1

Mekko Graphics Sample Charts

Market Analysis of the
Athletic Footwear Market
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Introduction

6.7.5
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
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
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)
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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)
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Bar-Mekko Chart

While more womens footwear is sold, the average sales price is higher for mens
footwear.
Source: Sporting Good Intelligence (www.sginews.com)
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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)
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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)
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Cascade (or Waterfall) Chart (3 of 3)

Source: Nike annual report (www.nikebiz.com)
Nikes net income grew through revenue increase and cost of sales savings,
tempered by an increase in selling and admin expenses.
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Cluster Bar Chart


Nike sales were predominately from the U.S., while Adidas sales were predominately
international.
Source: Sporting Good Intelligence (www.sginews.com)
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)
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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.
14
Stacked Bar Chart (3 of 3)

While more womens footwear is sold, the average sales price is higher for mens
footwear.
Source: Sporting Goods Manufacturers Association (www.sgma.com)
15
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)
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100% Stacked Bar Chart (1 of 5)


Nike dominates U.S. branded athletic footwear market
Source: Sporting Good Intelligence (www.sginews.com)
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100% Stacked Bar Chart (2 of 5)


Nike market share grew significantly, while Reebok and Fila shrunk
Source: Sporting Good Intelligence (www.sginews.com)
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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)
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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)
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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)
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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)
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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)
23
Stacked Bar Line Chart

Source: Nike (www.nikebiz.com)
Nikes sales have increased significantly with a greater reliance on non-U.S.
markets. Net income growth has not kept pace with sales growth.
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Cluster Bar Line Chart


Price per pair has increased across all four market segments from 2010 - 2014.
Source: Sporting Goods Manufacturers Association (www.sgma.com)
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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)
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Line Chart
Nike overtook Reebok in sales in 2006 and has grown rapidly.
Source: Sporting Good Intelligence (www.sginews.com)
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2Y Line Chart


Retail sales dipped between 2007 2014 as price per pair increased.
Source: Sporting Goods Manufacturers Association (www.sgma.com)
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2Y Cluster Bar Chart

While more womens footwear is sold, the average sales price is higher for mens
footwear.
Source: Sporting Goods Manufacturers Association (www.sgma.com)
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2Y Stacked Bar Line Chart


Nikes 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)
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2Y Cluster Bar Line Chart


Retail sales dipped between 2011-2012 as price per pair increased.
Source: Sporting Goods Manufacturers Association (www.sgma.com)
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Pie Chart (1 of 3)

Nike dominates U.S. branded athletic footwear market.
Source: Sporting Good Intelligence (www.sginews.com)
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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)
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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)
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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)
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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..
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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..
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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)
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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)
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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)
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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..
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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)
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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..
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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..
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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..
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Gantt Chart


Stoplight Chart
Nike 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 Chain
Key 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