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ACHILLES WALK
“Be different”
CEO
Güven Çelikkaya
CMO
Görkem GünelArgun
CIO
Can Ocak
CFO
Moti Seloni
Achilles Walk, dedicated to fulfill the dreams of all buyers by providing themhundreds of models of shoes that they can easily create their own style everydaywith affordable prices. Achilles Walk knows that every person is very special andhas to be represented by different models of shoes.
That is the reason of being for our business, which provide consistently attractive returns to the owners, shareholders and the market of the business.
Our dream is to be the one of the best known and prestigious athletic shoe brands on the planet by providing at least one pair of shoe for every single person all around the world.
FIN
AN
CIA
LC
UST
OM
ER
Become Industry
Cost Leader
Maximize Asset
Utilization
Increase The Profitability
Increase The Net
Revenues
Increase The Amount
Value per Customer
Maximize the stock
prices
Provide Low Cost and Moderate
Quality Products
INTE
RN
AL
Upgrade The Facility
Capacity
Optimize The Use of
Assets
Decrease The
Operation Costs
Increase the Portion of Internet
Sales
Manage The Risks
LEA
RN
ING
&G
RO
WTH
Invest Six Sigma and Best
Leaning Programs
Increase Customer Confidence With
Using Reliable Celebrities
Increase The Market Share Both In
Branded and Private Labels
Establish Learning
Organization Culture
Increase The Employee
Productivity
Implement Plant
Upgrades
Decrease The Defect
Rates
Typical ObjectivesPerspectives Typical Measures
FINANCIAL
CUSTOMER
• Become industry cost leader• Maximize the asset utilization• Increase the profitability• Increase the growth• Increase the amount value per customer• Maximize the stock price• Increase the bank loan credibility
• Provide low cost and moderate quality products• Increase customer confidence with using reliable celebrity appeal• Stabilize the S/Q ratings and increased style for satisfying the overall customer profile• Increase the market share•Using customer partnership
• Percentages in the market • Cash flows• Unit cost prices• Capacity management optimization• ROE • Revenue increase• Market price and quality rates• 20% net profitability in year 20• Capacity utilization minimum %110 levels
• 20% market share in year 20• 6 star/500 models• Percentage of sales of 500 type of shoe• Number of corporate, retailer efforts• Satisfaction rate of customer• Customer percentage of models
Typical ObjectivesPerspectives Typical Measures
INTERNAL
• Upgrade the facility capacity• optimize the use of assets• Decrease the operation costs• Increase the internet sales• Invest work force diversity program• Manage Risks• Manufacturing excellence(in new opening plants)• Increase design productivity• Reducing defects
LEARNING&GROWTH
• Invest Six Sigma and Best Leaning Programs• Establish Learning Organization Culture• Increase The Employee Productivity• Implement Plant Upgrades• Time to market
• Percentage of facility capacity in the industry• Reduce the defect rate less than %4•'Having B plans and recovery plans • Cost of wastes and rework• Gains from trade tariffs• Upgrading internet sales min%16 in year20• Change in risk rating• Engineering efficiency• Factory upgrades
• Percentage of employees trained in quality management• Providing competitive incentive pays• Six sigma expenditures at least• Implementing 5th discipline• Time compare to that of competitors• Plant upgrades
YEAR 10
EPS:$2.5
ROE:15%
Stock Price:$30
Credit Rating: B
Image Rating:70
Net Revenue:$239,147,000
Net Profit:$25,000,000
Ending Cash: :$5000,000
Pairs Sold:5 million pairs/annual
YEAR 20
EPS:$29.92
ROE:33.3%
Stock Price:$628.98
Credit Rating: A+
Image Rating:80
Net Revenue:$1,134,684,000
Net Profit:$296,785,000
Ending Cash:$648,146,000
Pairs Sold:18 million pairs/annual
0
5000
10000
15000
20000
25000
10 11 12 13 14 15 16 17 18 19 20
Un
it S
ale
s
Years
Global Unit Sales
Private Label Sales
Whole Sales
Internet Sales
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
20.00%
10 11 12 13 14 15 16 17 18 19 20
Mar
ket
Shar
e
Years
Market Share
Market Share
$-
$100
$200
$300
$400
$500
$600
$700
10 11 12 13 14 15 16 17 18 19 20
Do
llars
Pe
r S
har
e
Years
Stock Price
Stock Price Investor Expectation
$0.00
$5.00
$10.00
$15.00
$20.00
$25.00
$30.00
$35.00
10 11 12 13 14 15 16 17 18 19 20Years
Earnings Per Share Earnings Per Share
Investor Expectation
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
10 11 12 13 14 15 16 17 18 19 20
RO
E
Years
Return On EquityROE
Investor Expectation
YEAR/ COMPANY
RANK
ACHILLES FIRST RANK
11 6 CORE
12 5 EARN
13 3 IMPERIAL
14 1
15 2 DHARMA
16 1
17 1
18 1
19 1
20 1
YEAR 20 GAME TO DATE SCOREBOARD
YEAR COMP. STAR MODELS N/A PRICE MKT SHARE
YEAR 11
ACHILLES 5 200 $46,00 12,0%
IMPERIAL 6 249 $50,00 10,6%
YEAR 12
ACHILLES 6 238 $49,00 15,6%
IMPERIAL 6 344 $48,98 13,1%
YEAR 13
ACHILLES 6 249 $53,00 14,3%
IMPERIAL 6 309 $47,99 15,6%
YEAR 14
ACHILLES 6 346 $55,00 14,8%
IMPERIAL 6 293 $47,90 16,6%
YEAR 15
ACHILLES 6 485 $54,90 12,5%
IMPERIAL 7 312 $48,90 12,2%
YEAR 16
ACHILLES 6 498 $55,90 14,7%
IMPERIAL 8 463 $54,90 15,4%
YEAR 17
ACHILLES 6 500 $55,70 13,0%
IMPERIAL 7 466 $53,80 14,4%
YEAR 18
ACHILLES 6 500 $54,90 11,1%
IMPERIAL 7 495 $52,90 12,2%
YEAR 19
ACHILLES 6 500 $58,80 12,5%
IMPERIAL 8 500 $56,00 13,6%
YEAR 20
ACHILLES 6 500 $59,80 12,3%
IMPERIAL 8 500 $59,90 15,2%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
11 12 13 14 15 16 17 18 19 20
ACHILLES NET PROFIT
IMPERIAL NET PROFIT
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
11 12 13 14 15 16 17 18 19 20
ACHILLES NET PROFIT
IMPERIAL NET PROFIT
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
11 12 13 14 15 16 17 18 19 20
ACHILLES ROE
IMPERIAL ROE
Achilles vs Imperial
Net Profit Analysis
Achilles vs Imperial
ROE Analysis
• Capacity expansion• Decreasing the operating expense• Implementing necessary factory upgrade• Spending money at best practice’s• Optimum selling price• Detailed competitive analysis and forecasts their movements• Having worst case scenarios and B plans • Managing the risk
Where We Won?..
$-
$100
$200
$300
$400
$500
$600
$700
10 11 12 13 14 15 16 17 18 19 20
Do
llars
Pe
r S
har
e
Years
Stock Price
Stock Price Investor Expectation
Stock Buy
Stock Sales
Where We Won?..
• Stock trade• Allocation of Marketing expenses • Using celebrity appeal• Learn from the mistakes of us and our competitors
• Some forecast errors both in branded and private label markets in year 19 and 20.
•Low S/Q ratings
• Long lead times
• Selling stock before waiting to reach the maximum point
• Underestimating the competitors acts about the bid prices of celebrities in year 19
Achilles’ Heel
• Increase the S/Q ratings about one more star
• Be more flexible and take more risks
• Invest more to plant capacity
• Buy more stocks at the begging of the game
• Trying to be more effective in Private Label
Market
YEAR 18 Achilles Walk is ranked in the BSG Global Top 50
Ranked 50th in Global Top 50
Stock Price
YEAR 19 Achilles Walk is ranked in the BSG Global Top 25
Ranked 23th in Global Top 25
Game-To-Date Score
Ranked 25th in Global Top
25 ROE Score
Ranked 14th in Global Top
25 Stock Price
Ranked 15th in Global Top
25 Earnings Per Share
YEAR 20 Achilles Walk is ranked in the BSG Global Top 25
Ranked 10th in Global Top 25
Game-To-Date Score
Ranked 6th in Global Top 25
ROE Score
Ranked 2th in Global Top 25
Stock Price
Ranked 2th in Global Top 25
Earnings Per Share
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