News Letter - Company Key Performance Indicators

Direction
TOTAL RETAIL SALES
Based on unit sales
%U
Based on $ sales
%$
RETAIL SALES
Total Retail Sales
K$
Traditional Retailers
%Total
E-Tailers
%Total
CONTRIBUTION
Before Marketing
K$
After Marketing
K$
EBIT
K$
Cumulative EBIT
K$
STAKEHOLDERS VALUE INDICATORS
Stock price index
Base 1000
Market Capitalization
M$
Current ROI
%
Cumulative ROI
%

Per. 0

Per. 1

Chewy
Per. 2

25.50%
21.80%

27.50%
22.60%

25.30%
19.70%

22.00%
15.70%

18.70%
12.40%

190,879
93.20%
6.80%

198,314
92.60%
7.40%

191,643
95.00%
5.00%

165,779
93.20%
6.80%

142,402
92.80%
7.2%

63,260
33,052
15,973
15,973

74,156
38,948
20,614
36,587

73,648
38,440
20,080
56,667

68,282
32,174
13,378
70,045

59,806
25,636
6,246
76,292

1,000
700.8
45.4%
45.4%

1,072
751
58.5%
52.0%

1,080
756.9
57.0%
53.6%

955
669.4
37.1%
49.4%

779
546.2
18.3%
43.4%

Per.3

Per.4

Based on Unit Sales

0.3

27.50%
25.30%

0.25

Axis Title

0.2

22.00%

25.50%

18.70%

0.15

Series1
Series2

0.1
0.05
0
Per. 0

Per. 1

Per. 2

Per.3

Per.4

Based on $ Sales
120.00%
100.00%

Axis Title

80.00%
60.00%
40.00%
20.00%
0.00%

Series1

FIRM
SALES

PERIOD -1

PERIOD 0

Retai sales K$

170,567

190,879

Revenues K$
Production

95,357

Cost of good sold K$

Inventory holding cost K$
Contribution before marketing K$

PERIOD 1

PERIOD 2

105,942

198.314
109.901

191.643
106.862

35,247
185
59,924

37,682
0
68,260

35.745
0
74.156

33.215
0
73.648

8,850
16,242
10,160
24,672

8,850
16,227
10,131
33,052

8.850
16.227
10.131
38.948

8.850
16.227
10.131
38.440

4,351
3,895
0

4,351
3,931
334

16,426

24,436

5.687
3.930
0
29.332

5.687
4.022
0
28.732

0
550
5,384

2,250
565
5,649

10,492

15,973

2.25
720
5.748
20.614

2.25
730
5.672
20.08

Marketing
Advertising K$
Trade marketing K$
Promotion K$
Contribution after marketing K$

OTHER COSTS
Production fixed cost K$
Management time K$
Exceptional costs & profits K$

BRAND CONTRIBUTION K$
CORPORATE COSTS
Research and Develoment K$
Market research studies K$
General & Administration K$

EBIT K$
% Revenues %$

NEXT PERIOD BUDGET K$

+11,0%

+15,1%

40,000

42,400

18,8%

18,8%
44,000

42.750

PERIOD 3 PERIOD 4
165,779
93,987

142,402
81,411

25,308
397
68,282

20,694
911
59,806

8,850
16,827
10,431
32,174

8,850
15,510
9,810
25,636

5,687
4,097
172
22,218

6,376
4,201
38
15,022

2,250
740
5,850
13,378
+ 14,2%

2,500
740
5,535
6,246
+ 7,7%

40,000

40,000

BRANDS
SALES
Units sold KU
Average retail price $
Retail sales K$
Average selling price $
Revenues K$
PRODUCTION
Unit produced KU
Unit transfer cost $
Cost of goods sold K$
Units in inventory KU
Inventory holding cost K$
Contribution before marketing K$

PERIOD 0

PERIOD 1

PERIOD 2

PERIOD 3

13,598
14.04
190,879
7.79
105,942

15.01
13.21
198,314
7.32
109,901

14,986
12.79
191,643
7.13
106,862

13,821
11.99
165,779
6.8
93,987

12,900
2,77
37,682
0
0
68,260

15,010
2
35,745
0
0
74,156

14,986
2
32,215
0
0
73,648

15,103
1.83
25,308
1,281
397
68,282

8,850
16,227
10,131
33,052

8,850
16,227
10,131
38,948

8,850
16,227
10,131
38,440

8,850
16,827
10,431
32,174

4,351
3,931
334

5,687
3,930
0

5,687
4,022
0

24,436

29,332

+23,1%

+26.705

MARKETING
Advertising K$
Trade marketing K$
Promotion K$
Contribution after marketing K$

OTHER COSTS
Production fixed costs K$
Management time K$
Exceptional costs and profits K$

BRAND CONTRIBUTION K$
% Revenues %$

5,687
4,097
172
28,732
22,218
+26,9% + 23,6%

PERIOD 4
12,553
11.34
142,402
6.49
81,411
14,213
1.65
20,694
2,941
911
59,806
8,850
15,510
9,810
25,636
6,376
4,201
38
15,022
+ 18,5%

CHANNEL MANAGEMENT BUDGET DECISIONS PERIOD 3

Channels
Traditional Channels
Mass. Merch.
Supermarkets
Spec. Stores
On-line Channels
e-Grocers
e-Boutiques

Brand name
CAKE
CANDY

Channels
Traditional Channels
Mass. Merch.
Supermarkets
Spec. Stores
On-line Channels
e-Grocers
e-Boutiques

Trade Marketing
Management time
Trade Marketing Budget Promotion Budget
(person-month)
(K$)
(K$)
130
117
121

6,358
4,565
4,641

3,816
2,918
3,787

12
14

600
663

300
320

Capacity (KU)
Available at period 1
Capacity built in period 1 Available at period 2
3,500
0
14,500
1,500
0
6,500

Trade Marketing
Management time
Trade Marketing Budget Promotion Budget
(person-month)
(K$)
(K$)
147
97
121

6,358
4,565
4,641

3,816
2,198
3,797

0
14

0
663

0
320

ing
Margin (%)
35
43
50
25
50

CHANNEL MANAGEMENT BRAND PRIORITY DECISIONS PERIOD 3

Brand Priority

Channels
Traditional Channels
Mass. Merch.
Supermarkets
Spec. Stores
On-line Channels
e-Grocers
e-Boutiques

Cake
100
38
0
0
22

ing
Margin (%)
35
43
50
0
50

Brand name
CAKE
CANDY

Management time (person-month)

191
193

RITY DECISIONS PERIOD 3

Brand Priority
Candy
0
62
100
0
78

Recommended retail price ($)

7.75
27,00