS .M011699 (Parent) $34.024 $0 $244.325 TAJO LA LINDORA.982 $88.661 $0 $96.614 MUNICIPALIDAD DE OSA .863 VIDRIERA CENTROAMERICANA.108 $0 $50.301 $74.M007403 $17.083 $48.194 $42.206 $0 $25.A .214 SOCOCO DE COSTA RICA. . S.A . .A .A.619 $0 $106.945 JUNTA DE ADMINISTRACION PORT .926 $0 $144.M007395 $56.973 $0 $99. S.A.742 $0 $48. .578 $0 $161.980 $0 $37.280 $0 $86. .A.086 $0 $0 $27.812 $0 $25.MD12418 $10. . S.273 COMPA#IA PALMA TICA. S.M010675 (Parent) $7.M007899 (Parent) $1.A.699 $42.570 $0 $33.119 QUEBRADORES PEDREGAL.M010721 $46.003 $11.714 $138.A.589 $0 $29.M009480 (Parent) $18.M011100 (Parent) $107 $30.872 SOCOCO DE COSTA RICA.A.292 CEMEX COSTA RICA.M011612 $1.398 EL COLONO DE GUAPILES S.384 $1.468 REFINADORA COSTARRICENSE DE .587 INSTITUTO NACIONAL SEGUROS .581 CORPORACION DESARROLLO AGRIC .190 $0 $54.899 $1.988 $0 $33.M010338 (Parent)$18.578 $1.474 $13.442 $0 $114. . S.230 $0 $75. S.186 $0 $58.505 AGROPECUARIA TIERRA Y AGUA. .M007666 (Parent) $28.583 $0 $33.713 $0 $31.353 $33.915 $0 $72.142 MUNICIPALIDAD DE SAN JOSE .

Customers.Top Lost Opp. By PSSR Customer 26 8/12/2014 .

785 $109.814 78% If the Labor sale targeted at 10% Increase: $63.740 $0 $63.059.2 in additional labor revenue per year.273.125 $3.158.902 $201.626 Total Sales Labor Vs Parts Ratio Potential Labor Sales Increase Over the Counter Sales $81.449 $11.902 $154.176 Labor Sales $0 $47.181.181.814 Parts Store Internet Order All Sales Methods $11.330.178.785 $61.Parts Sales Method Using the Sales Cube… 24 Months Sales History in PTOS B2B Sales Labor Work Order Parts Sales $228.937 10% increase in Labor Work Order will generate about $3.178.273.729.740 $81.729.744. The above data is based on EOM date: May 2008 27 8/12/2014 Missing Labor Sales .676 $0 $47.449 $228.014.

show these customers’ parts DCAL/Lost Opp to see if they also have low parts DCAL and which specific Parts business to go after. Then. 28 8/12/2014 .Create Labor Top Lost Opportunity Customer List – by total & branch & PSSR & Prod Support Segment.

Parts Opportunity 33 8/12/2014 .

Other Analysis ? 34 8/12/2014 .

Marketing Program Tracking 35 8/12/2014 .

687 HYD 1137000 .G $10.948 U/C 2131100 .079 18.G $28.Customer Identification Parts Rep Name: Parts Product (Eng.458 $10.725 42.50% 30 $22.620 $1.375 GET 1339000 .744 20.178 Eng 0727000 .427 $0 0.540 $1.G $61.244 Eng 1137000 .G $18.026 HYD 0727000 .721 PM 1137000 .G $26.427 U/C 0892500 .70% 6 $10.263 DT 1634030 .346 DT 1339000 .00% 15 $24.304 $5.868 GET 0727000 . U/C.00 Target Date: Target Date: Start Date: Last 12 Months Actual Cat Parts Product Lost PTOS PTOS Sales PTOS DCAL Equip.G $24.330 10.60% 56 $23.989 $0 0.638 $9.198 29.989 GET 2131100 .G Store .00% 63 $50.G $25.90% 56 $16.10% 30 $20.00% 8 $18.119 $8. etc.321 34.80% 56 $9.80% 58 $46.112 35.) Mr. Opp Opp Before Count Discount PM 0727000 .50% 30 $18.375 $0 0. Hyd.10% 58 $14.257 $0 0.640 Why Aren't we Getting Who are We Losing the Who are We Losing the the Business? Business to? Business to? 36 8/12/2014 Actions Required & Recommendations .00% 15 $10.066 $7.362 5.50% 3 $23.G $15.10% 56 $17.257 DT 2206310 .983 DT 0739000 .446 $10.G $25.672 6.G $26.00% 6 $26.394 GET 0892500 .G $24.G $24.G $55.719 $11.725 15.988 $5.612 36.437 $174 1.006 Customer Name & Code General Line Division .017 $2. Smith .G $27.G $10.G $23.

50% 30 $22.G $26.000 15.50% 3 $23.000 5.90% 56 $16.G $24.99% 5.983 DT 0739000 .0% 30.900 37 8/12/2014 33.G $26.) Customer Name & Code Actual 12 months sales at of the Incentive target Calculation date: 11/01/2008 Ratio Target 0.70% 6 $10.G $10.00% 6 $0 GET 1339000 .000 35 629 500 52.G Store .026 HYD 0727000 .375 0 0.446 $10.0% 10.10% 58 $14.427 $0 0.37% 15.G $23.G $25.0% 15.017 $2.71% 16.000 35 457 20. Hyd.50% 30 $18.76% $123.000 7.05% Last 12 Cat Next 12 Last 12 Percent Average Average Increment Months Equip Months Sales Months Actual Cat Discounte Incentive Parts Product PTOS Lost PTOS Sales per Sales Per al Sales Actual PTOS .100 55 56 875 37.80% 58 $46.000 $400 $1.119 $8.G $55.244 Eng 1137000 .346 5.000 20.700 DT 1339000 .394 GET 0892500 .672 6.G $25.988 $5.725 15.620 $1.81% 3.178 Eng 0727000 .000 12.89% 22.500 10 550 431 45.0% 0.100 .612 36.0% 30. Smith .00% $268.868 GET 0727000 .263 0 0.304 $5.900 9.066 $7.000 5.000 89 20. U/C.500 55 118 36.006 Name: General Line Division .458 $10.G $24. etc.G $27.948 0 0.0% $8.460 $111.198 29.000 25.427 U/C 0892500 .G $18.975 19.0% 0.470 $74 $3.00% 8 $18.435 $62.60% 56 $23.G $15.G $28.321 34.36% 30.10% 56 $17.10% 30 $20.00% 3 $0 $0 $0 $0 $16.98% 11.00 Last 12 months information as of the start date: 4/01/2011 Parts Product (Eng.65% 6. Forecast DCAL PTOS Sales Equip.05% 6.80% 56 $9.540 $1.00% 6 $26.470 $824 Totals $331.500 $175 $40 $135 $800 $2.86% 8.330 10.725 42.000 50 600 86 19.112 35.687 HYD 1137000 .362 5.0% 30.00% 6 $0 DT 1634030 .437 $174 1.000 50 120 167 17.000 55 273 214 159 45. d to Amount to Opportunity DCAL Opportuntiy Equipme Equipmen subject to Sales Before Coun before Before Count Customer PSSR incentive nt t s Discount t discount Discount PM 0727000 .000 55 200 161 58.000 35 229 667 86.744 20.0% 10.Performance Evaluation Parts Rep Mr.638 $9.0% 20.721 PM 1137000 .375 $0 0.000 8.

Wrap-up & Next Steps • PTOS Information Best Practice: – Mine PTOS data using market analysis information – What does it tell you? What picture does it form? – Compare PTOS info to other data sources and territory knowledge “gut feel” – Ask the question “Why?” – What plans can you put in place to capture the opportunities and/or fix the issues PTOS is displaying? – Refer to PTOS website Marketing page for details on creating reports displayed in this presentation • Work with your Dealer managers and Caterpillar District representatives to target and capture your growth opportunities • Utilize your PTOS Coordinator to assist with analysis • Measure and report your successes internally at your Dealership and Caterpillar 38 8/12/2014 .