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Service Business Challenge

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Submitted By anirban954
Words 1772
Pages 8
Marketing Planning and Implementation

SERVICE CHALLENGE
An Exploration of Business

Submitted by:
Group 5, Section D
Devesh Aggarwal 15P
Ankita Sharan 15P
Huzefa Lokhandwala 15P
Rahul Kasera 15P
Vishal Garga 15P239
Anirban Mohanty 15P243

Submitted to:
Prof. J.N. Godinho
Prof. Kirti Sharma
Prof. Ritu Srivastava

Success Criteria: To achieve an average Return on Equity of 14% across the 6 years
Why ROE?
As per DuPont analysis ROE is affected by three things:
- Operating efficiency, which is measured by profit margin (Profit/Sales)
- Asset use efficiency, which is measured by total asset turnover (Sales/Assets)
- Financial leverage, which is measured by the equity multiplier (Assets/Equity)
ROE = (Profit / Sales) * (Sales / Assets) * (Assets / Equity)
The above three measures give an adequate idea of how the company functions since it takes into account the basics metrics that indicate the performance of a company.
We aimed to increase the ROE by trying to positively affect each of these factors based on our decisions for a particular year. Since, the primary focus of a business is to maximize the returns on the capital employed; we believe ROE is one of the most important criteria for judging a company’s performance.
The ROE for year-2 was 14%, for year -1 was 13% and year-0 was 20%. We figured that due to increasing competition, individual profits would decline over the years and the ROE would take a hit and as a result, we settled for a conservative estimate of 14%.
Analysis of Results: Decisions | | Year 1 | Price | Level 1 | 60 | | Level 2 | 45 | | Level 3 | 30 | Promotion | Level 1 | 5,000 | | Level 2 | 5,000 | | Level 3 | - | Resource A | | | New Resources | | 1 | Quality Improvement | | 5,000 | Resource B | | | New

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