mekko graphics sample charts
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1
Mekko Graphics Sample ChartsMarket Analysis of the Athletic Footwear Market
2
Introduction
6.7
• These charts illustrate how the Mekko Graphics 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• The data has been adapted from three sources:
– Sporting Goods Intelligence (www.sginews.com)– Sporting Goods Manufacturing Association (www.sgma.com)– Nike (www.nikebiz.com)
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
Licensed
$1,031
U.S.
Int'l
$590
Marimekko Chart (1 of 3)
Source: Sporting Good Intelligence (www.sginews.com)
Nike dominates its top four competitors with a mix of U.S. and international sales.
4
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
$1,031
Conve
rse
$590
New Ba
lance
$555
ASICS
$548
Puma
$375
Keds
$265
Airwalk
$205
Others
U.S.
Int'l
Licensed
$3,708 Total = 18,223
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.
Source: Sporting Good Intelligence (www.sginews.com)
5
0
20
40
60
80
100%
Footwear Sales in $ Million
U.S.
Nike
Reebok
AdidasFila
Others
$8,135
Int'l
Nike
Reebok
Adidas
FilaASICS
Others
$8,455
Licensed
Reebok
Adidas
Converse
New Balance
Puma
Others
$1,633 Total = 18,223
Marimekko Chart (3 of 3)
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
0
20
40
$60
Average Price per Pair
average price per pair $36
Women's
$41
Men's
$51
Juniors'
$30
$22
67 1 0Sales (in $ billion)119163 49 11Pairs Sold (in millions)
Total= 340.8 Million Pairs sold
average price per pair $36
Infants'
Bar-Mekko Chart
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
0
5
10
$15B
Sales by Category (in $ Billion)
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
Cascade (or Waterfall) Chart (1 of 3)
Basketball, cross-training and running are the three largest categories of athletic footwear.
Source: Sporting Good Intelligence (www.sginews.com)
8
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
Horizontal Cascade Chart (2 of 3)
Basketball, cross-training and running are the three largest categories of athletic footwear.
Source: Sporting Good Intelligence (www.sginews.com)
9
0
200
400
600
800
$1,000
Change in Income and Expense Items
Nike Net Income Change Between 2011 and 2012 in $ Million
Net Income 2011
$451.4
Revenue
$218.2
Cost of Sales
$89.7
Selling & Admin
-$179.8
Other Expenses
$45.0
Income Taxes
-$45.4
Net Income 2012
$579.1
Cascade (or Waterfall) Chart (3 of 3)
Source: Nike annual report (www.nikebiz.com)
Nike’s net income grew through revenue increase and cost of sales savings, tempered by an increase in selling and admin expenses.
10
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
Cluster Bar Chart
Nike sales were predominately from the U.S., while Adidas sales were predominately international.
Source: Sporting Good Intelligence (www.sginews.com)
11
0
2,000
4,000
6,000
8,000
$10,000
Footwear Sales in $ Million
2011
Nike $3,261
Reebok $1,193
Adidas $390Fila $555
Converse $194
Others $1,622
$7,215
2012
Nike $3,797
Reebok $1,229
Adidas $490Fila $488
Others $1,785
$8,074
+12%
16%
3%
26%-12%47%
10%
CAGR
+12%Sales Growth
12%
Stacked Bar Chart (1 of 3)
Fila sales decreased significantly, while Converse sales increased by almost 50%.
Source: Sporting Good Intelligence (www.sginews.com)
12
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
Sports sandals $0.3BBaseball/ Softball $0.2BSoccer $0.2B
Other $1.1B
$14.8B
Stacked Bar Chart (2 of 3)
Source: Sporting Goods Manufacturers Association (www.sgma.com)
Basketball, cross-training and running are the three largest categories of athletic footwear.
13
0
20
40
$60
Average Price per Pair
average price per pair $36
Men's
$51
Women's
$41
Juniors'
$30
Infants'
$22
6 7 1 0Sales (in $ billion)
119 163 49 11Pairs Sold (in millions)
average price per pair $36
Stacked Bar Chart (3 of 3)
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
0 1,000 2,000 3,000 $4,000
Footwear Sales in $ Million
Converse$285
Fila$407
$488
Adidas$1,172
$490
Reebok$1,098
$1,229
Nike$2,640
$3,797
Int'l
U.S.
Horizontal Cluster Bar Chart
Nike sales were predominately from the U.S., while Adidas sales were predominately international.
Source: Sporting Good Intelligence (www.sginews.com)
15
0
20
40
60
80
100%
Footwear Sales in $ Million
2010
Nike 47%
Reebok 15%
Adidas 6%
Fila 6%
Airwalk 2%
Keds 2%
ASICS 2%Foot-Joy 2%
Others 11%
$8,074
100% Stacked Bar Chart (1 of 5)
Nike dominates U.S. branded athletic footwear market
Source: Sporting Good Intelligence (www.sginews.com)
16
0
20
40
60
80
100%
Footwear Sales in $ Million
2011
45%
17%
5%8%3%
22%
$7,215
2012
47%
15%
6%6%
22%
$8,074
NikeReebokAdidasFilaConverseOthers
100% Stacked Bar Chart (2 of 5)
Nike market share grew significantly, while Reebok and Fila shrunk
Source: Sporting Good Intelligence (www.sginews.com)
17
0
20
40
60
80
100%
In Millions of Dollars
Footwear Sales in $ Million
2008
33%
21%
4%4%
34%
$5,994
2009
32%
22%
5%5%5%
32%
$6,375
2010
38%
21%
5%6%
26%
$6,574
2011
45%
17%
5%
8%3%
22%
$7,215
2012
47%
15%
6%
6%
22%
$8,074
Nike
Reebok
Adidas
Fila
Converse
Others
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.
Source: Sporting Good Intelligence (www.sginews.com)
18
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'lLicensed
100% Stacked Bar Chart (4 of 5)
Licensing is a small, but significant, revenue source for all companies, except Nike.
Source: Sporting Good Intelligence (www.sginews.com)
19
0
20
40
60
80
100%
Nike
$6,43
7
Reeb
ok
$2,63
5
Adida
s
$1,87
4
Fila
$1,03
1
Conve
rse
$590
New B
alanc
e
$555
ASICS
$548
Puma
$375
Keds
$265
Airwalk
$205
Diador
a
$184
Vans
$176
Hi-Tec
$173
Broo
ks
$159
Lotto
$154
Mizuno
$150
Foot
-Joy
$145
K-Swiss
$117
LA G
ear
$110
Eton
ic
$81
Other
s
$2,25
9Footwear sales in $ Million
U.S.Int'lLicensed
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.
Source: Sporting Good Intelligence (www.sginews.com)
20
0
2,000
4,000
6,000
$8,000
Footwear Sales in $ Million
Others
ConverseFilaAdidas
Reebok
Nike
2008 2009 2010 2011 2012
14%
-1%
21%14%
1%
-3%
Industry6.1%
CAGR
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.
Source: Sporting Good Intelligence (www.sginews.com)
21
0
20
40
60
80
100%
Others
ConverseFilaAdidas
Reebok
Nike
2008 2009 2010 2011 2012
100% Area Chart
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
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
2003
$3,004
2004
$3,405
2005
$3,931
2006
$3,790
2007
$4,761
2008
$6,471
2009
$9,187
2010
$9,553
2011
$8,777
2012
U.S.
Europe
Asia Pacific
$8,995+$5,992
287 579329 365 299 400 553 796 400 451Net Income ($ Million)
Net Income ($ Million)
+$5,992
Stacked Bar Line Chart
Source: Nike (www.nikebiz.com)
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
0
10
20
30
40
50
120
130
$140
0
10
20
30
40
50
120
130
$140
Price per Pair
2008
Men
'sW
omen
'sJu
nior
s'In
fant
s'
$47.
7
$111
.0
$26.
9
$19.
9
2009
$46.
8
$112
.0
$25.
6
$22.
0
2010
$47.
5
$117
.0
$25.
8
$23.
0
2011
$50.
5
$119
.0
$28.
6
$25.
0
2012
$51.
1
$132
.0
$30.
4
$26.
0
12 12 13 14 15Retail Sales
Average
Cluster Bar Line Chart
Price per pair has increased across all four market segments from 2008 - 2012.
Source: Sporting Goods Manufacturers Association (www.sgma.com)
24
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'lLicensed
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.
Source: Sporting Good Intelligence (www.sginews.com)
25
0
1,000
2,000
3,000
$4,000
Footwear Sales in $ Million
Reebok
Nike
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Line Chart Nike overtook Reebok in sales in 2004 and has grown rapidly.
Source: Sporting Good Intelligence (www.sginews.com)
26
12.0
12.5
13.0
13.5
14.0
14.5
15.0
$15.5B
35
37
39
41
43
$45
Average Price per PairRetail Sales in $ Billion
2005 2006 2007 2008 2009 2010 2011 2012
price per pair
retail sales
2Y Line Chart
Retail sales dipped between 2005 – 2012 as price per pair increased.
Source: Sporting Goods Manufacturers Association (www.sgma.com)
27
0
50
100
150
200
0
20
40
$60
Pairs Sold (in millions)
average price per pair
Men's
119.00
51.14
Women's
162.6041.10
Juniors'
48.70
30.41
Infants'10.50
22.23
6.09 6.68 1.48 0.23Sales (in $ billion)
Average Price per Pair
average price per pair
2Y Cluster Bar Chart
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
0
2,000
4,000
6,000
8,000
$10,000
0
200
400
600
800
$1,000
Sales in $ Million
2003
$3,004
2004
$3,405
2005
$3,931
2006
$3,790
2007
$4,761
2008
$6,471
2009
$9,187
2010
$9,553
2011
$8,777
2012
$8,995+199%
$287M $579M$329M $365M $299M $400M $553M $796M $400M $451MNet Income
Net Income in $ Million
+199%
Net IncomeU.S.EuropeAsia PacificAmericas
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.
Source: Nike (www.nikebiz.com)
29
0
5
10
15
20
$25
10
20
30
40
$50
Retail Sales in $ Billion
2005
Retail Sales
2006 2007 2008 2009 2010 2011 2012
Average Price per Pair
price per pair
2Y Cluster Bar Line Chart
Retail sales dipped between 2009-2011 as price per pair increased.
Source: Sporting Goods Manufacturers Association (www.sgma.com)
30
Others $908
Foot-Joy $122
Keds $180Airwalk $180
New Balance $265
Converse $285
Fila $488
Adidas $490
Reebok $1,229
Nike $3,797
Pie Chart (1 of 3) Nike dominates U.S. branded athletic footwear market.
Source: Sporting Good Intelligence (www.sginews.com)
31
Licensed 9
U.S. 45International
46
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
Source: Sporting Good Intelligence (www.sginews.com)
32
Other 7.4%Soccer 1.0%
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%
Baseball/ Softball 1.5%Sports sandals
2.3%
Pie Chart (3 of 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
-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 2011-2012
International Sales Growth 2011-2012
Nike
Reebok Adidas
Fila
ConverseNew Balance
ASICS
Puma $1B Sales
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.
Source: Sporting Good Intelligence (www.sginews.com)
34
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
NikeFila
New Balance
$2B Sales
Reebok
Adidas
ConverseASICS
Puma
X Log Bubble Chart
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
0.1
0.2
0.5
1
2
5
10
0.0 5.0 10.0 15.0%
$2 B Sales
Return on Sales
Relative Market Share
Reebok $2,635B
Adidas $1,874B
New Balance $555B
ASICS $548B
$2 B Sales
Nike $6,437B
Fila $1,031B
Converse $590B
Puma $375B
Y Log Bubble Chart
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
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
Nike
Fila
ConverseNew
Balance 0:0
ASICS
Puma
$2B Sales
ReebokAdidas
X-Y Log Bubble Chart
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
-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 2011-2012
International Sales Growth 2011-2012
Nike
Reebok Adidas
Fila
ConverseNew Balance
ASICS
Puma $1B Sales
Growth-Growth Bubble Chart
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
-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
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.
Source: Sporting Good Intelligence (www.sginews.com)
39
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
New Balance
ASICS
Puma
$2B Sales
Converse
ROS/ROA versus RMS Chart
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
-2.0
-1.0
0.0
1.0
-1.0 -0.5 0.0 0.5
U.S. Sales Growth 2009-2012
International Sales Growth 2009-2012
LA Gear
K-Swiss
Mizuno
Lotto
Vans
Airwalk
Keds
Converse
Fila
Reebok
Nike
Hi-Tec
Diadora
ASICS
Adidas
X-Y Linear Scatter Chart
Of the top 20 companies, five experienced declines in both U.S. and international sales.
Source: Sporting Good Intelligence (www.sginews.com)
41
0.0
5.0
10.0
15.0%
0.1 0.2 0.5 1 2 5 10
Relative Market Share
Return on Sales
ASICS
New Balance
Converse
Fila
Adidas
Reebok
Nike
Slope = 5%
Intercept = 6.4%
# of Objs. = 8
R² = 0.27
X Log Scatter Chart
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
0.1
0.2
0.5
1
2
5
10
0.0 5.0 10.0 15.0%
Return on Sales
Relative Market Share
Puma
ASICS New Balance
Fila
Adidas
Reebok
Nike
Slope = 570%
Intercept = -0.64
# of Objs. = 8R² = 0.27
Y Log Scatter Chart
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
1
2
3
100 200 500 1,000 2,000 5,000 10,000
Pairs Produced (in millions since 2005)
Cost per Pair
2012201120102009
20082007
20062005 201220112010
20092008
200720062005R² = 0.92Slope = 93%
R² = 0.94Slope = 93%
IndustryNike
X-Y Log Scatter Chart (Experience Curve)
Manufacturing costs are decreasing significantly as production volume increases.
Source: Sporting Good Intelligence (www.sginews.com). Cost per pair data is fictitious..
44
Task
Project Kickoff 1/3/2013
Approval 1/4/201334
Begin Programming 2/7/2013
58
Testing Phase
•Phase 1 4/6/201317
•Phase 2 4/22/201310
•Phase 3 5/2/201313
Review 5/10/20136
Deliver5/15/2013
Q1 Q2
J F M A M
1/3/2013
1/4/201334
2/7/201358
4/6/201317
4/22/201310
5/2/201313
5/10/20136
5/15/2013
Gantt Chart
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 Reebok New Balance Converse
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 Logistics Manufacturing Outbound Logistics
Marketing and Sales Service
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