Business strategy game | Extreme Kicks | Year 12 Report | | | |
Authors:
Brandon Morgado, Manufacturing
Khalid Mahmoud, Finance
Nick Stott, Marketing
Michelle Poirier, Human Resource Administrator: Judith BirzeDecember 1, 2011 |
Devin Noble, Accounting

Table of Contents
I Executive Summary
II Finance
Situation Analysis:
Past financial results globally
Past financial results by region
Objectives
Strategies
III Marketing Situation Analysis: Global sales and market share
Sales and market share by region Objectives
Strategies
IV Private-Label Operations
Situation analysis
Objectives
V Manufacturing (a) Plant Capacity and Production
Situation Analysis: Global By region …show more content…
However, the company’s net profits of $14.4 million ranked last in the industry, largely due to relatively low net sales revenues and high manufacturing costs, with interest expenses also playing a role. This occurred despite a slight decrease in the cost of superior materials used in manufacturing Extreme Kicks’ high-quality products. In year 12, manufacturing cost of goods sold amounted to 61.4 percent of sales revenue, compared to the industry average of 53.6 percent.

1b: sales revenue and net profits, year 10-12 (chart) 10 11 12
Sales Revenues (millions) 239 207 275
Net Profits (millions) 5.3 6.3 7.1

1b: Actual Versus Planned Financial Results for the Most Recent Year | Actual | Planned | | $000 | % | $000 | % | Sales Revenue | 275,432 | 100.0 | 280,000 | 100.0 | Manufacturing COGS | 169,111 | 61.4 | 165,000 | 58.9 | Gross Profit | 106,321 | 38.6 | 115,000 | 41.1 | Operating Expenses | 71,942 | 26.1 | 65,000 | 23.2 | Operating Income | 34,379 | 12.5 | 50,000 | 17.9 |

The cause of lower actual sales revenue than originally planned can be explained by a lack of private label sales in North America, as well as less sales than originally planned in several other regions. Despite a decrease in the cost of superior materials which are used extensively in Extreme Kicks’ footwear, manufacturing cost of goods sold