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Marketing Communications

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Chapter 5 : Financial Strategy

Strategic Profit Model – An Overview

Income Statement

Sales
Cost of Goods Sold
Gross margins
Expenses
Net profit

Balance Sheet

Assets

Current assets
Accounts receivable
Merchandise inventory
Inventory turnover
Cash and other Current assets
Operating Cycle
Fixed assets
Asset turn over

Liabilities and Owners Equity

The Strategic Profit Model

Return on Assets
Return on Net Worth
Improving Financial Performance

Profit management
Asset management
Debt management

Setting Performance Objectives

Performance Measures

Types of performance measures

Chapter Summary

In this chapter we understood the elements of a financial strategy. We examined two important financial documents: the income statement, and the balance sheet. We saw how they are important for retailers in evaluating financial performance. Later, we analyzed the strategic profit model and examined its components. The strategic profit model uses return on net worth as key performance measure for evaluating financial performance. Through an example we saw how using the SPM can improve the financial performance of a retailer. We then discussed the way in which financial objectives are set. The setting of financial objectives requires a combination of top-down and bottom-up planning approaches. Finally we took a look at the various measures used by retailers for measuring performance.

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