The Front Page · —
The Briefing
Quarterly briefing · Profit watch
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A two-year arc, by quarter
Revenue (bars) vs ฿25M/quarter target (100M/yr plan), with gross margin % (line).
Revenue
Margin
฿25M/Q target
ⓘ Sales = total net sales by quarter.
Gross Margin = (Sales - Landed Cost) / Sales.
Else = brand estimate when cost is missing.
Gross Margin = (Sales - Landed Cost) / Sales.
Else = brand estimate when cost is missing.
Brands carrying the desk
Top 8 by gross profit
ⓘ Gross Profit = Total Sales x Margin (Brand).
Margin = (Sales - Landed Cost) / Sales.
Else = brand estimate when cost is missing.
Margin = (Sales - Landed Cost) / Sales.
Else = brand estimate when cost is missing.
II.
Around the desks
Channel mix
Revenue share, current period
ⓘ Sales = real net sales.
Profit = Sales x Margin (Brand).
Target = 100M THB/year.
Profit = Sales x Margin (Brand).
Target = 100M THB/year.
Editor's notes
Filed since the last close
Investigation · Where profit is leaking
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— Quarterly close summary
I.
The leakage report
🔴 The leakers
Top 10 low-margin products · current period
ⓘ Gross Margin = Margin (Brand).
80% = fixed plan target.
80% = fixed plan target.
🟢 The drivers
Top 10 profit drivers · ranked by gross profit
ⓘ Gross Profit = Total Sales x Margin (Brand).
Target = last period x 1.05.
Margin target = 80%.
Target = last period x 1.05.
Margin target = 80%.
II.
The trajectory
Four quarters of pressure
Revenue (bars) and gross margin % (line, right axis)
Revenue
Margin %
Target
ⓘ Margin % = (Sales - Landed Cost) / Sales.
Else = brand estimate when cost is missing.
Target = 80%.
Else = brand estimate when cost is missing.
Target = 80%.
By category
Profit & margin, weighted
ⓘ Profit = Total Sales x Margin (Category).
Margin = mix of brand margins.
Else = brand estimate when cost is missing.
Margin = mix of brand margins.
Else = brand estimate when cost is missing.
The profit ranking
Top 12, by gross profit
ⓘ Gross Profit = Total Sales x Margin (Brand).
Margin = (Sales - Landed Cost) / Sales.
Else = brand estimate when cost is missing.
Margin = (Sales - Landed Cost) / Sales.
Else = brand estimate when cost is missing.
Revenue share by brand
Current period · top brands + Other
The margin–scale map
Brand revenue × margin · bubble = profit
ⓘ X = Sales.
Y = Margin %.
Bubble = Gross Profit.
Margin = (Sales - Landed Cost) / Sales.
Else = brand estimate.
Y = Margin %.
Bubble = Gross Profit.
Margin = (Sales - Landed Cost) / Sales.
Else = brand estimate.
All brands at a glance
Sorted by gross profit, current quarter
| # | Brand | Category | Revenue | Share% | Profit | Gross Margin | YoY Rev | Verdict | Remark |
|---|
* excludes compensate & other
Sales = total net sales
Profit = Sales x Margin (Brand)
† = margin is a fixed estimate (partial or no landed cost on file), not computed
YoY = current vs same period last year
Sales = total net sales
Profit = Sales x Margin (Brand)
† = margin is a fixed estimate (partial or no landed cost on file), not computed
YoY = current vs same period last year
The 8-quarter stack
Revenue by channel
Profit share
Current quarter
ⓘ Profit = Total Sales x Margin (Channel).
Channel margin = mix of product margins.
Channel margin = mix of product margins.
Channel × brand matrix
Profit (THB) at each intersection
ⓘ Each cell = Gross Profit.
Gross Profit = Sales x Margin at Channel x Brand.
Gross Profit = Sales x Margin at Channel x Brand.
Customers, by profit
Top 12 key accounts
ⓘ Gross Profit = Channel Sales x Margin (Channel).
Account split = estimated inside each channel.
Account split = estimated inside each channel.
Region mix
Bangkok · Upcountry · Online
Customer Profit Share
Top 8 by gross profit + Others
ⓘ Profit = Customer Sales x Margin (Customer mix).
Top 8 customers shown.
Rest = Others.
Top 8 customers shown.
Rest = Others.
Account ledger
Key accounts by estimated profit · * excludes compensate & other
| # | Customer | Channel | Revenue | Gross Profit | Sell-in GP% | Retailer GP% | Sell-in Min% | Sell-in Max% |
|---|
ⓘ Sales = total net sales.
Gross Profit = Sales - Landed Cost (ALPHA's own margin on the sell-in).
Sell-in GP% = Gross Profit / Sales. † = estimated when cost is missing.
Retailer GP% = the account's contractual margin on RSP (vendor master) — a different party in the chain, not ALPHA's.
Sell-in Min/Max% = GP range across this account's brands.
Gross Profit = Sales - Landed Cost (ALPHA's own margin on the sell-in).
Sell-in GP% = Gross Profit / Sales. † = estimated when cost is missing.
Retailer GP% = the account's contractual margin on RSP (vendor master) — a different party in the chain, not ALPHA's.
Sell-in Min/Max% = GP range across this account's brands.
Monthly revenue by channel, stacked by salesperson
Last 12 months · channel bars plus Traditional Trade rep trend
Modern Trade
Traditional Trade
Traditional Trade — last 6 months by salesperson
Online
Other
ⓘ Channel bars = monthly net sales stacked by salesperson; the Traditional Trade trend shows each salesperson separately. Hover for values and bar shares.
Channel from customer_data; attribution via saler_customer_map (721).
Channel from customer_data; attribution via saler_customer_map (721).
Target attainment
YTD avg × 1.05 per rep
ⓘ Attain% = Current Sales / Target.
Target = avg YTD monthly sales x period length x 1.05.
Target = avg YTD monthly sales x period length x 1.05.
Salesperson ledger
Ranked by revenue, current period
| # | Salesperson | Channel | Revenue | Target | Attain% | Customers | Status |
|---|
ⓘ Sales = total net sales.
Target = avg YTD monthly sales x period length x 1.05.
Attain% = Sales / Target.
Customers = unique customer count.
Target = avg YTD monthly sales x period length x 1.05.
Attain% = Sales / Target.
Customers = unique customer count.
Revenue vs Cost map
Bubble size = units sold · x-axis = revenue · y-axis = cost/pcs (฿)
Top products by revenue
Current period · top 15
Product potential analysis
Active products · ranked by net sales · GP = net sales − (units × cost/pcs)
| # | Product | Brand | Net Sales | Share% | Cost/Pcs | Units | GP Potential |
|---|
ⓘ GP Potential = Sales - Landed Cost.
Twelve months, one line
Revenue with 3-month moving average
ⓘ 3-month MA = average sales of this month + previous 2 months.
Year on year, by quarter
Last three years stacked side-by-side
Margin trajectory
Where the slope is heading
ⓘ Gross Margin % = (Sales - Landed Cost) / Sales by quarter.
Else = brand estimate when cost is missing.
Else = brand estimate when cost is missing.
Editor's notes
Auto-filed since last close
Risk register
What might cost us next quarter