Competitive Analysis$-$ Kaizen Auto Group Case Study

Resources Required:

MS PowerPoint

MS Maps

Library research guides

Kaizenauto.com website

Part I$-$ General Competitive Areas $(40\%)$

Consider the three regions that Kaizen operates.

$1\mathrm{.}1.$ Create separate maps of their trading regions showing:

$1\mathrm{.}1\mathrm{.}1.$Locations of their dealerships$-$ with legend or call outs.

$1\mathrm{.}1\mathrm{.}2.$ Locations of their competitors by brand$-$ with drop pins

$1\mathrm{.}2.$ 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?

Are there any dealerships they might compete against located far outside of the trading area you

described above?

$2\mathrm{.}1.$ Explain and consider all three areas.

$2\mathrm{.}2.$ List competition in separate table for each area; include:

$2\mathrm{.}2\mathrm{.}1.$Distance from competitor to trading area.

$2\mathrm{.}2\mathrm{.}2.$ Competitor name and general address $($town$/$city$).$

Part II$-$ Calgary$/$ Alberta South Trading Area $(40\%)$

Who is the competitive set in the Calgary$/$ southern Alberta trading area?

$3\mathrm{.}1.$ Choose one dealership from the Kaizen group in the above trading area.

$3\mathrm{.}2.$ List the brands and dealerships that occupy the same geographical market in the trading area

you described above.

$3\mathrm{.}3.$ Create maps showing:

$3\mathrm{.}3\mathrm{.}1.$Locations of their dealerships$-$ with legend or call outs.

$3\mathrm{.}3\mathrm{.}2.$ Locations of their competitors by brand$-$ with drop pins

Describe the target market for the trading area and dealership that you choose; answer the

following:

$4\mathrm{.}1.$ 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$).$

$4\mathrm{.}2.$ How do demographic, psychographic, and behavioral segments differ between rural based and

city$-$based dealerships?

$4\mathrm{.}3.$ Are there any dealerships they might compete against that is located outside of this trading

area? Explain.