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Automotive - An Industry Analysis Presented To Claritas Precision Marketing Conference By: Cynthia Reyes-Methvin, Research Analyst The Spokesman-Review Spokane, Washington May 17, 1999 The Spokesman-Review’s Vision The Spokane Market

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slide1

Automotive - An Industry Analysis

  • Presented To
  • Claritas Precision Marketing Conference
  • By: Cynthia Reyes-Methvin, Research Analyst
  • The Spokesman-Review
  • Spokane, Washington
  • May 17, 1999
slide2

The Spokesman-Review’s Vision

  • The Spokane Market
  • The Spokesman-Review’s Advertising Departments Role as a TMSC
      • Our Purpose
      • Our Vision, Mission and Values
      • Our Customer Segments
      • Our Service Premise
      • Our Products and Services
  • View of Spokane, WA
      • Demographic Snapshot
      • Market Comparative Analysis
  • Automotive Industry Challenges
      • National and Local Levels
  • Case Study: Ford Dealership
      • Analysis
      • Forecast of Key Issues
  • Partnership with Claritas & The Spokesman-Review
slide3

the preferred information source of news and advertising for the Inland Northwest.

To inspire greater citizen involvement in solving community problems

slide5

MONTANA

SPOKANE

COUNTY

WASHINGTON

IDAHO

CANADA

MONTANA

IDAHO

WASHINGTON

Bonners Ferry

Republic

Kettle Falls

LINCOLN

PEND

Colville

Troy

OREILLE

BONNER

Libby

FERRY

STEVENS

Sandpoint

Newport

Priest River

Chewelah

Deer Park

Grand

Coulee

Rathdrum

Hayden Lake

Wilbur

Spokane

Coeur d\'Alene

Davenport

Liberty Lake

LINCOLN

KOOTENAI

Cheney

(

Wallace

Soap Lake

SPOKANE

Odessa

Ephrata

BENEWAH

Quincy

Ritzville

Moses Lake

SHOSHONE

ADAMS

WHITMAN

GRANT

LATAH

Colfax

Pullman

Moscow

PMA Market Coverage

MSA Market Coverage

slide7

$4,500,000

$4,000,000

$3,500,000

$3,000,000

$2,500,000

$2,000,000

$1,500,000

$1,000,000

$500,000

$0

1998 SPOKANE COUNTY RETAIL SALES

($000)

$4,225,956

(000’s)

$998,689

$595.930

$573,136

$516,563

$303,165

Total Retail

Sales

Auto

General

Furniture/

Furnishings/

Appliance

Eat/Drink

Food

Merchandise

Source: 1998 Sales & Marketing Management’s Survey of Buying Power

slide9

To be the predominant “Total Marketing Services Company” in the Inland Northwest, providing advertising media, strategic marketing, campaign development and promotion planning to our external customers. To be the “COMPANY OF CHOICE” in regard to employment by top professionals in the communications industry who, once employed by us, become our internal customer.

slide10

Three Customer Segments

  • Consumer Reader
  • Commercial Advertiser
  • Internal Customer
slide12

We believe that our readers value media that can inform, amuse, inspire and provoke both thought and action.

Our advertisers and their agents value a medium that provides them a fair return on promotion dollars invested, hassle-free processes and value beyond the core purchase.

Our internal customers a meaningful and satisfying work, fair wage and benefit package, and continuous growth and learning.

slide13

Newspapers Offers:

  • Small space scattered throughout the issue to attract the greatest

number of different readers at once.

  • Continuity schedules that build reach over time.
  • Schedules that reinforce an advertiser’s key selling season.
  • Blockbuster spreads that command immediate attention.
  • Sunday magazines or freestanding inserts to compliment the

regular newspaper buy.

  • Detailed, up-to-date information that enables consumers to make

informed buying decisions.

Source: NAA “Why Newspapers” 1999

slide14

Our Resources

Belden Associates

Research & Consulting Services

slide15

Demographic Snapshot

  • Population Approx.. 412,600
  • Rank Among U.S. MSA’s 121 of 320
  • Estimated Total Households 161,800 (Rank 119)
  • Median Adult Age 44 other markets 42*
  • MSA Median Household EBI $32,732 (Rank 169)
  • Washington State Median HH EBI $36,919
  • U.S. Median HH EBI $34,618
  • Education 55% attended College
    • Other Markets 51% attended College
  • Lower Median HH Income Other markets are 4% higher
  • Reasons why to lower HH income 37% Fewer women work full time; 44% other markets.
  • Slightly fewer white-collar workers 38% Spokane; 41% other
  • Slightly more retired 22% Spokane; 19% other
  • More Single-Family Dwellings 81% Spokane; 74% other
  • More Adults with Children
  • Under 18 at Home 43% Spokane; 39% other
  • *Other Belden Markets

Source: Survey of Buying Power, S&MM, Belden Associates Spokane Market Study 1998.

slide16

National

  • Predicted Decline in U.S. Auto Sales in 1999
  • Car Sales Slowed to Recessionary Levels
  • Industry Consolidation Continues into 21st Century
  • Fewer Dealerships, Larger Volumes
  • Safety Equipment: A Key Market
  • Dealer Competition Increases
  • Internet No Longer a Love-Hate Relationship
slide17

Local

Spokane & Washington State

Automotive Dealer Sales $999 million (123)

Washington State Dealer Sales $12 billion (18)

Source: Survey of Buying Power Online, S&MM.

slide18

Local

TAXABLE RETAIL SALES - AUTOMOTIVE

SPOKANE COUNTY, WA

Source: Department of Revenue, WA State

slide19

Local Economic Factors for Decline

  • Slower Job Growth
  • Higher Unemployment
  • Slower Wage Growth
  • Slower Population Growth
  • Slower Retail Sales Growth
  • Y2K Effects
slide20

Customer Requirements

  • Increase Profitability
  • New Marketing Opportunities
  • Increase Market Share
  • Target, Segmentation, Positioning
  • Marketing Strategy
  • Automotive Consumer Profile
  • Branding Campaign Development
  • Competitive Analysis
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Competitors Locations

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Zip Code Boundaries

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Dealership Locations

slide23

Ford Customers

New Ford Truck Buyers

New Ford SUV Buyers

New Ford Car Buyers

New Ford Van Buyers

Used Car & Truck Buyers

slide24

New Empty Nests-19

Greenbelt Families-17

Boomers & Babies-20

Mobility Blues-25

Big Sky Families-41

Kids & Cul-de-

Greenbelt Families-17

Sacs-05

Gray Collars-26

Military Quarters-40

Shotguns & Pickups-44

Pools & Patios-04

Gray Collars-26

Ford New Truck Profile

Lifestyles of Top Ford New Truck Owners

Online Product Info Last Mo.

Smoke Non Filter Cigarettes

Go to Ice Hockey Games

Eat at Domino’s Pizza

Coupons for Tobacco

4+Overnight Camp Trips

Demographics of Ford New Truck Owners:

From Affluent ($52,600) to Lower Middle ($29,300) Income, College Graduates to High School Education, Suburban to

Rural, Professionals to Farmers, Couples & Families, Age Range from 25-64 emphasis in the 35-54 Age Group.

The following Prizm Clusters make-up the Top Ford New Truck Profile Group

(Top Indices from 325 to 167)

Boomers & Babies: Young White-Collar Suburban Families - Upper Middle Income, 25-54 years, College Educated, Professional (325)

Mobility Blues: Young Families, Middle Income, Under 24 years, 25-34 years, HS/Some College, Blue Collar/Service (Index 291)

Kids & Cul-de-Sacs: Upscale Suburban Families - Affluent, Family, 35-54 years, College Educated, Executive/White Collar (Index 254)

Greenbelt Families: Young, Middle-Class Town Families - Upper Middle, Family, 25-54 years, HS/College, White Collar (Index 238)

New Empty Nesters: Upscale Suburban - Upper Middle Income, Couples, 35-64 years, College Educated, Professional (Index 238)

Big Sky Families: Midscale Couples, Kids & Farmland - Upper Middle Income, 35-54 years, HS/Some College, Blue Collar/Farm (Index 222)

Gray Collars: Aging Couple in Inner Suburbs - Middle Income Couples, Over Age 55, High School Education, Blue Collar/Service (Index 205)

Military Quarters: GI’s & Surrounding Off-Base Families - Lower Middle Income, Age 25-54, Service/White Collar, Some College (Index 187)

Shotguns & Pickups: Rural Blue-Collar Workers & Families - Middle Income, Family, 35-64 years, High School, Blue Collar (Index 182)

Pools & Patios: Established Empty Nesters - Affluent, Couples, Age 55-64 years, College, Professional (Index 167)

Media Habits of Top Ford New Truck Buyers

Product Usage by Top Ford New Truck Buyers

f/X: Net Audience

Fitness Magazine

Bght Bridgestone Tires LYr

Bght Mattress <$250 LYr

Home Shopping Network

MTV

Bght Tires at Autoparstore

Used Credit Union Car Loan

Motorcycle Magazine

Classic Rock

Bght Bedroom Furn $250+ LYr

Domestic/Imported Beer Heavy Users

Actual-Potential Grid for New Ford Truck Customers INVEST & DOMINATE Areas by ZIP Code

MPI (Potential)

200

83815

99036

99208

99003

99037

99212

83814

99023

99005

99201

99216

83842

99202

99019

99203

99217

99011

99204

Invest

Dominate

99021

99205

99218

99020

99251

99022

99206

99223

95

105

99025

99207

99224

AI (Actual)

0

200

Neutral

Innovate

Maintain

Innovate

Maintain

0

Source: 1998 Claritas, Inc..

slide25

Blue Blood Estates-01

Boomers & Babies-20

Mobility Blues-25

New Empty Nests-19

Kids & Cul-de-Sacs-05

Young Influentials-18

Executive Suites-03

Winner\'s Circle-02

Greenbelt Families-17

Pools & Patios-04

Greenbelt Families-17

Ford New SUV Profile

Lifestyles of Top Ford New SUV Owners

Used CompuServe Last Mo.

Add Bathroom

Remodel Bedroom

Go Downhill Skiing

Own Timeshare Residence

Play Tennis on Vacation

Demographics of Ford New SUV Owners:

From Elite ($94,500) to Middle Income Level ($28,000+), College Graduates, Suburban Families & Couples, Professionals

to Blue Collar Occupations, Primary Age Group from 35-54.

The following Prizm Clusters make-up the Top Ford New SUV Profile Group

(Top Indices from 713 to 255)

Blue Blood Estates: Elite Super-Rich Families-Elite, Family - 35-54 years, College Graduates, Professional (Index 713)

Boomers & Babies: Young White-Collar Suburban Families - Upper Middle Income, 25-54 years, College Educated, Professional (Index 455)

Mobility Blues: Young Blue-Collar/Service Families -Middle Income, Families/Couples, <35 years, HS/Some College, BC/Service (Index 455)

New Empty Nesters: Upscale Suburban Fringe Couples-Upper Middle Income, 35-64 years, College Graduates, Professional (Index 416)

Kids & Cul-de-Sacs: Upscale Suburban Families-Affluent, Family, 35-54 years, College Educated, Executive/White Collar (Index 408)

Young Influentials: Upwardly Mobile Singles & Couples-Upper Middle, <24 & 25-34 years, College Graduates, Professional (Index 386)

Pools & Patio’s: Established Empty Nesters - Affluent, Couples, Age 55-64 years, College, Professional (Index 380)

Greenbelt Families: Young, Middle-Class Town Families - Upper Middle, Family, 25-54 years, HS/College, White Collar (Index 328)

Executive Suites: Upscale White-Collar Couples - Affluent, 25-54 years, College Graduates, Professional (Index 281)

Winner’s Circle: Executive Suburban Families - Wealthy, 35-54 years, College Graduates, Professional (Index 255)

Media Habits of Top Ford New SUV Buyers

Product Usage by Top Ford New SUV Buyers

Home Shopping Network

Motorcycle Magazines

Bght Bridgestone Tires LYr

Bght Elec Air Cleanr Last Yr..

f/X:Net Audience

Classic Rock

Bght Bedroom Furn $250+

Bght 35mm Camera Last Yr..

Baby Magazines

Learning Channel

$250+ Sport Jacket Lst Yr..

Bght Sears Tires Last Yr...

Actual-Potential Grid for New Ford SUV Customers INVEST & DOMINATE Areas by ZIP Code

MPI (Potential)

200

83815

99205

83814

99207

99005

99206

83816

99212

99019

99208

99020

99216

99021

99217

99023

99251

Invest

Dominate

99037

99218

99201

99026

99203

99223

99202

95

105

99204

99224

AI (Actual)

0

200

Neutral

Innovate

Maintain

Innovate

Maintain

0

Source: 1998 Claritas, Inc.

slide26

New Empty Nests-19

Boomers & Babies-20

Mobility Blues-25

Executive Suites-03

Winner\'s Circle-02

Kids & Cul-de-

Sacs-05

Greenbelt Families-17

Country Squires-14

Gray Collars-26

Family Scrabble-50

Greenbelt Families-17

Gray Collars-26

Ford New Car Profile

Lifestyles of Top Ford New Car Owners

Online Product Info Last Mo.

Smoke Non Filter Cigarettes

Go to Ice Hockey Games

Stay at Motel 6 on Vacation

Collect Stamps

Buy New Wave Music

Demographics of Ford New Car Owners:

From Upper Middle ($52,600) to Lower Middle ($17,800) Income, College Graduates to Less than High School Education,

Suburban to Second City, Professionals to Blue Collar, Families/Couples, Primary Age Range from 25-54

The following Prizm Clusters make-up the Top New Ford Car Profile Group

(Top Indices from 318 to 194)

Boomers & Babies: Young White-Collar Suburban Families, Upper Middle Income, 25-54 years, College Educated, Professional (Index 318)

Mobility Blues: Young Families, Middle Income, Under 24 years, 25-34 years, HS/Some College, Blue Collar/Service (Index 300)

Executive Suites: Upscale White-Collar Couples - Affluent, Couples, Age 25-54, College Educated, Executive/White Collar (Index 262)

Kids & Cul-de-Sacs: Upscale Suburban Families - Affluent, Family, 35-54 years, College Educated, Executive/White Collar (Index 242)

New Empty Nesters: Upscale Suburban - Upper Middle Income,Couples, 35-64 years, College Educated, Professional (Index 240)

Winner’s Circle: Executive Suburban Families - Wealthy, Family, Age 35-64, College Educated, Executive (Index 238)

Gray Collars: Aging Couple in Inner Suburbs, Middle Income Couples, Over Age 55, High School Education, Blue Collar/Service (Index 236)

Family Scramble: Low-Income Hispanic Families - Poor Families, Under Age 35, Less than High School Education, BC/Service (Index 217)

Country Squires: Elite Exurban Families - Wealthy, Family/Couple, Predominant Age 35-64, College Educated, Executive (Index 213)

Greenbelt Families: Young, Middle-Class Town Families - Upper Middle, Family, 25-54 years, HS/College, White Collar (Index 194)

Media Habits of Top New Ford Car Buyers

Product Usage by Top New Ford Car Buyers

Motorcycle Magazine

Classic Rock

Bght Tires at Autoparstore

Bght Mattress <$250 LYr

f/X:Net Audience

Fitness Magazine

Bght Bridgestone Tires LYr

Bght Elec Air Cleanr LYr

Home Shopping Network

MTV

Bght Bedroom Furn $250+ LYr

Domestic/Imported Beer Heavy Users

Actual-Potential Grid for New Ford Truck Customers INVEST & DOMINATE Areas by ZIP Code

MPI (Potential)

200

83815

99202

99216

99005

99203

99217

83814

99023

99020

99205

99218

83842

99204

99021

99206

99223

99011

99251

Invest

Dominate

99027

99207

99224

99019

99037

99208

95

105

99201

99212

AI (Actual)

0

200

Neutral

Innovate

Maintain

Innovate

Maintain

0

Source: 1998 Claritas, Inc.

slide27

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83854

83854

83815

83815

83815

99224

99224

99224

99224

99224

99224

99207

99207

99207

99224

99224

99224

99207

99207

99207

99207

99207

99207

99205

99205

99205

99205

99205

99205

99205

99205

99205

99216

99216

99216

99216

99216

99216

99216

99216

99216

83814

83814

83814

99212

99212

99212

83814

83814

83814

99212

99212

99212

83814

83814

83814

99212

99212

99212

99019

99019

99019

99019

99019

99019

99019

99019

99019

99122

99122

99122

99122

99122

99122

99001

99001

99001

99122

99122

99122

99001

99001

99001

99037

99037

99037

99001

99001

99001

99037

99037

99037

99037

99037

99037

99203

99203

99203

99203

99203

99203

99203

99203

99203

99204

99204

99204

99204

99204

99204

99204

99204

99204

99011

99011

99011

99011

99011

99011

99011

99011

99011

99206

99206

99206

99206

99206

99206

99016

99016

99016

99206

99206

99206

99022

99022

99022

99016

99016

99016

99016

99016

99016

99022

99022

99022

99022

99022

99022

83816

83816

83816

83816

83816

83816

83816

83816

83816

99223

99223

99223

99223

99223

99223

99223

99223

99223

83839

83839

83839

83839

83839

83839

83839

83839

83839

99008

99008

99008

99008

99008

99008

99008

99008

99008

99023

99023

99023

99023

99023

99023

99036

99036

99036

99023

99023

99023

99036

99036

99036

99036

99036

99036

83810

83810

83810

83810

83810

83810

83850

83850

83850

83810

83810

83810

83850

83850

83850

83850

83850

83850

83833

83833

83833

83833

83833

83833

83833

83833

83833

99020

99020

99020

99020

99020

99020

99020

99020

99020

99014

99014

99014

99014

99014

99014

99014

99014

99014

99030

99030

99030

99030

99030

99030

99030

99030

99030

83842

83842

83842

83842

83842

83842

83876

83876

83876

83842

83842

83842

83876

83876

83876

83876

83876

83876

Zip Code Boundaries

99031

99031

99031

99031

99031

99031

99031

99031

99031

99012

99012

99012

99012

99012

99012

99012

99012

99012

99004

99004

99004

99004

99004

99004

99004

99004

99004

Actual-Potential

83873

83873

83873

83873

83873

83873

99039

99039

99039

83873

83873

83873

99039

99039

99039

99039

99039

99039

83851

83851

83851

83851

83851

83851

99032

99032

99032

83851

83851

83851

99032

99032

99032

99032

99032

99032

99018

99018

99018

83861

83861

83861

99018

99018

99018

83861

83861

83861

Dominate

99018

99018

99018

83861

83861

83861

99202

99202

99202

99202

99202

99202

99202

99202

99202

Invest

83808

83808

83808

0

10

20

83808

83808

83808

83808

83808

83808

Maintain

99017

99017

99017

99017

99017

99017

99149

99149

99149

99017

99017

99017

99149

99149

99149

99033

99033

99033

99149

99149

99149

99033

99033

99033

99033

99033

99033

Innovate

Miles

Actual-Potential

Ford New Trucks

slide28

99148

99148

99148

99148

99148

99148

99148

99148

99148

99181

99181

99181

99156

99156

99156

99181

99181

99181

99156

99156

99156

99181

99181

99181

83813

83813

83813

99156

99156

99156

83813

83813

83813

83813

83813

83813

83856

83856

83856

83856

83856

83856

83856

83856

83856

83811

83811

83811

83811

83811

83811

83811

83811

83811

83809

83809

83809

83809

83809

83809

83809

83809

83809

83804

83804

83804

99009

99009

99009

83804

83804

83804

99009

99009

99009

83804

83804

83804

99009

99009

99009

99173

99173

99173

99173

99173

99173

99173

99173

99173

83869

83869

83869

83869

83869

83869

83869

83869

83869

99110

99110

99110

99110

99110

99110

99110

99110

99110

99006

99006

99006

99006

99006

99006

99006

99006

99006

83803

83803

83803

83803

83803

83803

83803

83803

83803

83801

83801

83801

83801

83801

83801

99003

99003

99003

83801

83801

83801

99003

99003

99003

99003

99003

99003

99013

99013

99013

99013

99013

99013

99013

99013

99013

99034

99034

99034

99034

99034

99034

99034

99034

99034

99040

99040

99040

99040

99040

99040

99040

99040

99040

99021

99021

99021

99021

99021

99021

99021

99021

99021

83858

83858

83858

83858

83858

83858

99005

99005

99005

83858

83858

83858

99005

99005

99005

99005

99005

99005

99026

99026

99026

99026

99026

99026

99026

99026

99026

Legend

83837

83837

83837

99208

99208

99208

83837

83837

83837

99208

99208

99208

99251

99251

99251

83837

83837

83837

99208

99208

99208

99251

99251

99251

99251

99251

99251

99258

99258

99258

99258

99258

99258

99025

99025

99025

99258

99258

99258

99025

99025

99025

83835

83835

83835

99025

99025

99025

83835

83835

83835

99218

99218

99218

83835

83835

83835

99218

99218

99218

99218

99218

99218

99201

99201

99201

99201

99201

99201

99201

99201

99201

99029

99029

99029

99217

99217

99217

99029

99029

99029

99217

99217

99217

99029

99029

99029

99217

99217

99217

99027

99027

99027

83854

83854

83854

83815

83815

83815

99027

99027

99027

83854

83854

83854

83815

83815

83815

99027

99027

99027

83854

83854

83854

83815

83815

83815

99224

99224

99224

99224

99224

99224

99207

99207

99207

99224

99224

99224

99207

99207

99207

99207

99207

99207

99205

99205

99205

99205

99205

99205

99205

99205

99205

99216

99216

99216

99216

99216

99216

99216

99216

99216

83814

83814

83814

99212

99212

99212

83814

83814

83814

99212

99212

99212

83814

83814

83814

99212

99212

99212

99019

99019

99019

99019

99019

99019

99019

99019

99019

99122

99122

99122

99122

99122

99122

99001

99001

99001

99122

99122

99122

99001

99001

99001

99037

99037

99037

99001

99001

99001

99037

99037

99037

99037

99037

99037

99203

99203

99203

99203

99203

99203

99203

99203

99203

99204

99204

99204

99204

99204

99204

99204

99204

99204

99011

99011

99011

99011

99011

99011

99011

99011

99011

99206

99206

99206

99206

99206

99206

99016

99016

99016

99206

99206

99206

99022

99022

99022

99016

99016

99016

99022

99022

99022

99016

99016

99016

99022

99022

99022

83816

83816

83816

83816

83816

83816

83816

83816

83816

99223

99223

99223

99223

99223

99223

99223

99223

99223

83839

83839

83839

83839

83839

83839

83839

83839

83839

99008

99008

99008

99008

99008

99008

99008

99008

99008

99023

99023

99023

99023

99023

99023

99036

99036

99036

99023

99023

99023

99036

99036

99036

99036

99036

99036

83810

83810

83810

83810

83810

83810

83850

83850

83850

83810

83810

83810

83850

83850

83850

83850

83850

83850

83833

83833

83833

83833

83833

83833

83833

83833

83833

99020

99020

99020

99020

99020

99020

99020

99020

99020

99014

99014

99014

99014

99014

99014

99014

99014

99014

99030

99030

99030

99030

99030

99030

99030

99030

99030

Zip Code Boundaries

83842

83842

83842

83842

83842

83842

83876

83876

83876

83842

83842

83842

83876

83876

83876

83876

83876

83876

99031

99031

99031

99031

99031

99031

99031

99031

99031

99012

99012

99012

99012

99012

99012

99012

99012

99012

Actual-Potential

99004

99004

99004

99004

99004

99004

99004

99004

99004

83873

83873

83873

99039

99039

99039

83873

83873

83873

99039

99039

99039

83873

83873

83873

99039

99039

99039

83851

83851

83851

Dominate

83851

83851

83851

99032

99032

99032

83851

83851

83851

99032

99032

99032

99032

99032

99032

99018

99018

99018

83861

83861

83861

99018

99018

99018

83861

83861

83861

99018

99018

99018

Invest

83861

83861

83861

99202

99202

99202

99202

99202

99202

99202

99202

99202

0

10

20

Maintain

83808

83808

83808

83808

83808

83808

83808

83808

83808

Innovate

99017

99017

99017

99017

99017

99017

99149

99149

99149

99017

99017

99017

99033

99033

99033

99149

99149

99149

99033

99033

99033

99149

99149

99149

99033

99033

99033

Miles

Actual-Potential

Ford New SUV’s

slide29

99148

99148

99148

99148

99148

99148

99148

99148

99148

99181

99181

99181

99156

99156

99156

99181

99181

99181

99156

99156

99156

99181

99181

99181

83813

83813

83813

99156

99156

99156

83813

83813

83813

83813

83813

83813

83856

83856

83856

83856

83856

83856

83856

83856

83856

83811

83811

83811

83811

83811

83811

83811

83811

83811

83809

83809

83809

83809

83809

83809

83809

83809

83809

83804

83804

83804

99009

99009

99009

83804

83804

83804

99009

99009

99009

83804

83804

83804

99009

99009

99009

99173

99173

99173

99173

99173

99173

99173

99173

99173

83869

83869

83869

83869

83869

83869

83869

83869

83869

99110

99110

99110

99110

99110

99110

99110

99110

99110

99006

99006

99006

99006

99006

99006

99006

99006

99006

83803

83803

83803

83803

83803

83803

83803

83803

83803

83801

83801

83801

83801

83801

83801

99003

99003

99003

83801

83801

83801

99003

99003

99003

99003

99003

99003

99013

99013

99013

99013

99013

99013

99013

99013

99013

99034

99034

99034

99034

99034

99034

99034

99034

99034

99040

99040

99040

99040

99040

99040

99040

99040

99040

99021

99021

99021

99021

99021

99021

99021

99021

99021

83858

83858

83858

83858

83858

83858

99005

99005

99005

83858

83858

83858

99005

99005

99005

99005

99005

99005

99026

99026

99026

99026

99026

99026

99026

99026

99026

Legend

83837

83837

83837

99208

99208

99208

83837

83837

83837

99208

99208

99208

99251

99251

99251

83837

83837

83837

99208

99208

99208

99251

99251

99251

99251

99251

99251

99258

99258

99258

99258

99258

99258

99025

99025

99025

99258

99258

99258

99025

99025

99025

83835

83835

83835

99025

99025

99025

83835

83835

83835

99218

99218

99218

83835

83835

83835

99218

99218

99218

99218

99218

99218

99201

99201

99201

99201

99201

99201

99201

99201

99201

99029

99029

99029

99217

99217

99217

99029

99029

99029

99217

99217

99217

99029

99029

99029

99217

99217

99217

99027

99027

99027

83854

83854

83854

83815

83815

83815

99027

99027

99027

83854

83854

83854

83815

83815

83815

99027

99027

99027

83854

83854

83854

83815

83815

83815

99224

99224

99224

99224

99224

99224

99207

99207

99207

99224

99224

99224

99207

99207

99207

99207

99207

99207

99205

99205

99205

99205

99205

99205

99205

99205

99205

99216

99216

99216

99216

99216

99216

99216

99216

99216

83814

83814

83814

99212

99212

99212

83814

83814

83814

99212

99212

99212

83814

83814

83814

99212

99212

99212

99019

99019

99019

99019

99019

99019

99019

99019

99019

99122

99122

99122

99122

99122

99122

99001

99001

99001

99122

99122

99122

99001

99001

99001

99037

99037

99037

99001

99001

99001

99037

99037

99037

99037

99037

99037

99203

99203

99203

99203

99203

99203

99203

99203

99203

99204

99204

99204

99204

99204

99204

99204

99204

99204

99011

99011

99011

99011

99011

99011

99011

99011

99011

99206

99206

99206

99206

99206

99206

99016

99016

99016

99206

99206

99206

99022

99022

99022

99016

99016

99016

99022

99022

99022

99016

99016

99016

99022

99022

99022

83816

83816

83816

83816

83816

83816

83816

83816

83816

99223

99223

99223

99223

99223

99223

99223

99223

99223

83839

83839

83839

83839

83839

83839

83839

83839

83839

99008

99008

99008

99008

99008

99008

99008

99008

99008

99023

99023

99023

99023

99023

99023

99036

99036

99036

99023

99023

99023

99036

99036

99036

99036

99036

99036

83810

83810

83810

83810

83810

83810

83850

83850

83850

83810

83810

83810

83850

83850

83850

83850

83850

83850

83833

83833

83833

83833

83833

83833

83833

83833

83833

99020

99020

99020

99020

99020

99020

99020

99020

99020

99014

99014

99014

99014

99014

99014

99014

99014

99014

99030

99030

99030

99030

99030

99030

99030

99030

99030

Zip Code Boundaries

83842

83842

83842

83842

83842

83842

83876

83876

83876

83842

83842

83842

83876

83876

83876

83876

83876

83876

99031

99031

99031

99031

99031

99031

99031

99031

99031

99012

99012

99012

99012

99012

99012

99012

99012

99012

Actual-Potential

99004

99004

99004

99004

99004

99004

99004

99004

99004

83873

83873

83873

99039

99039

99039

83873

83873

83873

99039

99039

99039

83873

83873

83873

99039

99039

99039

83851

83851

83851

Dominate

83851

83851

83851

99032

99032

99032

83851

83851

83851

99032

99032

99032

99032

99032

99032

99018

99018

99018

83861

83861

83861

99018

99018

99018

83861

83861

83861

99018

99018

99018

Invest

83861

83861

83861

99202

99202

99202

99202

99202

99202

99202

99202

99202

0

10

20

Maintain

83808

83808

83808

83808

83808

83808

83808

83808

83808

Innovate

99017

99017

99017

99017

99017

99017

99149

99149

99149

99017

99017

99017

99033

99033

99033

99149

99149

99149

99033

99033

99033

99149

99149

99149

99033

99033

99033

Miles

Actual-Potential

Ford New Cars

slide31

Market Identified & Measured

  • Large Profitable Segments
  • Reachable Market
  • Segment Responsiveness
  • Stable Segments
slide33

the preferred source of news and advertising for the Inland Northwest.

To inspire greater citizen involvement in solving community problems

Our Philosophy

our customer by helping them fulfill their marketing and promotional informational needs.

slide34

Sales & Marketing Management, Survey of Buying Power

Belden Associates 1998 Market Study

Department of Revenue, WA State

Spokane at the New Millennium, Shaun Higgins

Spokane Journal of Business

Automotive News

Monthly Investment Review, Industry Surveys, Dec. 1998

Auto & Auto Parts Industry Survey, December 24, 1998

U.S. Motor Vehicle Market Quick Facts

Cross-Sell

Claritas, Inc.

The Spokesman-Review

S- R Research Team, Cynthia Reyes-Methvin & Jodi Nordby

slide35

Thank You

The End

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