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Category : revenue

58The demise of this company was probably due not to any single factor or even to poor business decisions, but to a lack of focus on vision. At the very least its vision became blurred. Scrambling with temporary solutions failed to address the company’s fundamental issue. As its market changed, it needed to clarify and expand its vision rather than busy itself with diversions.

As the vision defines the ethereal qualities of the organization, the mission statement defines the task functions. It states how the vision will be accomplished. Generally the mission statement defines the area of the organization’s expertise and targets a specific industry or population. For example, the Minnesota Council for Preventive Medicine, a nonprofit organization of physicians, has the following mission statement:

  • To create a network of physicians interested in preventive medicine
  • To offer expertise in preventive medicine to interested individuals, organizations, learning institutions, and media
  • To influence public policy toward the prevention of physical and mental illness and injury
  • To support and promote specific initiatives that seek to prevent illness and injury

47Focus on major items of expenditure. Costs should be categorised as major or peripheral items. Undue emphasis is often given to the 80% of activities accounting for 20% of costs, rather than focusing on the priorities:

The activities generating the majority of costs. Reduce costs through cost awareness. While focusing on major items of expenditure, it may also be possible to reduce the overall level of cost of peripheral items. Costs can be reduced over the medium to long term by influencing people’s attitudes towards cost and wastage. In particular, examine managers’ attitudes to cost control and reduction and the effects of expenses on cash flow and profitability.

Maintain a balance between costs and quality. Commercial management and cost control mean getting the best value possible. This requires a balance between price paid and quality received.

Knowing when a project or new business will break even is important in any decision to invest money, time and resources in it. Break-even point is when sales cover costs, where neither a profit nor a loss results. It is calculated by dividing the costs of the project by the gross profit at specific dates, making an allowance for overhead costs. Break-even analysis is used to decide whether to continue development of a product, alter the price, or provide or adjust a discount, or whether to change suppliers in order to reduce costs. It also helps with managing the sales mix, cost structure and production capacity, as well as forecasting and budgeting.

For break-even analysis to be reliable, the sales price per unit should be constant, as should the sales mix, and stock levels should not vary significantly.

The ease and difficulty of both market entry and market exit are crucial factors in high-level strategic decision-making. Entry barriers include the need to compete with businesses that are enjoying economies of scale or that have established, differentiated products. Other barriers include capital requirements, access to distribution channels, factors such as technology or location, and regulations imposed by governments or
industry associations. When markets are difficult or costly to enter and easy and affordable to leave, firms can achieve high, stable returns while still being able to leave to pursue other opportunities. Consider where the barriers to entry lie for your market sector, how vulnerable you are to new entrants and whether it is possible to strengthen and entrench your market position.