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A Mekko Graphics presentation with samples of all the chart types.
Citation preview
1
Mekko Graphics Sample Charts
Market Analysis of the
Athletic Footwear Market
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)
3
Marimekko Chart (1 of 3)
Source: Sporting Good Intelligence (www.sginews.com)
0
20
40
60
80
100%
Footwear Sales in $ Million
Nike
U.S.
Int'l
$6,437
Reebok
U.S.
Int'l
Licensed
$2,635
Adidas
U.S.
Int'l
Licensed
$1,874
Fila
U.S.
Int'l
Licensed
$1,031
U.S.
Int'l
$590
Nike dominates its top four competitors with a mix of U.S. and international sales.
4
Marimekko Chart (2 of 3)
0
20
40
60
80
100%
Footwear sales in $ Million
Nike
U.S.
Int'l
$6,437
Reebok
U.S.
Int'l
Licensed
$2,635
Adidas
U.S.
Int'l
Licensed
$1,874
Fila
U.S.
Int'l
$1,0
31
Con
verse
Int'l
$590
New
Balanc
e
$555
ASI
CS
$548
Puma
$375
Others
U.S.
Int'l
Licensed
$3,708 Total = $18,223
Ked
s
$265
Airwalk
$205
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.
Source: Sporting Good Intelligence (www.sginews.com)
5
Marimekko Chart (3 of 3)
0
20
40
60
80
100%
Footwear Sales in $ Million
U.S.
Others
Converse
Fila
Adidas
Reebok
Nike
$8,135
Int'l
Others
ASICS
Fila
Adidas
Reebok
Nike
$8,455
Licensed
Others
Puma
New
Balance
Converse
Adidas
Reebok
$1,633 Total = $18,223
Top five competitors by market. The U.S. market is more consolidated than the international and licensed markets.
Source: Sporting Good Intelligence (www.sginews.com)
6
Bar-Mekko Chart
0
20
40
$60
Average Price per Pair
average price $42.50
Women's
$41
Men's
$51
Juniors'
$30
$6.1$6.7 $1.5 $0.2Sales (in $billion)
119.0162.6 48.7 10.5Pairs Sold (in millions)
Total = 340.8 MillionPairs sold
$22
While more women’s footwear is sold, the average sales price is higher for men’s footwear.
Source: Sporting Good Intelligence (www.sginews.com)
7
Cascade (or Waterfall) Chart (1 of 3)
0
5
10
$15B
Sales by Category (in $ Billion)
Basketball
$3.0B
Crosstraining
$2.5B
Running
$2.3B
Athleisure
$1.8B
Walking
$1.2B
Hiking
$0.9B
Tennis
$0.8B
Aerobic
$0.5B
Sports
sandals
$0.3B
Baseball/Softball
$0.2B
Soccer
$0.2B
Other
$1.1B
Total
$14.8B
Basketball, cross-training and running are the three largest categories of athletic footwear.
Source: Sporting Good Intelligence (www.sginews.com)
8
Horizontal Cascade Chart (2 of 3)
0 5 10 15
Basketball $3.0B
Cross training $2.5B
Running $2.3B
Athleisure $1.8B
Walking $1.2B
Hiking $0.9B
Tennis $0.8B
Aerobic $0.5B
Sports sandals $0.3B
Baseball/ Softball $0.2B
Soccer $0.2B
Other $1.1B
Total $14.8B
Basketball, cross-training and running are the three largest categories of athletic footwear.
Source: Sporting Good Intelligence (www.sginews.com)
9
Cascade (or Waterfall) Chart (3 of 3)
Source: Nike annual report (www.nikebiz.com)
0
200
400
600
800
$1,000
Change in Income and Expense Items
Nike Net Income Change Between 1999 and 2000 in $ Million
Net Income2004
$451.4
Revenue
$218.2
Cost ofSales
$89.7
Selling &Admin
-$179.8
OtherExpenses
$45.0
IncomeTaxes
-$45.4
Net Income2005
$579.1
Nike’s net income grew through revenue increase and cost of sales savings, tempered by an increase in selling and admin expenses.
10
Cluster Bar Chart
0
1,000
2,000
3,000
$4,000
Footwear Sales in $ Million
Nike
$3,797
$2,640
Reebok
$1,229$1,098
$308
Adidas
$490
$1,172
$212U.S.
International
Licensed
Nike sales were predominately from the U.S., while Adidas sales were predominately international.
Source: Sporting Good Intelligence (www.sginews.com)
11
Stacked Bar Chart (1 of 3)
0
2,000
4,000
6,000
8,000
$10,000
Footwear Sales in $ Million
2001
Nike $3,261
Reebok $1,193
Adidas $390
Fila $555
Converse $194
Others $1,622
$7,215
2002
Nike $3,797
Reebok $1,229
Adidas $490
Fila $488
Converse $285
Others $1,785
$8,074
16%
3%
26%-12%
47%
10%
Sales Growth12%
CAGR
Fila sales decreased significantly, while Converse sales increased by almost 50%.
Source: Sporting Good Intelligence (www.sginews.com)
12
Stacked Bar Chart (2 of 3)
Source: Sporting Goods Manufacturers Association (www.sgma.com)
0
5
10
$15B
Sales in $ Billion
Sales by Category
Basketball $3.0B
Cross training $2.5B
Running $2.3B
Athleisure $1.8B
Walking $1.2B
Hiking $0.9B
Tennis $0.8B
Aerobic $0.5BSports sandals $0.3BBaseball/ Softball $0.2BSoccer $0.2B
Other $1.1B
$14.8B
Basketball, cross-training and running are the three largest categories of athletic footwear.
13
Stacked Bar Chart (3 of 3)
0
20
40
$60
Average Price per Pair
average price $42.50
Men's
$51
Women's
$41
Juniors'
$30
Infants'
$22
$6.1 $6.7 $1.5 $0.2Sales (in $billion)
119.0 162.6 48.7 10.5Pairs Sold (in millions)
While more women’s footwear is sold, the average sales price is higher for men’s footwear.
Source: Sporting Goods Manufacturers Association (www.sgma.com)
14
Horizontal Cluster Bar Chart
0 1,000 2,000 3,000 $4,000
Footwear Sales in $ Million
Converse$285
$165
Fila$488
$407
Adidas$490
$1,172
Reebok$1,229
$1,098
Nike$3,797
$2,640
Int'l
U.S.
Nike sales were predominately from the U.S., while Adidas sales were predominately international.
Source: Sporting Good Intelligence (www.sginews.com)
15
100% Stacked Bar Chart (1 of 5)
0
20
40
60
80
100%
Footwear Sales in $ Million
2002
Nike 47%
Reebok 15%
Adidas 6%
Fila 6%
Converse 4%
New Balance 3%
Airwalk 2%
Keds 2%
ASICS 2%Foot-Joy 2%
Others 11%
$8,074
Nike dominates U.S. branded athletic footwear market
Source: Sporting Good Intelligence (www.sginews.com)
16
100% Stacked Bar Chart (2 of 5)
0
20
40
60
80
100%
Footwear Sales in $ Million
2001
45%
17%
5%
8%
3%
22%
$7,215
2002
22%
4%
6%
6%
15%
47%
$8,074
Nike
Reebok
Adidas
Fila
Converse
Others
Nike market share grew significantly, while Reebok and Fila shrunk
Source: Sporting Good Intelligence (www.sginews.com)
17
100% Stacked Bar Chart (3 of 5)
0
20
40
60
80
100%
In Millions of Dollars
Footwear Sales in $ Million
1998
34%
4%
4%3%
21%
33%
$5,994
1999
32%
5%
5%
5%
22%
32%
$6,375
2000
26%
3%
6%
5%
21%
38%
$6,574
2001
22%
3%
8%
5%
17%
45%
$7,215
2002
22%
4%
6%
6%
15%
47%
$8,074
Nike
Reebok
Adidas
Fila
Converse
Others
Nike, Adidas and Fila share grew over the past 5 years, while Reebok, Converse and smaller competitors fell behind.
Source: Sporting Good Intelligence (www.sginews.com)
18
100% Stacked Bar Chart (4 of 5)
0
20
40
60
80
100%
Footwear Sales in $ Million
Nike
$6,437
Reebok
$2,635
Adidas
$1,874
Fila
$1,031
Converse
$590
U.S.
Int'l
Licensed
Licensing is a small, but significant, revenue source for all companies, except Nike.
Source: Sporting Good Intelligence (www.sginews.com)
19
100% Stacked Bar Chart (5 of 5)
0
20
40
60
80
100%
Nike
$6,4
37
Ree
bok
$2,6
35
Adidas
$1,8
74
Fila
$1,0
31
Con
verse
$590
New
Balanc
e
$555
ASIC
S
$548
Pum
a
$375
Keds
$265
Airw
alk
$205
Diado
ra
$184
Van
s
$176
Hi-Te
c
$173
Bro
oks
$159
Lotto
$154
Mizun
o
$150
Foot
-Joy
$145
K-S
wiss
$117
LAGea
r
$110
Eton
ic
$81
Oth
ers
$2,2
59
Footwear sales in $ Million
U.S.
Int'l
Licensed
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.
Source: Sporting Good Intelligence (www.sginews.com)
20
Area Chart
0
2,000
4,000
6,000
$8,000
Footwear Sales in $ Million
Others
Converse
Fila
Adidas
Reebok
Nike
1998 1999 2000 2001 2002
14.2%
-0.7%
20.9%
14.4%
1.5%
-2.8%
6.1%Industry
CAGR
Nike, Adidas and Fila sales grew faster than the industry average over the past 5 years, while Reebok, Converse and smaller competitors fell behind.
Source: Sporting Good Intelligence (www.sginews.com)
21
100% Area Chart
0
20
40
60
80
100%
Others
Converse
Fila
Adidas
Reebok
Nike
1998 1999 2000 2001 2002
Nike, Adidas and Fila share grew over the past 5 years, while Reebok, Converse and smaller competitors fell behind.
Source: Sporting Good Intelligence (www.sginews.com)
22
Stacked Bar Line Chart
Source: Nike (www.nikebiz.com)
0
2,000
4,000
6,000
8,000
$10,000
0
2,000
4,000
6,000
8,000
$10,000
Sales and Net Income in $ Million
1996
$3,004
1997
$3,405
1998
$3,931
1999
$3,790
2000
$4,761
2001
$6,471
2002
$9,187
2003
$9,553
2004
$8,777
2005
Americas
Asia
Pacific
Europe
U.S.
$8,995
$287 $579$329 $365 $299 $400 $553 $796 $400 $451Net Income ($Million)
Net Income ($ Million)
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.
23
Cluster Bar Line Chart
0
20
40
$60
Price per Pair
1998
Men's
Wom
en's
Junio
rs'
Infa
nts
'
$47.7
$37.2
$26.9
$19.9
1999
$46.8
$37.0
$25.6
$19.9
2000
$47.5
$37.4
$25.8
$19.4
2001
$50.5
$39.8
$28.6
$20.6
2002
$51.1
$41.1
$30.4
$22.2
$12B $12B $13B $14B $15BRetail Sales
Average price
Price per pair has increased across all four market segments from 1993 to 1997.
Source: Sporting Goods Manufacturers Association (www.sgma.com)
24
Horizontal Stacked Bar Chart
0 2,000 4,000 6,000 $8,000
Footwear Sales in $ Million
Converse $590
Fila $1,031
Adidas $1,874
Reebok $2,635
Nike $6,437
U.S.
Int'l
Licensed
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.
Source: Sporting Good Intelligence (www.sginews.com)
25
Line Chart
0
1,000
2,000
3,000
$4,000
Footwear Sales in $ Million
Reebok
Nike
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002
Nike overtook Reebok in sales in 1989 and has grown rapidly.
Source: Sporting Good Intelligence (www.sginews.com)
26
2Y Line Chart
12
13
13
14
14
15
15
$16B
35
37
39
41
43
$45
Average Price per PairRetail Sales in $ Billion
1998 1999 2000 2001 2002 2003 2004 2005
price per pair
retail sales
Retail sales dipped between 1997 and 1999 as price per pair increased.
Source: Sporting Goods Manufacturers Association (www.sgma.com)
27
2Y Cluster Bar Chart
0
50
100
150
200
0
20
40
$60
Pairs Sold (in millions)
Men's
51.14
119.00
Women's
41.10
162.60
Juniors'
30.41
48.70
Infants'
22.23
10.50
$6.1 $6.7 $1.5 $0.2Sales (in $billion)
Average Price per Pair
average price per pair $42.50
While more women’s footwear is sold, the average sales price is higher for men’s footwear.
Source: Sporting Goods Manufacturers Association (www.sgma.com)
28
2Y Stacked Bar Line Chart
0
2,000
4,000
6,000
8,000
$10,000
0
200
400
600
800
$1,000
Sales in $ Million
1996
$3,004
1997
$3,405
1998
$3,931
1999
$3,790
2000
$4,761
2001
$6,471
2002
$9,187
2003
$9,553
2004
$8,777
2005
Europe
U.S.
Americas
Asia
Pacific
$8,995
$287 $579$329 $365 $299 $400 $553 $796 $400 $451Net Income
Net Income in $ Million
Net Income
Nike’s sales have increased significantly with a greater reliance on non-U.S. markets. Revenue growth has not kept pace with sales growth.
Source: Nike (www.nikebiz.com)
29
2Y Cluster Bar Line Chart
0
5
10
15
20
$25
10
20
30
40
$50
Retail Sales in $ Billion
1998
RetailSales
$12.1B
1999
$12.4B
2000
$13.3B
2001
$14.1B
2002
$15.3B
2003
$14.7B
2004
$14.5B
2005
$15.1B
Average Price per Pair
price per pair
Retail sales dipped between 1997 and 1999 as price per pair increased.
Source: Sporting Goods Manufacturers Association (www.sgma.com)
30
Pie Chart (1 of 3)
Others $908
Foot-Joy $122ASICS $130
Keds $180
Airwalk $180
New Balance $265
Converse $285
Fila $488
Adidas $490
Reebok $1,229
Nike $3,797
Nike dominates U.S. branded athletic footwear market.
Source: Sporting Good Intelligence (www.sginews.com)
31
Pie Chart (2 of 3)
Licensed9
International
46
U.S. 45
The international footwear market is about equally divided between U.S. and non-U.S. sales.
Total Market $18,223 million
Source: Sporting Good Intelligence (www.sginews.com)
32
Pie Chart (3 of 3)
Aerobic 3.2%
Tennis 5.6%
Hiking 5.8%
Walking 8.2%
Athleisure 12.3%
Running 15.8%
Cross training 16.7%
Basketball 20.2%
Other 7.4%Soccer 1.0%Baseball/ Softball 1.5%
Sports sandals 2.3%
Basketball, cross-training and running are the three largest categories of athletic footwear.
Total market $14.8B
Source: Sporting Goods Manufacturers Association (www.sgma.com)
33
X-Y Linear Bubble Chart
-10.0
0.0
10.0
20.0
30.0
40.0%
-20.0 0.0 20.0 40.0 60.0%
$1BSales
U.S Sales Growth 2001-2002
International Sales Growth2001-2002
Nike
Reebok Adidas
Fila
Converse
NewBalance
ASICS
Puma $1BSales
Nike experienced strong growth in the U.S. and overseas, while Fila experienced international growth and lower U.S. sales.
Source: Sporting Good Intelligence (www.sginews.com)
34
X Log Bubble Chart
0.0
5.0
10.0
15.0
20.0%
0.1 0.2 0.5 1 2 5 10
$2B
Sales
Relative Market Share
Return on Sales
NikeReebok
Adidas
Fila
New Balance
ASICS $2B
Sales
Converse
Puma
Adidas and New Balance experienced a relatively high return on sales when compared to their market share.
Source: Sporting Good Intelligence (www.sginews.com). Return on sales data is fictitious..
35
Y Log Bubble Chart
0.1
0.2
0.5
1
2
5
10
0.0 5.0 10.0 15.0%
$2B
Sales
Return on Sales
Relative Market Share
Nike $6,437B
Reebok$2,635B
Adidas$1,874B
ASICS
$548B$2B
Sales
Fila $1,031B
Converse $590B
New Balance $555B
Puma $375B
Adidas and New Balance experienced a relatively high return on sales when compared to their market share.
Source: Sporting Good Intelligence (www.sginews.com). Return on sales data is fictitious..
36
X-Y Log Bubble Chart
0.1
0.2
0.5
1
2
5
10
0.1 0.2 0.5 1 2 5 10
$2B
Sales
Relative Market Share U.S.
Relative Market Share Int'l
Reebok
$2B
Sales
Nike
Adidas
Fila
Converse
New Balance0:0
ASICS
Puma
Most companies are strong in both the U.S. and international. New Balance, however, has a weak international presence.
Source: Sporting Good Intelligence (www.sginews.com)
37
Growth-Growth Bubble Chart
-10.0
0.0
10.0
20.0
30.0
40.0%
-20.0 0.0 20.0 40.0 60.0%
$1B
Sales
U.S Sales Growth 2001-2002
International Sales Growth 2001-2002
Nike
Reebok Adidas
Fila
Converse
NewBalance
ASICS
Puma $1B
Sales
Nike experienced strong growth in the U.S. and overseas, while Fila experienced international growth and lower U.S. sales.
Source: Sporting Good Intelligence (www.sginews.com)
38
Growth Share Matrix
-20
-10
0
10
20
30
40%
0.10.20.512510
$2B
Sales
Relative Market Share U.S. Footwear
Market Growth Rate U.S. Footwear
Nike
Reebok
Adidas
Fila
Converse
New Balance
ASICS
Puma
$2B
Sales
Fila, ASICS and Puma exhibit both low growth and low share. They are candidates for turnaround or exit from U.S. market.
Source: Sporting Good Intelligence (www.sginews.com)
39
ROS/ROA versus RMS Chart
0.0
5.0
10.0
15.0
20.0%
0.1 0.2 0.5 1 2 5 10
$2B
Sales
Relative Market Share
Return on Sales
Nike
Reebok
Adidas
Fila
Converse
New Balance
ASICS $2B
Sales
Adidas and New Balance experienced a relatively high return on sales when compared to their market share.
Source: Sporting Good Intelligence (www.sginews.com). Return on sales data is fictitious..
40
X-Y Linear Scatter Chart
-2.0
-1.0
0.0
1.0
-1.0 -0.5 0.0 0.5
U.S. Sales Growth 2001-2002
International Sales Growth 2001-2002
Etonic
LA Gear
K-SwissMizuno
Lotto
Vans
Airwalk
Keds
PumaASICSConverse
Fila
AdidasReebok Nike
Of the top 20 companies, five experienced declines in both U.S. and international sales.
Source: Sporting Good Intelligence (www.sginews.com)
41
X Log Scatter Chart
0.0
5.0
10.0
15.0%
0.1 0.2 0.5 1 2 5 10
Relative Market Share
Return on Sales
Puma
ASICS
New Balance
Converse
Fila
Adidas
Reebok
Nike
Intercept = 6.4%
# of Objs. = 8R² = 0.27
Slope = 5%
Adidas and New Balance experienced a relatively high return on sales when compared to their market share.
Source: Sporting Good Intelligence (www.sginews.com). Return on sales data is fictitious..
42
Y Log Scatter Chart
0.1
0.2
0.5
1
2
5
10
0.0 5.0 10.0 15.0%
Return on Sales
Relative Market Share
ASICS New BalanceConverse
Fila
Adidas
Reebok
Nike
Intercept = -0.64
# of Objs. = 8R² = 0.27
Slope = 570%
Adidas and New Balance experienced a relatively high return on sales when compared to their market share.
Source: Sporting Good Intelligence (www.sginews.com). Return on sales data is fictitious..
43
X-Y Log Scatter Chart (Experience Curve)
1
2
3
100 200 500 1,000 2,000 5,000 10,000
Pairs Produced (in millions since 1997)
Cost per Pair
20052004
20032002
20012000
1999
2004
20032002
20012000
19991998
Slope = 93%
19982005
R² = 0.92
R² = 0.94
Slope = 93%
Industry
Nike
Manufacturing costs are decreasing significantly as production volume increases.
Source: Sporting Good Intelligence (www.sginews.com). Cost per pair data is fictitious..
Stoplight ChartNike is in the strongest competitive position; Converse is in the weakest
Relationship
with customers
Relationships
with suppliers
Cost
Financial
Strength
Manufacturing
technology
Information
technology
Nike ReebokNew
BalanceConverse
Value ChainKey value chain benefits derive from improving sales and marketing process
Short Term •Work with
suppliers–Reduce
costs
–Increase
efficiency
•Implement JIT
•Rationalize
manufacturing
facilities
•Improve
quality
•Evaluate all
delivery and
warehousing
expenses
•Reorganize
sales force
•Implement
national
accounts
•Measure
customer
satisfaction
•Implement
retention
program
Long Term •Implement
supplier quality
program
•Identify new
lower cost out-
sourced
factories
•Partner with
key delivery
companies
•Implement
web-based
sales–Determine
role of web
services
•Improve
brand identity
•Evaluate key
service costs–Restructure
service
delivery
process
Inbound
LogisticsManufacturing
Outbound
LogisticsMarketing
and SalesService