1. Sample employee analysis 5-year sales forecast 2017-2021
Filippo Belloni
What is PittaRosso?
Financial analysis
History of PittaRosso
Sample employee analysis
5-year sales forecast
Sales analysis of a sample article
Excel spreadsheet
Word docuement

2. What is PittaRosso?
PittaRosso is a major Italian retailer of footwear and leather goods.
PittaRosso stores have a wide assortment of footwear for men, women and children, but also many brands of sports footwear.
With over 200 retail stores, mainly in Italy but also in Croatia, Slovenia and France, PittaRosso has a yearly earning of over € 350 million.

3. History of PittaRosso
The PittaRosso brand was born from the continuous commitment of three generations of owners and employees to offer the best products in terms of footwear and at the most competitive prices.
The passion for footwear spans over 40 years from the first open-air markets of Padova, through a constant expansion throughout the Italian country, to the current 200 stores in 4 European nations.
After the sale to 21 Investimenti private equity fund in 2011 for €120 million, the company was revolutionized and doubled yearly sales revenue in less than 3 years before being sold again to Lion Capital, British private equity firm, in December for €350 million.
In the past 2 years, PittaRosso has flourished, triplicating the sales revenue obtained in 2011, reaching around €360 million by the end of 2016.
The various acquisitions also led to a change in brand name from the original Pittarello Calzature, through Pittarello Rosso during the first acquisition process, to PittaRosso in the last years.

4. Financial report
In the past 10 years, PittaRosso has grown immensely in many areas such as yearly sales revenue, employee and store count.
Financial reports show that the yearly revenue grew four-fold in this time period from €85 million to around € 360 million, while employee count grew by a factor of five from around 500 to about The number of shops grew by over 6 times from 30 to over 200.
The results expressed in the graph show the great diligence that has characterized this company since its dawn decades ago.
Graph

6. 5-year sales forecast
Using the forecast function in Excel, I used the data collected from the previous 10 years to forecast sales revenue, employee number and store number from to 2021.
This forecast can allows the management of PittaRosso to evaluate strategies and actions for the future to increase the company value and may allow them to expand further into the European footwear industry.
Graph
Table

7. yearly sales revenue (millions)
Financial data table
year
yearly sales revenue (millions)
employees
number of shops
2006
€85
502 30
2007
€89
523 34
2008
€94
548 37
2009
€97
575 43
2010
€108
600 48
2011
€120
630 53
2012
€170
800 97
2013
€210
1270
120
2014
€250
1400
149
2015
€300
1900
176
2016
€360
2600
201
2017
€333
2130
197
2018
€361
2314
215
2019
€388
2497
233
2020
€415
2680
250
2021
€442
2863
268

9. Sample employee analysis
Given a sample of 15 employees belonging to different roles within the company, I analysed their base monthly and yearly salaries, and calculated their net salaries when taking into account yearly bonuses and income tax. The graph below clearly shows the income differences between these employees.
While the shop employees and office workers earn between €9,000 and €13,000, managers earn just short of €30,000 and the CEO earns just above €300,000.
Graph
Pivotable

10. Employee analysis pivotable
Gender
Role F M
CEO
€ ,18
manager
€28.485,78
€29.160,88
office worker
€26.346,94
€38.415,00
shop employee
€19.754,73
€49.933,67

12. Sales analysis of a sample article
Given a sample footwear article, I analyzed the distribution of different EU women sizes of this article among the over 200 stores throughout various regions of Italy but also in Croatia, Slovenia and France.
The graph above shows how many pairs of shoes of which size is held in stores of each region. This graph can be helpful to identify and understand the distribution of this footwear article but also how much is sold in every region depending on the demand for this article.
Graph
Pivotable

13. Sample product distribution pivotable
EU Size
Region 36 37 38
38,5 39 40
40,5 41 42
ABRUZZO 5 3 6 1 2
BASILICATA
CALABRIA 14 8 19 10 11 4
CAMPANIA 9 16 13 7
CROATIA
EMILIA-ROMAGNA 15 12
FRANCE
FRIULI-VENEZIA GIULIA
LAZIO
LIGURIA
LOMBARDIA 31 17 24
MARCHE
MOLISE
PIEMONTE
PUGLIA
SARDEGNA
SICILIA 23
SLOVENIA
TOSCANA
TRENTINO-ALTO ADIGE
UMBRIA
VENETO 21