A Mekko Graphics presentation with samples of all the chart types.

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