Page 38 - CHCS

Supporting Student Notes:

• Ultimately the CFO is looking to balance decisions around the contribution of a decision to these aspects. But how do you put a monetary value on
all these things? Advertising for instance. Why does RedBull spend so much money on sport sponsorship and events? What price the brand value
of Coca Cola? How do they protect that brand? Etc

• It’s not clear cut. How does he weigh up all these factors?
• The above must be qualified in conjunction with top CxO Concerns:

CEO
• Confidence is Fading Fast
• Need Cash generating Projects
• Time to Move On
• New Cost Efficiencies
• Seeking Innovation for Corporate Growth
• Long term sustainability