capsim report

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Summary Report The summary report serves as a snapshot of the industry, your company and your competitors. You can quickly review how your company is performing against the competition, scan ratios for areas of threat, and analyze high-level market share breakdowns.

Financials ($000) Andrews Baldwin Chester Digby Erie Ferris Industry

Avg. Sales $123,027 $99,101 $88,248 $34,453 $92,400 $74,976 $85,368 EBIT $19,791 $5,713 ($7,412) $3,240 $21,927 $6,192 $8,242 Profits $8,249 $277 ($9,733) $999 $12,544 $990 $2,221 Cumulative Profit $15,143 $292 ($1,690) $8,710 $24,905 $7,639 $9,167 SG&A: Sales 14.3% 14.8% 28.6% 15.3% 11.4% 16.7% 16.8% Contribution Margin 34.2% 23.2% 25.9% 31.7% 38.0% 31.1% 30.7% Emergency Loan $0 $0 $8,531 $0 $0 $0 $1,422

Ratios Andrews Baldwin Chester Digby Erie Ferris Industry

Avg. ROA 10.0% 0.6% -13.0% 2.3% 24.0% 1.4% 4.2% ROE 19.9% 1.4% -28.9% 3.6% 47.4% 3.0% 7.7% ROS 6.7% 0.3% -11.0% 2.9% 13.6% 1.3% 2.3% Asset Turnover 1.50 2.10 1.18 0.79 1.77 1.04 1.39 Leverage 1.98 2.36 2.23 1.57 1.97 2.17 2.05

Market Share

Market Share Andrews Baldwin Chester Digby Erie Ferris Americas 19.9% 15.5% 11.8% 10.4% 22.3% 20.0% Europe 40.0% 28.6% 31.4% 0% 0% 0% Asia Pacific 21.9% 23.4% 23.7% 0% 0% 31.0% Total 25.0% 19.5% 17.8% 6.9% 14.6% 16.2%

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Market Report The Market Report breaks down the publicly held debt and equity for each company. Although not the only indicator, tracking the trends can give good insight into how a company is managing its growth and what the relative strength and size of each company is.

Stock Market Summary

Company Close Change Shares Market Cap Book Value EPS Dividend Yield P/E Andrews $29.89 $8.75 2,494,565 $75 $16.61 $3.31 $0.00 0% 9.04 Baldwin $6.97 ($1.22) 2,121,982 $15 $9.43 $0.13 $0.00 0% 53.42 Chester $3.03 ($20.16) 2,869,682 $9 $11.74 ($3.39) $0.00 0% -0.89 Digby $20.30 ($3.29) 2,000,000 $41 $13.96 $0.50 $0.00 0% 40.64 Erie $50.37 $17.47 2,000,000 $101 $13.22 $6.27 $6.15 12% 8.03 Ferris $19.21 ($2.06) 2,334,767 $45 $14.26 $0.42 $0.00 0% 45.34

Stock Price

Bond Market Summary

Company Series Face Yield Close S&P Andrews 12.5S2023 4,400,000 12.4% 100.50 CCC

14.0S2025 6,600,000 13.3% 105.40 CCC 10.4S2030 6,000,000 11.5% 90.48 CCC 11.7S2031 2,000,000 12.0% 97.20 CCC

Baldwin 12.5S2023 4,400,000 12.6% 99.17 C 14.0S2025 6,600,000 13.6% 103.00 C 10.9S2031 4,000,000 12.3% 88.60 C

Chester 12.5S2023 4,400,000 12.6% 99.50 CC 14.0S2025 6,600,000 13.5% 103.60 CC 10.4S2030 4,000,000 11.9% 87.59 CC 10.6S2031 8,253,000 12.1% 87.97 CC

Digby 12.5S2023 4,400,000 12.1% 102.90 BBB 14.0S2025 6,600,000 12.7% 110.00 BBB

Erie 12.5S2023 2,689,382 12.4% 100.50 CCC 14.0S2025 6,600,000 13.3% 105.40 CCC

Ferris 12.5S2023 4,400,000 12.5% 99.67 CC 14.0S2025 6,600,000 13.5% 103.90 CC 10.4S2030 2,218,641 11.8% 88.06 CC 11.9S2031 5,407,493 12.4% 95.61 CC

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Financial Summary Financial statements provide insight into the company's activities for the year from the financial perspective, presented according to accounting rules.

Cash Flow Statement Survey Andrews Baldwin Chester Digby Erie Ferris Cash Flows From Operating Activities Net Income (Loss) $8,249 $277 ($9,733) $999 $12,544 $990 Adjustment For Non Cash Items Depreciation $4,469 $2,400 $4,107 $2,400 $2,640 $4,000 Extraordinary Gains/Losses/Writeoff $0 $0 $0 $0 $24 $0 Changes in current assets and liabilities Accounts Payable $1,212 $6,649 $3,279 ($68) $3,728 $580 Inventory ($9,077) ($17,059) ($27,151) ($9,529) ($21,014) ($17,847) Accounts Receivable ($2,523) ($6,746) $574 $1,406 ($2,615) $768 Net Cash From Operations $2,330 ($14,479) ($28,925) ($4,793) ($4,693) ($11,510) Cash Flows From Investing Activities Plant Improvements (Net) ($18,936) $0 ($17,600) $0 ($3,600) ($12,000) Cash Flows From Financing Activities Dividends Paid $0 $0 $0 $0 ($12,297) $0 Sales of Common Stock $2,000 $1,000 $11,090 $0 $0 $5,963 Purchase of Common Stock $0 $0 $0 $0 $0 $0 Cash from Long Term Debt Issued $2,000 $4,000 $8,253 $0 $0 $5,407 Early Retirement of Long Term Debt $0 $0 $0 $0 ($648) $0 Retirement of Current Debt ($4,000) $0 $0 $0 ($6,963) ($6,963) Cash From Current Debt Borrowing $11,000 $2,500 $0 $0 $10,259 $12,642 Cash From Emergency Loan $0 $0 $8,531 $0 $0 $0 Net Cash From Financing Activities $11,000 $7,500 $27,874 $0 ($9,650) $17,049 Effect of Exchange Rate ($588) ($479) ($486) $0 $0 ($141) Net Change In Cash Position ($6,193) ($7,459) ($19,137) ($4,793) ($17,943) ($6,602)

Balance Sheet Survey Andrews Baldwin Chester Digby Erie Ferris Cash $17,304 $2,798 $0 $12,173 $1,046 $7,487 Accounts Receivable $8,427 $8,145 $3,627 $2,832 $7,595 $6,162 Inventory $9,077 $17,059 $28,817 $9,529 $21,014 $17,847 Total Current Assets $34,808 $28,003 $32,444 $24,535 $29,655 $31,497 Plant and Equipment $67,032 $36,000 $61,600 $36,000 $39,600 $60,000 Accumulated Depreciation ($19,675) ($16,800) ($19,040) ($16,800) ($17,040) ($19,200) Total Fixed Assets $47,357 $19,200 $42,560 $19,200 $22,560 $40,800 Total Assets $82,164 $47,203 $75,004 $43,735 $52,215 $72,297 Account Payable $8,527 $7,490 $7,321 $2,624 $6,228 $5,538 Current Debt $13,200 $4,700 $10,731 $2,200 $10,259 $14,842 Long Term Debt $19,000 $15,000 $23,253 $11,000 $9,289 $18,626 Total Liabilities $40,727 $27,190 $41,305 $15,824 $25,777 $39,007 Common Stock $13,939 $6,808 $22,898 $5,808 $5,808 $12,607 Retained Earnings $27,498 $13,205 $10,801 $22,102 $20,631 $20,683 Total Equity $41,437 $20,013 $33,699 $27,910 $26,439 $33,290 Total Liabilities Owners Equity $82,164 $47,203 $75,004 $43,735 $52,215 $72,297

Income Statement Survey Andrews Baldwin Chester Digby Erie Ferris Sales $123,027 $99,101 $88,248 $34,453 $92,400 $74,976 Variable Costs(Labor,Material,Carry,Shipping) $80,937 $76,119 $65,381 $23,541 $57,286 $51,677 Depreciation $4,469 $2,400 $4,107 $2,400 $2,640 $4,000 SG&A (R&D/Promo/Sales/Admin) $17,630 $14,619 $25,205 $5,272 $10,513 $12,538 Other (Fees/Writeoffs) $200 $250 $967 $0 $34 $569 EBIT $19,791 $5,713 ($7,412) $3,240 $21,927 $6,192 Interest (Short Term / Long Term) $3,692 $2,357 $4,179 $1,672 $2,235 $3,907 Taxes $7,663 $3,024 ($1,858) $549 $6,892 $1,213 Profit Sharing $187 $56 $0 $20 $256 $83 Net Profit $8,249 $277 ($9,733) $999 $12,544 $990

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Regional Income Statement

The Regional Income Statements outline the previous year's earnings across each of the three regions. They reflect the companies' performances in terms of revenues and expenses for the previous 12 months.

Americas Andrews Baldwin Chester Digby Erie Ferris

Sales $64,238,690 $51,153,105 $39,679,617 $34,453,409 $92,400,119 $60,847,467 Variable Costs $40,705,609 $38,060,175 $27,505,231 $23,541,134 $57,286,327 $39,837,896 Depreciation $4,468,800 $2,400,000 $4,106,667 $2,400,000 $2,640,000 $4,000,000 SG&A: Sales $8,261,656 $6,420,012 $9,101,398 $5,271,943 $10,513,060 $6,121,938 Other $200,000 $250,000 $967,150 $0 $34,155 $568,531 EBIT $10,602,625 $4,022,918 ($2,000,829) $3,240,332 $21,926,577 $10,319,102 Interest $3,691,600 $2,356,500 $4,179,193 $1,672,000 $2,234,759 $3,906,658 Taxes $2,418,859 $583,246 ($2,163,008) $548,916 $6,892,136 $2,244,355 Profit Sharing $89,843 $21,663 $0 $20,388 $255,994 $83,362 Net Profit $4,402,323 $1,061,508 ($4,017,014) $999,027 $12,543,688 $4,084,727

Europe Andrews Baldwin Chester Digby Erie Ferris

Sales $49,277,712 $37,124,723 $37,808,937 $0 $0 $0 Variable Costs $33,328,744 $27,667,756 $28,384,716 $0 $0 $0 Depreciation $0 $0 $0 $0 $0 $0 SG&A: Sales $5,523,372 $4,491,604 $10,046,562 $0 $0 $0 Other $0 $0 $0 $0 $0 $0 EBIT $10,425,596 $4,965,363 ($622,340) $0 $0 $0 Interest $0 $0 $0 $0 $0 $0 Taxes $5,553,688 $3,259,529 $1,502,253 $0 $0 $0 Profit Sharing $97,438 $34,117 $0 $0 $0 $0 Net Profit $4,774,470 $1,671,717 ($2,124,594) $0 $0 $0

Asia Pacific Andrews Baldwin Chester Digby Erie Ferris

Sales $9,510,699 $10,823,182 $10,759,501 $0 $0 $14,128,350 Variable Costs $6,902,988 $10,390,633 $9,490,748 $0 $0 $11,839,186 Depreciation $0 $0 $0 $0 $0 $0 SG&A: Sales $3,845,003 $3,707,493 $6,057,216 $0 $0 $6,416,086 Other $0 $0 $0 $0 $0 $0 EBIT ($1,237,292) ($3,274,945) ($4,788,463) $0 $0 ($4,126,922) Interest $0 $0 $0 $0 $0 $0 Taxes ($309,323) ($818,736) ($1,197,116) $0 $0 ($1,031,731) Profit Sharing $0 $0 $0 $0 $0 $0 Net Profit ($927,969) ($2,456,208) ($3,591,347) $0 $0 ($3,095,192)

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Production Analysis

The Production Analysis page has key data concerning the capacity and automation levels of competitors' plants, plus a range of other critical information for competitive analysis.

Plant Details Andrews Baldwin Chester Digby Erie Ferris

Capacity 2,580 2,000 2,800 2,000 2,200 2,500 Automation 4.8 3.0 4.0 3.0 3.0 4.5

Name Units Sold Production Outsource Inventory Americas

Inventory Europe

Inventory Asia-Pacific

Average Price

Average Material Costs

Average Labor Costs

Average Shipping

Able 4062 2539 1995 227 90 154 $29.43 $9.78 $8.48 $1.39 Archer 0 0 0 0 0 0 $0.00 $0.00 $0.00 $0.00 Baker 3163 1980 1905 92 107 522 $30.80 $12.39 $9.66 $1.38 Bob 0 0 0 0 0 0 $0.00 $0.00 $0.00 $0.00 Cake 2325 2158 807 639 0 84 $30.17 $11.28 $8.67 $1.32 Candy 563 613 637 400 53 233 $28.75 $9.75 $9.52 $2.90 Daze 1111 1584 0 472 0 0 $31.00 $10.76 $9.39 $0.00 Eat 2369 2178 1100 909 0 0 $39.00 $13.54 $9.57 $0.00 Fast 1570 1881 500 629 0 181 $28.75 $11.44 $8.10 $0.51

Fierce 1057 594 550 67 0 19 $28.00 $7.93 $8.73 $0.43

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Product Analysis

Allows you to identify the relative strength of your products compared with the competition - where they are superior and where they need improvement.

Top Products In Budget

Region Name Units Sold Price Customer

Satisfaction Accy Speed Service

Life Age Region Kit Material Costs

Labor Costs

Contrib. Margin

Americas Able 1,844 $30.30 22 5.8 5.8 16,000 3.0 Yes $9.88 $9.07 36.63% Baker 1,136 $31.00 13 7.0 7.0 21,000 3.2 Yes $13.21 $9.70 25.60% Fast 1,073 $29.00 11 6.4 6.4 18,500 5.1 Yes $11.44 $7.63 30.25% Daze 857 $31.00 9 6.4 6.4 21,000 5.1 No $10.76 $9.39 31.67% Cake 835 $31.50 9 7.8 7.8 19,000 2.7 Yes $11.29 $8.59 33.04% Fierce 729 $28.00 8 5.8 5.8 14,000 0.9 No $7.93 $8.48 40.85%

Eat 85 $39.00 0 8.4 8.4 22,000 0.9 Yes $13.54 $9.57 38.00% Europe Able 1,303 €29.45 18 5.8 5.8 16,000 3.0 Yes $9.88 $7.94 32.37%

Baker 679 €31.07 10 7.0 7.0 21,000 3.2 No $11.49 $9.61 25.47% Cake 537 €28.97 10 7.8 7.8 19,000 2.7 Yes $11.27 $8.64 24.88% Candy 258 €28.50 9 6.5 6.5 17,000 0.4 No $9.46 $9.72 25.00%

Asia Pacific Able 294 S$32.40 6 5.8 5.8 16,000 3.0 No $8.72 $7.40 27.42% Fast 252 S$34.20 5 6.4 6.4 18,500 5.1 Yes $11.44 $9.92 10.51%

Baker 228 S$34.44 5 7.0 7.0 21,000 3.2 No $11.49 $9.63 4.00% Cake 164 S$34.20 3 7.8 7.8 19,000 2.7 Yes $11.27 $9.08 16.75% Fierce 126 S$33.60 3 5.8 5.8 14,000 0.9 No $7.93 $9.92 26.39% Candy 65 S$33.00 4 6.5 6.5 17,000 0.4 Yes $10.88 $8.76 0.03%

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Product Analysis

Allows you to identify the relative strength of your products compared with the competition - where they are superior and where they need improvement.

Top Products In Performance

Region Name Units Sold Price Customer

Satisfaction Accy Speed Service

Life Age Region Kit Material Costs

Labor Costs

Contrib. Margin

Americas Eat 2,285 $39.00 67 8.4 8.4 22,000 0.9 Yes $13.54 $9.57 38.00% Baker 514 $31.00 10 7.0 7.0 21,000 3.2 Yes $13.21 $9.70 25.60% Cake 425 $31.50 17 7.8 7.8 19,000 2.7 Yes $11.29 $8.59 33.04% Able 276 $30.30 6 5.8 5.8 16,000 3.0 Yes $9.88 $9.07 36.63% Daze 254 $31.00 6 6.4 6.4 21,000 5.1 No $10.76 $9.39 31.67% Fast 179 $29.00 4 6.4 6.4 18,500 5.1 Yes $11.44 $7.63 30.25%

Fierce 148 $28.00 3 5.8 5.8 14,000 0.9 No $7.93 $8.48 40.85% Europe Baker 456 €31.07 6 7.0 7.0 21,000 3.2 No $11.49 $9.61 25.47%

Able 287 €29.45 4 5.8 5.8 16,000 3.0 Yes $9.88 $7.94 32.37% Cake 263 €28.97 16 7.8 7.8 19,000 2.7 Yes $11.27 $8.64 24.88% Candy 189 €28.50 10 6.5 6.5 17,000 0.4 No $9.46 $9.72 25.00%

Asia Pacific Baker 149 S$34.44 6 7.0 7.0 21,000 3.2 No $11.49 $9.63 4.00% Cake 101 S$34.20 9 7.8 7.8 19,000 2.7 Yes $11.27 $9.08 16.75% Fast 66 S$34.20 3 6.4 6.4 18,500 5.1 Yes $11.44 $9.92 10.51% Able 58 S$32.40 2 5.8 5.8 16,000 3.0 No $8.72 $7.40 27.42%

Fierce 54 S$33.60 3 5.8 5.8 14,000 0.9 No $7.93 $9.92 26.39% Candy 51 S$33.00 7 6.5 6.5 17,000 0.4 Yes $10.88 $8.76 0.03%

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Marketing Analysis The Marketing Analysis pages present a comprehensive overview of market demand by segment and region, plus your sales and marketing performance compared with your competitors.

Americas - Budget

Seg %: Region 62% Growth Rate 6.0% Seg %: Industry 47% FX Rate $1.00 Total Demand 6,559 Total Sales(Seg) 6,559 Unmet Demand 0

Buying Criteria Expectations Importance Local Price $14.00-$34.00 55% Age 3.0 19% Positioning (Speed 5.8, Accuracy 5.8) 17% Service Life 14,000-20,000 9%

Top Products In Americas Name Able Baker Fast Daze Cake Fierce Eat -

Sales Actual Sales 1,844 1,136 1,073 857 835 729 85 - Ptnl. Sales 1,844 1,136 1,073 858 835 729 85 - Stock Out No No No No No No No -

Market Share 28.1% 17.3% 16.4% 13.1% 12.7% 11.1% 1.3% - Local Price $30.30 $31.00 $29.00 $31.00 $31.50 $28.00 $39.00 - Satisfaction 22 13 11 9 9 8 0 -

Marketing Prod Promo $1,500 $500 $1,000 $1,000 $2,000 $500 $2,000 - Investments Reg Promo $1,000 $500 $1,000 $1,000 $1,500 $1,000 $1,500 -

Awareness 78% 40% 61% 61% 82% 36% 98% - Prod Sales $2,000 $2,000 $700 $1,500 $1,700 $700 $3,000 - Reg Sales $2,000 $2,000 $1,500 $1,500 $1,500 $1,500 $2,500 -

Accessibility 54% 42% 45% 43% 51% 45% 35% - Specs Speed 5.8 7.0 6.4 6.4 7.8 5.8 8.4 -

Accuracy 5.8 7.0 6.4 6.4 7.8 5.8 8.4 - Service Life 16,000 21,000 18,500 21,000 19,000 14,000 22,000 -

Revision Date Feb-21 Aug-20 Feb-21 Nov-16 Dec-21 Jan-21 Sep-21 - Age Dec. 31 3.0 3.2 5.1 5.1 2.7 0.9 0.9 - Region Kit Yes Yes Yes No Yes No Yes -

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Marketing Analysis The Marketing Analysis pages present a comprehensive overview of market demand by segment and region, plus your sales and marketing performance compared with your competitors.

Americas - Performance

Seg %: Region 38% Growth Rate 13.0% Seg %: Industry 26% FX Rate $1.00 Total Demand 4,080 Total Sales(Seg) 4,080 Unmet Demand 0

Buying Criteria Expectations Importance Positioning (Speed 8.8, Accuracy 8.8) 39% Age 0.0 32% Service Life 17,000-23,000 19% Local Price $24.00-$44.00 10%

Top Products In Americas Name Eat Baker Cake Able Daze Fast Fierce -

Sales Actual Sales 2,285 514 425 276 254 179 148 - Ptnl. Sales 2,285 514 425 276 254 179 148 - Stock Out No No No No No No No -

Market Share 56.0% 12.6% 10.4% 6.8% 6.2% 4.4% 3.6% - Local Price $39.00 $31.00 $31.50 $30.30 $31.00 $29.00 $28.00 - Satisfaction 67 10 17 6 6 4 3 -

Marketing Prod Promo $2,000 $500 $2,000 $1,500 $1,000 $1,000 $500 - Investments Reg Promo $1,500 $500 $1,500 $1,000 $1,000 $1,000 $1,000 -

Awareness 98% 40% 82% 78% 61% 61% 36% - Prod Sales $3,000 $2,000 $1,700 $2,000 $1,500 $700 $700 - Reg Sales $2,500 $2,000 $1,500 $2,000 $1,500 $1,500 $1,500 -

Accessibility 66% 42% 52% 54% 44% 38% 38% - Specs Speed 8.4 7.0 7.8 5.8 6.4 6.4 5.8 -

Accuracy 8.4 7.0 7.8 5.8 6.4 6.4 5.8 - Service Life 22,000 21,000 19,000 16,000 21,000 18,500 14,000 -

Revision Date Sep-21 Aug-20 Dec-21 Feb-21 Nov-16 Feb-21 Jan-21 - Age Dec. 31 0.9 3.2 2.7 3.0 5.1 5.1 0.9 - Region Kit Yes Yes Yes Yes No Yes No -

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Marketing Analysis The Marketing Analysis pages present a comprehensive overview of market demand by segment and region, plus your sales and marketing performance compared with your competitors.

Europe - Budget

Seg %: Region 70% Growth Rate 18.0% Seg %: Industry 16% FX Rate $0.95 Total Demand 2,776 Total Sales(Seg) 2,776 Unmet Demand 0

Buying Criteria Expectations Importance Local Price €14.00-€34.00 50% Positioning (Speed 5.8, Accuracy 5.8) 21% Age 3.0 15% Service Life 14,000-20,000 14%

Top Products In Europe Name Able Baker Cake Candy - - - -

Sales Actual Sales 1,303 679 537 258 - - - - Ptnl. Sales 1,113 600 840 223 - - - - Stock Out No No Yes No - - - -

Market Share 46.9% 24.5% 19.3% 9.3% - - - - Local Price €29.45 €31.07 €28.97 €28.50 - - - - Satisfaction 18 10 10 9 - - - -

Marketing Prod Promo $1,400 $1,000 $1,500 $1,300 - - - - Investments Reg Promo $1,000 $1,000 $2,000 $2,000 - - - -

Awareness 67% 46% 75% 61% - - - - Prod Sales $1,600 $950 $1,500 $1,300 - - - - Reg Sales $1,000 $950 $2,000 $2,000 - - - -

Accessibility 23% 7% 39% 39% - - - - Specs Speed 5.8 7.0 7.8 6.5 - - - -

Accuracy 5.8 7.0 7.8 6.5 - - - - Service Life 16,000 21,000 19,000 17,000 - - - -

Revision Date Feb-21 Aug-20 Dec-21 Aug-21 - - - - Age Dec. 31 3.0 3.2 2.7 0.4 - - - - Region Kit Yes No Yes No - - - -

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Marketing Analysis The Marketing Analysis pages present a comprehensive overview of market demand by segment and region, plus your sales and marketing performance compared with your competitors.

Europe - Performance

Seg %: Region 30% Growth Rate 31.0% Seg %: Industry 6% FX Rate $0.95 Total Demand 1,196 Total Sales(Seg) 1,196 Unmet Demand 0

Buying Criteria Expectations Importance Positioning (Speed 8.8, Accuracy 8.8) 43% Age 0.0 33% Service Life 17,000-23,000 16% Local Price €24.00-€44.00 8%

Top Products In Europe Name Baker Able Cake Candy - - - -

Sales Actual Sales 456 287 263 189 - - - - Ptnl. Sales 405 245 400 145 - - - - Stock Out No No Yes No - - - -

Market Share 38.2% 24.0% 22.0% 15.8% - - - - Local Price €31.07 €29.45 €28.97 €28.50 - - - - Satisfaction 6 4 16 10 - - - -

Marketing Prod Promo $1,000 $1,400 $1,500 $1,300 - - - - Investments Reg Promo $1,000 $1,000 $2,000 $2,000 - - - -

Awareness 46% 67% 75% 61% - - - - Prod Sales $950 $1,600 $1,500 $1,300 - - - - Reg Sales $950 $1,000 $2,000 $2,000 - - - -

Accessibility 7% 23% 39% 39% - - - - Specs Speed 7.0 5.8 7.8 6.5 - - - -

Accuracy 7.0 5.8 7.8 6.5 - - - - Service Life 21,000 16,000 19,000 17,000 - - - -

Revision Date Aug-20 Feb-21 Dec-21 Aug-21 - - - - Age Dec. 31 3.2 3.0 2.7 0.4 - - - - Region Kit No Yes Yes No - - - -

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Marketing Analysis The Marketing Analysis pages present a comprehensive overview of market demand by segment and region, plus your sales and marketing performance compared with your competitors.

Asia Pacific - Budget

Seg %: Region 70% Growth Rate 43.0% Seg %: Industry 4% FX Rate $1.20 Total Demand 1,130 Total Sales(Seg) 1,130 Unmet Demand 0

Buying Criteria Expectations Importance Local Price S$14.00-S$34.00 60% Positioning (Speed 5.8, Accuracy 5.8) 14% Service Life 14,000-20,000 14% Age 3.0 12%

Top Products In Asia Pacific Name Able Fast Baker Cake Fierce Candy - -

Sales Actual Sales 294 252 228 164 126 65 - - Ptnl. Sales 294 252 228 164 126 65 - - Stock Out No No No No No No - -

Market Share 26.0% 22.3% 20.2% 14.6% 11.2% 5.8% - - Local Price S$32.40 S$34.20 S$34.44 S$34.20 S$33.60 S$33.00 - - Satisfaction 6 5 5 3 3 4 - -

Marketing Prod Promo $600 $1,000 $750 $300 $700 $1,000 - - Investments Reg Promo $500 $1,000 $750 $1,500 $1,000 $1,500 - -

Awareness 33% 49% 39% 28% 40% 51% - - Prod Sales $1,500 $1,500 $900 $500 $1,000 $1,000 - - Reg Sales $1,000 $1,000 $900 $1,500 $1,000 $1,500 - -

Accessibility 13% 33% 6% 22% 33% 22% - - Specs Speed 5.8 6.4 7.0 7.8 5.8 6.5 - -

Accuracy 5.8 6.4 7.0 7.8 5.8 6.5 - - Service Life 16,000 18,500 21,000 19,000 14,000 17,000 - -

Revision Date Feb-21 Feb-21 Aug-20 Dec-21 Jan-21 Aug-21 - - Age Dec. 31 3.0 5.1 3.2 2.7 0.9 0.4 - - Region Kit No Yes No Yes No Yes - -

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Marketing Analysis The Marketing Analysis pages present a comprehensive overview of market demand by segment and region, plus your sales and marketing performance compared with your competitors.

Asia Pacific - Performance

Seg %: Region 30% Growth Rate 49.0% Seg %: Industry 2% FX Rate $1.20 Total Demand 480 Total Sales(Seg) 480 Unmet Demand 0

Buying Criteria Expectations Importance Positioning (Speed 8.8, Accuracy 8.8) 41% Age 0.0 28% Service Life 17,000-23,000 20% Local Price S$24.00-S$44.00 11%

Top Products In Asia Pacific Name Baker Cake Fast Able Fierce Candy - -

Sales Actual Sales 149 101 66 58 54 51 - - Ptnl. Sales 149 101 66 58 54 51 - - Stock Out No No No No No No - -

Market Share 31.0% 21.1% 13.8% 12.2% 11.3% 10.6% - - Local Price S$34.44 S$34.20 S$34.20 S$32.40 S$33.60 S$33.00 - - Satisfaction 6 9 3 2 3 7 - -

Marketing Prod Promo $750 $300 $1,000 $600 $700 $1,000 - - Investments Reg Promo $750 $1,500 $1,000 $500 $1,000 $1,500 - -

Awareness 39% 28% 49% 33% 40% 51% - - Prod Sales $900 $500 $1,500 $1,500 $1,000 $1,000 - - Reg Sales $900 $1,500 $1,000 $1,000 $1,000 $1,500 - -

Accessibility 6% 22% 26% 13% 26% 22% - - Specs Speed 7.0 7.8 6.4 5.8 5.8 6.5 - -

Accuracy 7.0 7.8 6.4 5.8 5.8 6.5 - - Service Life 21,000 19,000 18,500 16,000 14,000 17,000 - -

Revision Date Aug-20 Dec-21 Feb-21 Feb-21 Jan-21 Aug-21 - - Age Dec. 31 3.2 2.7 5.1 3.0 0.9 0.4 - - Region Kit No Yes Yes No No Yes - -

G113598 Page 14 Dec. 31 2021 Round 2

Market Share Report

The Market Share Report is a snapshot of how well your products sold compared with potential sales. If a product undersold its potential, it stocked out. Remember products can stock out mid-year if demand is high.

Americas Europe Asia Pacific Total Budget Actual Potential Actual Potential Actual Potential Actual Potential Able 28% 28% 47% 40% 26% 26% 33% 31%

Baker 17% 17% 24% 22% 20% 20% 20% 19% Cake 13% 13% 19% 30% 15% 15% 15% 18%

Candy 0% 0% 9% 8% 6% 6% 3% 3% Daze 13% 13% 0% 0% 0% 0% 8% 8% Eat 1% 1% 0% 0% 0% 0% 1% 1% Fast 16% 16% 0% 0% 22% 22% 13% 13%

Fierce 11% 11% 0% 0% 11% 11% 8% 8%

Performance Actual Potential Actual Potential Actual Potential Actual Potential Able 7% 7% 24% 21% 12% 12% 11% 10%

Baker 13% 13% 38% 34% 31% 31% 19% 19% Cake 10% 10% 22% 33% 21% 21% 14% 16%

Candy 0% 0% 16% 12% 11% 11% 4% 3% Daze 6% 6% 0% 0% 0% 0% 4% 4% Eat 56% 56% 0% 0% 0% 0% 40% 40% Fast 4% 4% 0% 0% 14% 14% 4% 4%

Fierce 4% 4% 0% 0% 11% 11% 4% 4%

G113598 Page 15 Dec. 31 2021 Round 2

Perceptual Map Summary

The Perceptual Map is a key component to understanding the product landscape in your industry. It shows all current products (with specs). The table below shows when new products will enter the market, but not where.

Perceptual Map

Team Product Name Speed Accy Service Life Revised Region Kit Sold In

Andrews Able 5.8 5.8 16,000 18-Feb-21 A, E A, E, AP Archer - - - 23-Jan-22 - -

Baldwin Baker 7.0 7.0 21,000 27-Aug-20 A A, E, AP Bob 5.4 5.3 19,000 20-Sep-21 A, E -

Chester Cake 7.8 7.8 19,000 06-Dec-21 A, E, AP A, E, AP Candy 6.5 6.5 17,000 12-Aug-21 A, AP E, AP

Digby Daze 6.4 6.4 21,000 20-Nov-16 - A Erie Eat 8.4 8.4 22,000 02-Sep-21 A A

Ferris Fast 6.4 6.4 18,500 06-Feb-21 A, AP A, AP Fierce 5.8 5.8 14,000 29-Jan-21 - A, AP