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Copyright2007PrenticeHallCh8-1Chapter8

ImplementingStrategies:Marketing,Finance/Accounting,R&D,&MISIssuesStrategicManagement:

Concepts&Cases11thEditionFredDavid

Copyright2007PrenticeHallCh8-2MarketsegmentationProductpositioningMarketingIssuesCentrallyimportanttoImplementationCopyright2007PrenticeHallCh8-3MarketingMix–ComponentFactorsServicelevelWarrantyTransportationcarriersProductlineInventorylevels/locationsPackagingPublicitySalesterritoriesBrandnamePaymenttermsSalespromotionOutletlocationStyleDiscounts&allowancesPersonalsellingDistributioncoverageFeaturesLevelAdvertisingDistributionchannelsQualityPricePromotionPlaceProductCopyright2007PrenticeHallCh8-4MarketingIssuesMarketSegment

BasisPsychographicBehavioralGeographicDemographicCopyright2007PrenticeHallCh8-5MarketingIssuesProduct

PositioningCustomerWantsCustomerNeedsCopyright2007PrenticeHallCh8-6ProductPositioningStepsProductPositioningSteps2.DiagramMap1.SelectKeyCriteriaPlotcompetitors’products4.Lookforniches5.DevelopMarketing

PlanCopyright2007PrenticeHallCh8-7ProductPositioningMapLowConvenienceHighCustomerLoyaltyLowCustomerLoyaltyHighConvenienceFirm1??Firm2?Firm3RentalCarMarketLowCustomerLoyaltyHighConvenienceFirm1??Firm2?Firm3RentalCarMarketCopyright2007PrenticeHallCh8-8AcquiringneededcapitalDevelopingprojectedfinancialstatementsPreparingfinancialbudgetsEvaluatingworthofabusinessFinance/AccountingIssuesEssentialforimplementationCopyright2007PrenticeHallCh8-9Copyright2007PrenticeHallCh8-10Copyright2007PrenticeHallCh8-11AllowanorganizationtoexaminetheexpectedresultsofvariousactionsandapproachesFinance/AccountingIssuesProjectedFinancialStatementsCopyright2007PrenticeHallCh8-12Prepareincomestatementbeforebalancesheet(forecastsales)UsepercentageofsalesmethodtoprojectCoGS&expensesCalculateprojectednetincomeFinance/AccountingIssuesStepsinPreparingProjectedFinancialStatementsCopyright2007PrenticeHallCh8-13SubtractdividendstobepaidfromNetIncomeandaddremainingtoRetainedEarningsProjectbalancesheettimesbeginningwithretainedearningsListcomments(remarks)onprojectedstatementsFinance/AccountingIssuesStepsinPreparingProjectedFinancialStatements(cont’d)Copyright2007PrenticeHallCh8-14ProjectedIncomeStatementforLittenCompany(inmillions)

PriorYear2005ProjectedYear2006RemarksProjectedIncomeStatement

Sales100150.0050%increaseCostofGoodsSold70105.0070%ofsalesGrossMargin3045.00

SellingExpense1015.0010%ofsalesAdministrativeExpense57.505%ofsalesEBIT1522.50

Interest33.00

EBT1219.50

Taxes69.7550%rateNetIncome69.75

Dividends25.00

RetainedEarnings44.75

Copyright2007PrenticeHallCh8-15--DetailshowfundswillbeobtainedandspentforaspecifiedperiodoftimeFinance/AccountingIssuesFinancialBudgetCopyright2007PrenticeHallCh8-16CashbudgetsOperatingbudgetsSalesbudgetsProfitbudgetsFactoryBudgetsExpenseBudgetsFinance/AccountingIssuesTypesofBudgetsCopyright2007PrenticeHallCh8-17DivisionalbudgetsVariablebudgetsFlexiblebudgetsFixedbudgetsFinance/AccountingIssuesTypesofBudgetsCopyright2007PrenticeHallCh8-18WhatafirmownsWhatafirmearnsWhatafirmwillbringinthemarketFinance/AccountingIssuesEvaluatingWorthofaBusiness:ThreeBasicApproachesCopyright2007PrenticeHallCh8-19WorthofaBusinessAnalysisSouthwestAirlines Stockholders’Equity: $5,524 NetIncome: 313 StockPrice: 15.70 EPS: .45 SharesOutstanding 784CompanyWorthAnalysis StockholdersEquity $5,524 NetIncomex5 1,565 SharePrice/EPSxNI 10,920 #SharesxSharePrice 12,309 Copyright2007PrenticeHallCh8-201stfirmtomarketnewtechnologicalproductsInnovativeimitatorofsuccessfulproductsLow-costproducerofsimilarbutlessexpensiveproductsResearch&DevelopmentIssuesThreeMajorR&Dapproachestoimple

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