Checking Financial Balance of Target Brand Portfolio with the Strategic Market Plan Cash Flow Package
AbstractThe Online Strategic Market Plan (SMP) Cash Flow Package is used to assess the viability of a SMP. Based on a strategic analysis of the brand portfolio, participants develop a target brand portfolio with associated strategies for their nine strategic business units (SBUs). They enter the estimated annual sources and uses of cash associated with these strategies. The annual sources and uses of cash for the prior three years of operation are computed from quarterly sources and uses of cash accounts extracted from the simulation results and serve as benchmarks. Based on their preview of the projected cash surplus or deficit, the SMP can be adjusted to optimize the performance of the overall brand portfolio while maintaining cash in balance.
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