Volume Decomposition, Part 5 of 6: Impact of Competition

This is the fifth in a series of posts on quantifying the impact of business drivers on sales volume.  Please review these posts first to get more context: Part 1 – Overview of this very useful analytical technique that helps answer the question Why did our volume change? Part 2 – Impact of Distribution Part […]

Volume Decomposition, Part 2 of 6: Impact of Distribution

This is the second in a series of posts on quantifying the impact of business drivers on sales volume.  Please review these posts for more information on this very useful analytical technique that helps answer the question Why did our volume change? Part 1 – Overview of this very useful analytical technique that helps answer the […]

Volume Decomposition, Part 1 of 6: Why Are Sales Up (or Down)?

Has this happened to you?  Sales of your brand are down vs. the same period last year and management wants to know why.  Sales is saying it’s because there is less advertising this year but Marketing is saying it’s because you’ve lost distribution and the retail price and merchandising are not as competitive.  Another, more […]