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Sample Mekko4 Presentation

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This is a Mekko Graphics sample presentation that demonstrates Mekko's capabilities.

This is a Mekko Graphics sample presentation that demonstrates Mekko's capabilities.

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  • 1. Mekko Graphics Sample Charts Market Analysis of the Athletic Footwear Market 1
  • 2. Introduction • These charts illustrate how the Mekko Graphics 4 software can be used with Microsoft PowerPoint to produce strategic charts • One or more charts are included for each chart type – in the Notes section, there is a description of each chart – the charts can be copied and pasted into your own presentation – they can then be modified to replace our data with your own data • Our example: a strategic market analysis of the athletic footwear market • Each slide has a message (a tag line) that highlights the key message of the slide • In almost all cases the data is real and is derived from three sources: – Sporting Goods Intelligence (www.sginews.com) – Sporting Goods Manufacturing Association (www.sgma.com) – Nike (www.nikebiz.com) 2
  • 3. Marimekko Chart (1 of 3) Nike dominates its top four competitors with a mix of U.S. and international sales. Footwear Sales in $ Million $6,437 $2,635 $1,874 $1,031 $590 100% Licensed Licensed Licensed 80 Int'l Int'l Int'l Int'l 60 Int'l 40 U.S. U.S. U.S. U.S. 20 U.S. 0 Nike Reebok Adidas Fila 3 Source: Sporting Good Intelligence (www.sginews.com)
  • 4. Marimekko Chart (2 of 3) Nike dominates its other competitors with a mix of U.S. and international sales. Some smaller competitors are focused on the U.S. and others have an international focus. Footwear sales in $ Million $5 1 3 90 $5 5 $348 $275 $265 05 ,0 5 $6,437 $2,635 $1,874 $3,708 Total = $18,223 $1 $5 100% Licensed Licensed Licensed 80 Int'l Int'l Int'l Int'l 60 Int'l Int'l 40 U.S. U.S. U.S. 20 U.S. U.S. 0 Nike Reebok Adidas Fila Others al s a k rw d PS Ba rse A S ce um A i Ke IC n e la ew v N on C 4 Source: Sporting Good Intelligence (www.sginews.com)
  • 5. Marimekko Chart (3 of 3) Top five competitors by market. The U.S. market is more consolidated than the international and licensed markets. Footwear Sales in $ Million $8,135 $8,455 $1,633 Total = $18,223 100% Others Others Others 80 Converse Fila ASICS Adidas Fila 60 Puma Reebok Adidas New Balance 40 Reebok Converse Adidas Nike 20 Nike Reebok 0 U.S. Int'l Licensed 5 Source: Sporting Good Intelligence (www.sginews.com)
  • 6. Bar-Mekko Chart While more women’s footwear is sold, the average sales price is higher for men’s footwear. Average Price per Pair Total = 340.8 Million Pairs sold $60 $51 $41 average price $42.50 40 $30 $22 20 0 Women's Men's Juniors' Sales (in $ $6.7 $6.1 $1.5 $0.2 billion) 162.6 119.0 48.7 10.5 Pairs Sold (in millions) 6 Source: Sporting Good Intelligence (www.sginews.com)
  • 7. Cascade (or Waterfall) Chart (1 of 3) Basketball, cross-training and running are the three largest categories of athletic footwear. Sales by Category (in $ Billion) $1.1B $14.8B $15B $0.2B $0.2B $0.3B $0.5B $0.8B $0.9B $1.2B 10 $1.8B $2.3B $2.5B 5 $3.0B 0 Basketball Cross Running Athleisure Walking Hiking Tennis Aerobic Sports Baseball/ Soccer Other Total sandals Softball training 7 Source: Sporting Good Intelligence (www.sginews.com)
  • 8. Horizontal Cascade Chart (2 of 3) Basketball, cross-training and running are the three largest categories of athletic footwear. Total $14.8B Other $1.1B Soccer $0.2B $0.2B Baseball/ Softball Sports sandals $0.3B Aerobic $0.5B Tennis $0.8B Hiking $0.9B Walking $1.2B Athleisure $1.8B Running $2.3B Cross training $2.5B Basketball $3.0B 0 5 10 15 8 Source: Sporting Good Intelligence (www.sginews.com)
  • 9. Cascade (or Waterfall) Chart (3 of 3) Nike’s net income grew through revenue increase and cost of sales savings, tempered by an increase in selling and admin expenses. Nike Net Income Change Between 1999 and 2000 in $ Million $1,000 800 $89.7 $218.2 $45.0 $579.1 600 -$179.8 -$45.4 $451.4 400 200 0 Net Income Revenue Cost of Selling & Other Income Net Income 2004 Sales Admin Expenses Taxes 2005 Change in Income and Expense Items 9 Source: Nike annual report (www.nikebiz.com)
  • 10. Cluster Bar Chart Nike sales were predominately from the U.S., while Adidas sales were predominately international. Footwear Sales in $ Million $4,000 $3,797 3,000 $2,640 2,000 $1,229 $1,172 $1,098 1,000 Licensed $490 International $308 $212 U.S. 0 Nike Reebok Adidas 10 Source: Sporting Good Intelligence (www.sginews.com)
  • 11. Stacked Bar Chart (1 of 3) Fila sales decreased significantly, while Converse sales increased by almost 50%. Footwear Sales in $ Million CAGR Sales Growth 12% $10,000 $8,074 8,000 $7,215 10% Others $1,785 Others $1,622 Converse $285 47% 6,000 -12% Fila $488 Converse $194 26% Adidas $490 Fila $555 Adidas $390 3% Reebok $1,229 4,000 Reebok $1,193 2,000 16% Nike $3,797 Nike $3,261 0 2001 2002 11 Source: Sporting Good Intelligence (www.sginews.com)
  • 12. Stacked Bar Chart (2 of 3) Basketball, cross-training and running are the three largest categories of athletic footwear. Soccer $0.2B Baseball/ Softball $0.2B Sales in $ Billion Sports sandals $0.3B Aerobic $0.5B $14.8B $15B Other $1.1B Tennis $0.8B Hiking $0.9B Walking $1.2B 10 Athleisure $1.8B Running $2.3B 5 Cross training $2.5B Basketball $3.0B 0 Sales by Category 12 Source: Sporting Goods Manufacturers Association (www.sgma.com)
  • 13. Stacked Bar Chart (3 of 3) While more women’s footwear is sold, the average sales price is higher for men’s footwear. Average Price per Pair $60 $51 $41 average price $42.50 40 $30 $22 20 0 Men's Women's Juniors' Infants' Sales (in $ $6.1 $6.7 $1.5 $0.2 billion) 119.0 162.6 48.7 10.5 Pairs Sold (in millions) 13 Source: Sporting Goods Manufacturers Association (www.sgma.com)
  • 14. Horizontal Cluster Bar Chart Nike sales were predominately from the U.S., while Adidas sales were predominately international. $3,797 Nike $2,640 $1,229 Reebok $1,098 $490 Adidas $1,172 $488 Fila $407 $285 U.S. Converse $165 Int'l 0 1,000 2,000 3,000 $4,000 Footwear Sales in $ Million 14 Source: Sporting Good Intelligence (www.sginews.com)
  • 15. 100% Stacked Bar Chart (1 of 5) Nike dominates U.S. branded athletic footwear market Footwear Sales in $ Million Foot-Joy 2% ASICS 2% $8,074 100% Keds 2% Others 11% Airwalk 2% 80 New Balance 3% Converse 4% Fila 6% Adidas 6% 60 Reebok 15% 40 Nike 47% 20 0 2002 Source: Sporting Good Intelligence (www.sginews.com) 15
  • 16. 100% Stacked Bar Chart (2 of 5) Nike market share grew significantly, while Reebok and Fila shrunk Footwear Sales in $ Million $7,215 $8,074 100% 22% 22% 80 3% 4% 6% 8% 6% 5% 60 15% 17% 40 Others Converse 47% Fila 45% 20 Adidas Reebok Nike 0 2001 2002 16 Source: Sporting Good Intelligence (www.sginews.com)
  • 17. 100% Stacked Bar Chart (3 of 5) Nike, Adidas and Fila share grew over the past 5 years, while Reebok, Converse and smaller competitors fell behind. Footwear Sales in $ Million $5,994 $6,375 $6,574 $7,215 $8,074 100% 22% 22% 26% 32% 34% 80 4% 3% 3% 6% 8% 6% 5% 6% 5% 4% 5% 5% 60 4% 5% 15% 3% 17% 21% 21% 22% 40 Others Converse 47% Fila 45% 20 38% Adidas 33% 32% Reebok Nike 0 1998 1999 2000 2001 2002 In Millions of Dollars 17 Source: Sporting Good Intelligence (www.sginews.com)
  • 18. 100% Stacked Bar Chart (4 of 5) Licensing is a small, but significant, revenue source for all companies, except Nike. Footwear Sales in $ Million $6,437 $2,635 $1,874 $1,031 $590 100% 80 60 40 20 Licensed Int'l U.S. 0 Nike Reebok Adidas Fila Converse 18 Source: Sporting Good Intelligence (www.sginews.com)
  • 19. 100% Stacked Bar Chart (5 of 5) While Nike and Reebok have a mix of U.S. and international sales, most other competitors focus either on the U.S. or international markets solely. Footwear sales in $ Million $2 7 $1 5 $1 4 $5 1 59 3 3 7 3 90 55 48 75 65 05 84 76 73 59 54 50 45 17 10 ,4 ,6 ,8 ,0 ,2 1 $6 $5 $5 $3 $2 $2 $1 $1 $1 $1 $1 $1 $1 $1 $1 $8 $2 100% 80 60 40 20 Licensed Int'l U.S. 0 a ra S Re ke Ba rse AS e Et r Ad k D alk K- Joy as Ai ds Hs Br c ks M to Fo uno LA iss O ic s la ea n Te er o nc m IC on t do C Fi oo id Va Ke i eb Sw Lo N rw th ew nve Pu G - i- la iz ot ia o N 19 Source: Sporting Good Intelligence (www.sginews.com)
  • 20. Area Chart Nike, Adidas and Fila sales grew faster than the industry average over the past 5 years, while Reebok, Converse and smaller competitors fell behind. Footwear Sales in $ Million CAGR Industry 6.1% $8,000 Others -2.8% 1.5% Converse 6,000 Fila 14.4% Adidas 20.9% Reebok -0.7% 4,000 2,000 Nike 14.2% 0 1998 1999 2000 2001 2002 20 Source: Sporting Good Intelligence (www.sginews.com)
  • 21. 100% Area Chart Nike, Adidas and Fila share grew over the past 5 years, while Reebok, Converse and smaller competitors fell behind. 100% Others 80 Converse Fila Adidas 60 Reebok 40 Nike 20 0 1998 1999 2000 2001 2002 21 Source: Sporting Good Intelligence (www.sginews.com)
  • 22. Stacked Bar Line Chart Nike’s sales have increased significantly with a greater reliance on non-U.S. markets. Net income growth has not kept pace with sales growth. Sales and Net Income in $ Million $10,000 $9,553 $9,187 $8,995 $8,777 Americas Asia 8,000 Pacific $6,471 Europe 6,000 $4,761 $3,931 $3,790 4,000 $3,405 $3,004 U.S. 2,000 Net Income ($ Million) 0 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 Net Income ($ $287 $329 $365 $299 $400 $553 $796 $400 $451 $579 Million) 22 Source: Nike (www.nikebiz.com)
  • 23. Cluster Bar Line Chart Price per pair has increased across all four market segments from 1993 to 1997. Price per Pair $60 $51.1 $50.5 $47.7 $47.5 $46.8 $41.1 Average price $39.8 40 $37.4 $37.2 $37.0 $30.4 $28.6 $26.9 $25.8 $25.6 Men's $22.2 Women's $20.6 $19.9 $19.9 $19.4 20 Juniors' Infants' 0 1998 1999 2000 2001 2002 Retail Sales $12B $12B $13B $14B $15B 23 Source: Sporting Goods Manufacturers Association (www.sgma.com)
  • 24. Horizontal Stacked Bar Chart Nike sales were predominately from the U.S., while Adidas sales were predominately international. Licensing is a small, but significant, revenue source for all companies, except Nike. Nike $6,437 Reebok $2,635 Adidas $1,874 Fila $1,031 Licensed Int'l Converse $590 U.S. 0 2,000 4,000 6,000 $8,000 Footwear Sales in $ Million 24 Source: Sporting Good Intelligence (www.sginews.com)
  • 25. Line Chart Nike overtook Reebok in sales in 1989 and has grown rapidly. Footwear Sales in $ Million $4,000 Nike 3,000 2,000 Reebok 1,000 0 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 25 Source: Sporting Good Intelligence (www.sginews.com)
  • 26. 2Y Line Chart Retail sales dipped between 1997 and 1999 as price per pair increased. Retail Sales in $ Billion Average Price per Pair $16B $45 15 price per pair 43 15 41 14 retail sales 14 39 13 37 13 12 35 1998 1999 2000 2001 2002 2003 2004 2005 26 Source: Sporting Goods Manufacturers Association (www.sgma.com)
  • 27. 2Y Cluster Bar Chart While more women’s footwear is sold, the average sales price is higher for men’s footwear. Pairs Sold (in millions) Average Price per Pair 200 $60 average price per pair $42.50 150 40 100 51.14 162.60 41.10 20 119.00 30.41 50 22.23 48.70 10.50 0 0 Men's Women's Juniors' Infants' Sales (in $ $6.1 $6.7 $1.5 $0.2 billion) 27 Source: Sporting Goods Manufacturers Association (www.sgma.com)
  • 28. 2Y Stacked Bar Line Chart Nike’s sales have increased significantly with a greater reliance on non-U.S. markets. Revenue growth has not kept pace with sales growth. Sales in $ Million Net Income in $ Million $10,000 $1,000 $9,553 $9,187 $8,995 $8,777 Americas Asia 8,000 800 Pacific $6,471 Europe 6,000 600 Net Income $4,761 $3,931 $3,790 4,000 400 $3,405 $3,004 U.S. 2,000 200 0 0 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 Net Income $287 $329 $365 $299 $400 $553 $796 $400 $451 $579 28 Source: Nike (www.nikebiz.com)
  • 29. 2Y Cluster Bar Line Chart Retail sales dipped between 1997 and 1999 as price per pair increased. Retail Sales in $ Billion Average Price per Pair $25 $50 price per pair 20 40 $15.3B $15.1B $14.7B $14.5B 15 $14.1B $13.3B $12.4B $12.1B 30 10 Retail 20 Sales 5 0 10 1998 1999 2000 2001 2002 2003 2004 2005 29 Source: Sporting Goods Manufacturers Association (www.sgma.com)
  • 30. Pie Chart (1 of 3) Nike dominates U.S. branded athletic footwear market. Others $908 Foot-Joy $122 ASICS $130 Keds $180 Airwalk $180 New Balance $265 Nike $3,797 Converse $285 Fila $488 Adidas $490 Reebok $1,229 30 Source: Sporting Good Intelligence (www.sginews.com)
  • 31. Pie Chart (2 of 3) The international footwear market is about equally divided between U.S. and non-U.S. sales. Total Market $18,223 million Licensed 9 U.S. 45 International 46 31 Source: Sporting Good Intelligence (www.sginews.com)
  • 32. Pie Chart (3 of 3) Basketball, cross-training and running are the three largest categories of athletic footwear. Baseball/ Softball 1.5% Soccer 1.0% Other 7.4% Total market $14.8B Sports sandals 2.3% Basketball 20.2% Aerobic 3.2% Tennis 5.6% Hiking 5.8% Cross training 16.7% Walking 8.2% Athleisure 12.3% Running 15.8% 32 Source: Sporting Goods Manufacturers Association (www.sgma.com)
  • 33. X-Y Linear Bubble Chart Nike experienced strong growth in the U.S. and overseas, while Fila experienced international growth and lower U.S. sales. International Sales Growth 2001-2002 40.0% 30.0 Nike Fila 20.0 New Reebok Adidas Balance 10.0 Converse 0.0 $1B Puma Sales ASICS -10.0 -20.0 0.0 20.0 40.0 60.0% U.S Sales Growth 2001-2002 33 Source: Sporting Good Intelligence (www.sginews.com)
  • 34. X Log Bubble Chart Adidas and New Balance experienced a relatively high return on sales when compared to their market share. Return on Sales 20.0% Adidas 15.0 Reebok Nike 10.0 New Balance Fila 5.0 Converse $2B ASICS Puma Sales 0.0 0.1 0.2 0.5 1 2 5 10 Relative Market Share 34 Source: Sporting Good Intelligence (www.sginews.com). Return on sales data is fictitious..
  • 35. Y Log Bubble Chart Adidas and New Balance experienced a relatively high return on sales when compared to their market share. Relative Market Share 10 5 Nike $6,437B 2 Reebok 1 $2,635B Adidas Converse $590B $1,874B 0.5 New Balance $555B Fila $1,031B $2B ASICS 0.2 $548B Sales Puma $375B 0.1 0.0 5.0 10.0 15.0% Return on Sales 35 Source: Sporting Good Intelligence (www.sginews.com). Return on sales data is fictitious..
  • 36. X-Y Log Bubble Chart Most companies are strong in both the U.S. and international. New Balance, however, has a weak international presence. Relative Market Share Int'l 10 Nike 5 Adidas 2 1 Reebok ASICS 0.5 Fila Puma $2B 0.2 Sales Converse 0.1 0.1 0.2 0.5 1 2 5 10 New Balance 0:0 Relative Market Share U.S. 36 Source: Sporting Good Intelligence (www.sginews.com)
  • 37. Growth-Growth Bubble Chart Nike experienced strong growth in the U.S. and overseas, while Fila experienced international growth and lower U.S. sales. International Sales Growth 2001-2002 40.0% 30.0 Nike Fila 20.0 New Reebok Adidas Balance 10.0 Converse 0.0 $1B Puma Sales ASICS -10.0 -20.0 0.0 20.0 40.0 60.0% U.S Sales Growth 2001-2002 37 Source: Sporting Good Intelligence (www.sginews.com)
  • 38. Growth Share Matrix Fila, ASICS and Puma exhibit both low growth and low share. They are candidates for turnaround or exit from U.S. market. Market Growth Rate U.S. Footwear 40% Converse 30 Adidas 20 New Balance Nike 10 Puma Reebok 0 ASICS -10 $2B Sales Fila -20 10 5 2 1 0.5 0.2 0.1 Relative Market Share U.S. Footwear 38 Source: Sporting Good Intelligence (www.sginews.com)
  • 39. ROS/ROA versus RMS Chart Adidas and New Balance experienced a relatively high return on sales when compared to their market share. Return on Sales 20.0% 15.0 Adidas 10.0 New Balance Nike 5.0 Converse Reebok $2B ASICS Fila Sales 0.0 0.1 0.2 0.5 1 2 5 10 Relative Market Share 39 Source: Sporting Good Intelligence (www.sginews.com). Return on sales data is fictitious..
  • 40. X-Y Linear Scatter Chart Of the top 20 companies, five experienced declines in both U.S. and international sales. International Sales Growth 2001-2002 1.0 Vans Fila Nike Reebok Adidas Converse 0.0 Etonic Puma Mizuno ASICS K-Swiss LA Gear Keds Lotto -1.0 Airwalk -2.0 -1.0 -0.5 0.0 0.5 U.S. Sales Growth 2001-2002 40 Source: Sporting Good Intelligence (www.sginews.com)
  • 41. X Log Scatter Chart Adidas and New Balance experienced a relatively high return on sales when compared to their market share. Return on Sales 15.0% Slope = 5% Intercept = 6.4% R² = 0.27 Adidas # of Objs. = 8 10.0 New Balance Nike 5.0 Reebok ASICS Fila Converse Puma 0.0 0.1 0.2 0.5 1 2 5 10 Relative Market Share 41 Source: Sporting Good Intelligence (www.sginews.com). Return on sales data is fictitious..
  • 42. Y Log Scatter Chart Adidas and New Balance experienced a relatively high return on sales when compared to their market share. Relative Market Share 10 Slope = 570% Intercept = -0.64 R² = 0.27 5 # of Objs. = 8 Nike 2 Reebok 1 Adidas 0.5 Fila Converse New Balance ASICS 0.2 0.1 0.0 5.0 10.0 15.0% Return on Sales 42 Source: Sporting Good Intelligence (www.sginews.com). Return on sales data is fictitious..
  • 43. X-Y Log Scatter Chart (Experience Curve) Manufacturing costs are decreasing significantly as production volume increases. Cost per Pair 3 Slope = 93% R² = 0.92 1998 1999 2000 2001 2002 2003 2004 1998 2 1999 2005 2000 2001 2002 2003 2004 2005 Slope = 93% R² = 0.94 Nike Industry 1 100 200 500 1,000 2,000 5,000 10,000 Pairs Produced (in millions since 1997) 43 Source: Sporting Good Intelligence (www.sginews.com). Cost per pair data is fictitious..
  • 44. Stoplight Chart Nike is in the strongest competitive position; Converse is in the weakest New Nike Reebok Converse Balance Relationship with customers Relationships with suppliers Cost Financial Strength Manufacturing technology Information technology
  • 45. Value Chain Key value chain benefits derive from improving sales and marketing process Inbound Outbound Marketing Manufacturing Service Logistics Logistics and Sales •Work with •Implement JIT •Evaluate all •Reorganize •Measure Short Term suppliers delivery and sales force customer •Rationalize –Reduce warehousing satisfaction •Implement manufacturing costs expenses •Implement facilities national –Increase accounts retention •Improve efficiency program quality •Implement •Identify new •Partner with •Implement •Evaluate key Long Term supplier quality lower cost out- key delivery web-based service costs –Restructure program sourced companies sales service –Determine factories delivery role of web process services •Improve brand identity