2015 Tire Review - Tire Industry Benchmarking Study

Please provide a response to each question based on a single location of an independent tire dealership.  If there are multiple locations in your company, encourage all locations to complete a separate questionnaire. 

If your location is a tire-company-owned store or part of a franchised chain, please do not complete the survey.

If you do not know the answer to a question or if a question does not apply or is unclear; simply leave that answer blank.

You must provide contact information at the end of the questionnaire if you wish to:
     - Enter your location in Tire Review's 2015 Top Performers Awards Program
     - Receive a free Customized Benchmarking Report that compares your location against groupings of similar types of dealers (e.g., by type of business).

Your responses will remain confidential.  Only Tire Review and the research organization conducting the study will have access to  your individual responses.  Findings will only be reported in aggregate groups.

PLEASE READ:
     - If you exit the questionnaire site prior to submitting, your responses will be lost. 
     - We understand your time is valuable, if for any reason you are unable to complete this survey in one sitting please go to the end of the survey and click Submit Form.  Once you are available to finish the remainder of the survey please call our toll free number (877) 957-2171  to complete the survey from where you stopped at via phone.
     - If you wish to maintain a copy of your responses, print a copy of your survey form prior to submitting.
     - When you have completed the survey, click Submit Form.

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1. Please identify your dealership as one of the following: (check one)

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2. In which U.S. state or Canadian province is your particular location?

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3. What is the radius of your location’s core trade area? (check one)

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4. How many years has this location been in operation?

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5. If part of a tire dealership group, how long has the dealership been in business?

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6. What is the square footage of your location and its departments?

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7. What was the annual gross revenue of this location in 2014?

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8. What was your location’s 2014 Gross Profit dollars on the following:

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9.

What percentage of your retail tire sales did each of these segments represent:

(Please only include numbers, DO NOT INCLUDE % sign)

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10. Do you include any of these with your standard tire sales? (check all that apply)

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11. Do you list your location’s tire prices on your website?

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12. Do you list your location’s service prices on your website?

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13. How did gross revenue for this location change in 2014 vs. 2013?

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14. How do you anticipate revenue will change in 2015 vs. 2014?

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15. What are your location’s typical service parts revenue as a percentage of a service ticket?

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16. For 2014, what was your location’s actual tire/service dollar sales mix?  

(Please only include numbers, DO NOT INCLUDE $$ sign)

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17. How many tire units are typically in your retail tire inventory at this location (average)?

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18. How many retail tire inventory turns did you have in 2014 (total annual inventory / average on-hand inventory)?

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19. If this location has wholesale business:

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20. How many of each of the following exist at your location?

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21. What percentage of your location’s 2014 operating budget was allocated to:

(Please only include numbers, DO NOT INCLUDE %% sign)

Total should be 100%

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22. What percentage of your weekly customers are? (total should = 100%)

(Please only include numbers, DO NOT INCLUDE %% sign)

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23. Please indicate the approximate measures at your location for the following:

(Please only include numbers, DO NOT INCLUDE %% sign)

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24. What percentage of your tire sales are derived from the following categories?

(Please only include numbers, DO NOT INCLUDE %% sign)

Total should be 100%.

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25. Approximately how many service/repair jobs are completed per month?

ONLY INCLUDE NUMBERS

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26. Please identify the top 5 P/LT brands you regularly carry?

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27. Please identify the top 3 medium truck brands you regularly carry?

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28. What percentage of your location’s monthly tire sales include:

(Please only include numbers, DO NOT INCLUDE %% sign)

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29. Which of the following accessory products do you stock and sell? (check all that apply)

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30. What is your location’s average gross profit margin on:

(Please only include numbers)

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31. How many full-time employees and equivalents (FTEs) at your dealership, and 
what are the approximate annual salaries for those positions?

  Number of FTEs Average annual compensation per position
Location manager
Sales/customer service
Outside sales
Office/support
Service techs
Tire techs
Field service
Other
Total employees (sum of above)

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32. In terms of total location wages, what was payroll as a percentage of revenue in 2014?

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33. Which of the following employee practices/programs are in use at your location? (check all that apply)

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34. Where does your staff receive tire and tire service education? (check all that apply)

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35. Where do service technicians receive service/repair training? (check all that apply)

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36. What was your average retail tire mark-up percentage in 2014?

(Please only include numbers, DO NOT INCLUDE %% sign)

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37. What was your average service parts mark-up percentage in 2014?

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38. How much of your sales were:

(Please only include numbers, DO NOT INCLUDE %% sign)

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39. Please indicate the total number of hours of operation for your location:


___ hours

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40. What percentage of your location’s appointments were made:

(Please only include numbers, DO NOT INCLUDE %% sign)

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41. Which of the following is a regular activity at your location? (check all that apply)

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42. Approximately how many of these competitors are in your location’s trade area?

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43. Approximately what percentage of revenue was spent on the following in 2014?

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44. What was your location’s net profit percentage in 2014?

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45. How do you anticipate your net profit (dollars) will change in 2015 vs. 2014? (check one)

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46. For 2014, what was your location’s average monthly accounts receivable?

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47. What percentage of advertising and marketing is spent on the following:

(Please only include numbers, DO NOT INCLUDE %% sign)

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48. Which of the following is in use at your dealership? (check all that apply)

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49. Which of the following pieces of information do you collect from your customers? (check all that apply)

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50. What is your primary method for conducting customer satisfaction surveys?  (check one)

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51. Which of the following services are offered at your location? (check all that apply)

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52. How is your location’s computer system used? (check all that apply)

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53. How often do you add/change the content on your dealership’s website (not including materials delivered by any website provider or tire supplier)? (check one)

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54. How often do you review and analyze your website analytics? (check one)

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55. What percentage of your marketing budget is directed to building and managing your website?

(%)

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56.

Approximately how many hours per week are invested by you and staff in social media communications?

____ hours

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57. Thank you for completing the questionnaire. You must provide the following information to enter the Tire Review Top Performer Awards Program and/or to receive your free Customized Benchmark Report.

 (Required.)

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