Market-Based Management & Financial Performance (by Adrián Chiogna)-

MARKET-BASED MANAGEMENT What-if Analysis Scale Millions Market Demand $ 4.000 Market Sales Return on Share Reveneues Sales $ 1.000 15,0 % 25 Gross Profit $ 450,0 Revenue / Gross Return on Customer (*) Margin Assets 1.500 45 % 10,0 % Net Mktg Total Contribution Assets Var Cost / $ 280,0 1.500 Customer (*) Markebing Expenses Return on Equity Owners 825 Equity 17 29,9 % $ 500 Total Liabilities Operating Income 1.000 $ 230,0 Operabing Expenses Return on Capital Invested Capital Long Term 15,0 % $ 1.000 Debt Net $ 500 Income $ 149,5 Interest Economic Cap. x Cost Cost of and Taxes Profit of Cap. Capital $ 49,5 $ 100,0 35 10 Earnings # Share MARKETING PROFITABILITY METRICS per Share (*) $ 14,95 10 - Marketing ROS 28 % - Marketing ROI 165 % - NMC per Share (") $ 28 (*) Not Scaled Marketing Profitability Metrics 60% 50% 40% 30% $28 28% 20% 10% 165% 0% 200% 50% 100% 150% 250% 300% 350% 400% Marketing ROI Marketing performance tool for what-if analysis (excel) Designed by Adrián Chiagna / Inspired in: rogerjbest.com Marketing ROS