Geographical Breakdown
The page provides an overview of the Geographical Breakdown tab
After setting the national target value in the National Forecast phase, the next step involves cascading down the national target to the representative(Rep) level. To get to the Rep level, we first calculate the targets at the brick level. Bricks are the smallest geographical level for which we have sales data; the country is divided into multiple bricks. In the second step, the targets are aggregated from the bricks to the Reps level based on the bricks allocated to each Rep. Nevertheless, it is important to note that the representatives' territory may vary from one cycle to another. Hence, analysing targets at the brick level first is advisable.
How the target breakdown works
As explained above we need to break down the National Forecasts (targets) to targets at brick level. Let's assume for example that bricks represent counties in the country. We cannot divide the national target equally between all the bricks (counties), because they are not the same, the demographics and economics are different between counties and therefore the sales and sales potential are different.
The best way to do the breakdown is to look at how the past sales are distributed across the different bricks. For this, we use the GeoShare% indicator which represents the percentage of national sales contributed by a specific brick: i.e. Paris generates 20% of the product sales in France. So we can use the historical GeoShare% of Paris (any brick) to allocate the right amount from the National Target.
The historical GeoShare% of a brick is influenced by
its demographics & economics: bigger and richer bricks will generate more sales
and also Rep's performance: a better Rep will sell more on a similar brick than a below-average one
Product GeoShare% allocation only will distribute the same %Growth from the National Level to all the Reps
The alternative is to use the GeoShare% of the Relevant Market instead of product, meaning we look at how much the RM sales in Paris represent from the total RM sales in France, let's say it is 15%. This means that the competitor products included in the Relevant Market, on average, generate 15% of their French sales from Paris, whereas our product generates only 20% from Paris. This again means that our Rep in Paris is doing a much greater job compared to the competitor Reps in Paris, and of course, compared to other of our Reps.
If we allocate 20% of the national target to Paris, when generally Paris represents only 15% of France, means we are overburdening the Paris Rep. Using the RM GeoShare% means we would allocate 15% of the National Target to Paris.
RM GeoShare% allocation only would bring all bricks and reps to the same market share if achieved, basically eliminating the performance variance
Generally, a combination between Product and RM GeoShares% should be used, by calculating a weighted average between the 2. The weight put on the Product depends on the lifecycle of the product.
Filtering Geographical Breakdown table
To establish brick targets, access the Geographical Breakdown tab. Within this tab, you'll find a Filter section on the left side of the screen, comprising two fields: SKU and Team. You can filter the table by selecting the desired SKU and team. Once you've selected the SKU and Team for filtering the table, click 'Apply' to implement the changes.
The table can be filtered in every state of the plan.
Apply weights between Product and Relevant Market
After applying a filter for a specific SKU, the relevant market shown in the centre of the screen will correspond with the relevant market linked to the filtered SKU as set in Configuration. In this section, you can decide the weight of the Product / RM GeoShare% used in the geographical breakdown by adjusting the slider to the preferred value or entering the desired value in the respective field. Click 'Update' to apply the modifications.
When filtering the table by an SKU without an assigned Relevant Market, a warning message will appear, notifying the user that 'This SKU does not have any Relevant Market set.' In such cases, the Sales Allocation slider will be disabled until a Relevant Market is assigned to the SKU in the Configuration tab. If no Relevant Market is subsequently assigned, certain columns in the Geo Breakdown table, such as Relevant Market Geo Share, Achieved vs Potential, and Geo Share, will display as unable to be calculated("--%").
View data by level
The information is presented across three tiers, with users selecting the preferred level from the buttons displayed above the geographical breakdown table: Brick Level, Rep Level, and Manager Level. This option to display data by levels is accessible regardless of the plan's status.
Each user has the privilege to view targets at the brick, rep, or manager level, depending on their role:
Representatives will only have visibility on the Brick level to the targets in the bricks associated with them, their targets at the Rep level, and only the total team targets on the Manager level;
Managers will have visibility restricted on the brick level for all bricks assigned to their team members, at the Rep level for the targets of their representatives, and on the Manager level, they will view the sum of targets set by the representatives in their team;
Higher manager roles will have access to view all existing bricks (including the unassigned ones), as well as the targets of all representatives and managers.
Additional functionalities
Copy Mode
The "Copy Mode" functionality enables users to effectively handle table values, as the default display rounds values to two decimal places. Upon activation of the Copy Mode button (the one that looks like a clipboard), users can view or copy non-rounded (raw) values. To enable this functionality, click on the 'Copy Mode' button in the tables' upper right corner.
Simply hover your mouse over the column in the table you're interested in, and you'll notice the full value of the field displayed next to the mouse cursor. To copy the value, just click on the desired field.
To disable this functionality, just click the 'Copy Mode' button again.
Table Settings
Users can personalize their table view by using the Table Settings feature. Access this feature by clicking the gear icon located in the top-right corner of the tables.
When you click the gear icon, a pop-up window will appear, giving you the option to customize the table by hiding or displaying specific columns. Adjust your preferences using the toggles, then click the save button to apply your changes.
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