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MARFIN The Marketing Manager

III. The MARFIN System

  1. Introduction to Marketing
  2. The MARFIN Model
  3. Strategic Checkpoints
  4. SmartDatabase and SmartCharts
  5. Analytics and the 4Ps

IV. Marketing Analysis and
     Strategy Development

  1. Market
  2. Market Share
  3. Product
  4. Price
  5. Distribution
  6. Communication
  7. Promotion

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V. Financial

1.0 Elements of Financial Analysis

1.1 Financial statements:
• Balance sheet
• Profit and loss statement

1.2 Key Financial indicators:
• Revenue indicators
• Expense indicators
• Inventory indices

1.3 Important Financial Ratios:
• Return on investment (ROI)
• Inventory ratios

1.4 Financial Concepts:
• Breakeven point
• Cashflow analysis

2.0. Financial Analysis from a Marketing Point of view

2.1 Cost structure analysis:
• Corporate cost structure
• Competitive cost structure

2.2 Profitability analysis:
• Breakeven analysis
• Profit and loss analysis 
• Market profitability analysis 
• Cashflow analysis

3.0 Financial Strategy Development

3.1 Strategy development process
3.2 Strategy options

3.3 Financial Strategy:
• Financial objectives
• Revision of sales objectives
• Financial monitor
• Financial checkpoints

4.0 Assumptions and Conclusions