Evaluating Product Performance—Finding Winners and Losers

Showing the sales history of products over 3–5 years gives a good snapshot of their relative performance. This graph illustrates performance of three products over 5 years and shows that Product B’s sales volume has decreased and that of Products A and C have increased. In 2007, Product B was the big seller; in 2011 Product A has the highest sales.


Graph 8. 5 Year product sales trend.

Such changes in the relative performance of products require explanation when a company decides to grow beyond “business as usual”—just keeping up with inflation or moderate growth—because diminishing ...

Get Marketing Strategy for Small- to Medium-Sized Manufacturers now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.