How to analyse data other than financial statements

In 2013 Samsung was on a role. Profits of $30billion seemed to confirm this, but actually there were problems for the business. In china (the worlds biggest market) newcomer xiaomi was growing dramatically. Then the sucess of the Iphone 6 ment that Samsung was floundering, in january 2015 they announced an expected 30% fall in profit, to understand what 2014 would be like for Samsung it was more important to understand the market rather than having the figures for profit.

So what are the non-financial pieces of data that a company should look at itself, the answer ls different for most comapanies. 

Marketing measrements of performance

Ultimatly there are only two types of customer, new and old. The old ones may exist out of loyalty to a brand or product. They may simply remain from inertia. They may go to the sweatshop becuase it is on the way home from school rather than a love fro the product or prices. Therefore another sweatshop opening nearby may scoop up business. 

New customers are good for a business but are also expensive. A business such as ASOS will know that its profits come from existing customers, whereas gaining enw customers may come at the cost of lots of advertising

So we have identified some marketing measurements 

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