Market-Based Management & Financial Performance (by Adrián Chiogna). Marketing performance tool for what-if analysis. (desarrollo propio en excel, inspirado en: rogerjbest.com)

1. MARKET-BASED MANAGEMENT
(by Adrián Chiogna)
Market-Based Management & Financial Performance
Marketing performance tool for what-if analysis. Desarrollo propio en Excel, inspirado en: rogerjbest.com

2. $
% $ %
$
$ % %
$ $
$
% % $
$
$
% % $
$
$
% $ $ %
$
%
%
$
(*) Not Scaled
Analysis Scale
4.000
MARKET-BASED MANAGEMENT
Market
Demand
25 1.000
Market
Share
Sales
Reveneues
825
Gross
Margin
45
Gross
Profit
450,0
Marketing
Expenses
Customer (*)
Customer (*)
1.500
Var. Cost /
Revenue /
35
Net Mktg
Contribution
280,0
Operating
Income
230,0
17
Operating
Expenses
5
Interest
and Taxes
Economic
Net
Income
149,5
Return on
Sales
15,0
Return on
Assets
10,0
Return on
Equity
29,9
Return on
Capital
15,0
Owners
Equity
500
Invested
Capital
Profit
49,5
Earnings
per Share (*)
14,95 10
# Share
1.000
Cap. x Cost
of Cap.
100,0 10
Total
Liabilities
Assets
Total
1.000
1.500
Long Term
Debt
500
Cost of
Capital
MARKETING PROFITABILITY METRICS
- Marketing ROS
- Marketing ROI
- NMC per Share (*)
165
28
28
Millions

3. $28
0%
10%
20%
30%
40%
50%
60%
0% 50% 100% 150% 200% 250% 300% 350% 400%
Marketing Profitability Metrics
165%
Marketing ROI
28%
MarketingROS

4. MARKET-BASED MANAGEMENT
(by Adrián Chiogna)