Key concepts definitions
The page describes the main concepts used within the Target Setting solution
The following concepts need to be modelled in the system to support the target-setting module:
Product / SKU (SKU)
SKU stands for Stock Keeping Unit and represents a particular packaging for a specific product. For CEX Target Setting an SKU represents the "thing" for which we set sales targets. It can be an SKU, a Product that contains multiple SKUs or even a family of Products. From the Target Setting point of view, SKU is just a label.
Relevant Market (RM)
A Relevant Market represents a group of products which are considered competitor products to the Target SKU. For example market share is calculated by dividing the sales of "our" Product by the total sales of the Relevant Market. Similarly to the Product/SKU, for Target Setting, Relevant Market is just a label that has sales value. Target Setting does not know which competitor products are included in a Relevant Market.
Measurements
Represent the measurement units in which Sales and Targets can be expressed, such as Volumes, Value, or DOTs.
Brick / Accounts
Represents the smallest geographical unit at which sales are captured and targets are set. Bricks are assigned to Rep Positions.
Cycle
A period of time with a name, start date, and end date, used for defining target setting periods.
Team & Team Structure
A set of positions with at least two levels:
Team (Managers)
Single (Reps)
The team structure defines the hierarchical structure, indicating which Reps report to which Managers, what bricks are associated with each Rep position, and which individuals occupy each position.
The team structure is dependent on a cycle as it can change from cycle to cycle.
Datasource
Represents a particular source and/or type of sales data. Examples include Sell-In (to the points of sales), Sell-Out (to the final consumers), etc.
Channel
Represents a sales channel, for the purpose of Target Setting it represents the channel for which we have the historical Sales data or for which we set targets. Examples include: Pharmacy, Hospital, Online, etc
GeoShare%
Represents the percent of national level sales contributed by a certain brick or region, i.e. 20% of our product sales in France are coming from Paris, this means that the GeoShare%() = 20%
Achieved vs Potential
Is a KPI that describes the performance at local level (brick, Rep, Manager) compared to the national performance. It is calculated as Market Share (local level) / Market Share (national Level). It can also be calculated as GeoShare%(Product) /. GeoShare%(Relevant Market)
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