Toyota Canada Inc., Phase 1: Canadian Toyota Dealer Macro Analysis
Phase 1 of this project was to provide, at a "macro" level, a Canada wide strategy that will permit the development of an optimal Toyota dealer network across Canada in the short, medium and long terms. The Phase 1 objective for Talbot Consultants International Inc. was to utilise “leading-edge” retail analytical techniques to determine, from a retail point-of-view, the prime demographic characteristics of a Canadian Toyota buyer and then to utilise that data to determine the current and future underserved Toyota markets across Canada. The project involved conducting a detailed current market analysis of all Canadian Toyota dealers, linking three years of their sales data to our Talbot Neighbourhood Life Cycle™ demographic clustering system, projecting future population growth, obtaining the locational and sales data of all competitive car dealers across Canada and then analysing and mapping the results utilising our internal Geographic Information System (GIS). We then incorporated our primary research into the “best practices” of other car manufacturers world-wide including, in particular, Toyota USA and Toyota Australia. Finally we developed an intuitive GIS based dealer network optimisation model, determined the optimal Canada-wide Toyota dealer network configuration by dealer category and recommended a Toyota national dealer network optimisation solution. The final deliverable was a ranking of all markets across Canada highlighting those markets where the major opportunity for increasing Toyota sales occurred and recommending a very specific, market by market, action plan. The Phase 1 project was successfully completed in 2001 and approval was granted to proceed to the "micro" level analyses at a two-hour presentation to all major executives including the Chairman and the President in early 2002. In August 2002 we presented our findings at the Toyota Canada Dealer Conference in Quebec City.
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