Competitive Analysis Kaizen Auto Group Case Study Resources Required: I MS PowerPoint I MS Maps - Library research guides - Kaizenauto.com website Part |- General Competitive Areas {40%} 1. Consider the three regions that Kaizen operates. 1.1. Create separate maps of their trading regions showing: 1.1.1.Locations of their dealerships- with legend or call outs. 1.1.2.Locations of their competitors by brand with drop pins 1.2. Show the general outline of the trading area with a circle how far or how long do you believe a prospect or customer would drive to visit a Kaizen dealership? 2. Are there any dealerships they might compete against located far outside of the trading area you described above? 2.1. Explain and consider all three areas. 2.2. List competition in separate table for each area; include: 2.2.1.Distance from competitor to trading area. 2.2.2.Cornpetitor name and general address [town/city]. Part II- Calgary! Alberta South Trading Area [40%] 3. Who is the competitive set in the Calgarw' southern Alberta trading area? 3.1. Choose one dealership from the Kaizen group in the above trading area. 3.2. List the brands and dealerships that occupv the same geographical market in the trading area you described above. 3.3. Create maps showing: 3.3.1.Locations of their dealerships- with legend or call outs. 3.3.2.Locations of their competitors by brand with drop pins 4. Describe the target market for the trading area and dealership that you choose; answer the following: 4.1. Does the target market that this dealership serves differ from the target market of Kaizen's Calgary dealerships? [Consider the other brands that Kaizen has in its portfolio}. 4.2. Howr do demographic, psvchographic, and behavioral segments differ between rural based and citybased dealerships? 4.3. Are there any dealerships thew,I might compete against that is located outside of this trading area? Explain. Part III- Business to Business Auto Sales and Kaizen Brands {20%} 5. Automobile sales can be to individuals or to businesses. 5.1. Thinking about the target market, what types of businesses might Kaizen sell to in your trading area? 5.2. How would you describe the BEE! target market