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By Dr. Marco Meier, Dr. Werner Sinzig, Professor Dr. Dr. h.c. mult. Peter Mertens (auth.)

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For products that fall in category C due to their low contribution margin, it may be worth considering removing them from the product palette. However, the ABC analysis supplies only the first indicators for this. g. they are usually purchased in combination with A products, or capacity would otherwise be poorly utilized. 5 RFM Analysis RFM (Recency Erequency Monetary Value) analysis is a procedure specifically for c1assifying customers so that the company can concentrate its marketing actions on the consumers with whom the chances for success are the greatest.

This step-by-step contribution margin calculation, if used too schematically, does not sufficiently take interactions in the market segment into ac count. For example, eliminating one product in a product line can endanger the whole product line, if customers are used to purchasing all products from one manufacturer. On the other side of the coin, the absence of one product can mean that customers instead fall back on neighboring products in the product line or group. 3 Break-even Analysis Break-even analysis is an important tool when first considering whether an investment should be made or not.

105-112). 5 depicts these relationships. The market-specific risk premium is the difference between the average annual increase in value of the entire market, less the yield from risk-free investments. 08% The residual value is equal to the present value of the operating cash flow after the planning period, which normally is aperiod of five to ten years. Depending on the assumptions on which the calculation is based, it is either a liquidation value or continuation value. When making this determination, it is assumed that it is no longer possible to eam above-average yields due to erosion of competitive advantages.

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