A
Advantaged Brands
When a brand shows above average Economic Profit.
Advantaged Market
When a market shows above average or positive Economic Profit.
B
Base Case
The value of a business with its existing ownership and strategies before it is acquired.
C
Cadbury
Confectionery company.
Capital charge
A monetary amount, calculated by multiplying the money the business has tied up in capital, by the weighted average cost of capital (WACC). Capital charge is deducted from net operating profit after tax to arrive at Economic Profit.
CEO
Chief Executive Officer
Competitive Advantage
The benefit for consumers and/or customers which competitors may find difficult or uneconomic to replicate.
CSD
Carbonated Soft Drink