PROCESS OF PERFORMING FINANCIAL ANALYSIS OF A PUBLIC COMPANY
GENERAL COMPONENT—No more than one paragraph describing the history of the
company.
ACCOUNTING COMPONENT
1. Obtain the most recent ten years of annual total sales (total revenue) data from the firm’s financial history. In addition use just the last three years for the firm’s financial statements
a. Income Statement
b. Balance Sheet
c. Statement of Cash Flow
2. Derive common size statements for the income statement and the balance sheet not the cash flow
a. Looking at trends in the data
b. Looking at variations in the same data as well as variations in the trends
ECONOMIC COMPONENT
3. How does the above relate to the market that the business is in, i.e. need to perform competitive and economic analysis:
a. Macro economic analysis—-is the company’s sales cyclical or counter cyclical for example?
b. Industry analysis—market share, is the company’s sales growing, declining, or staying the same? How is the company performing relative to its competition?
SWOT
4. The majority of the STRENGTHS and WEAKNESSES should focus primarily but not exclusively on the internal characteristics as it relates to function and resources of the company, namely ACCOUNTING/FINANCE, HUMAN RESOURCES, MARKETING, MIS, PRODUCT DEVELOPMENT, and etc. to name a few of the functions.
5. The majority of the OPPORTUNITIES and THREATS should focus primarily but not exclusively are forces external to the company, namely other company’s PRODUCTS and SERVICES provided to the market and the opportunities to maintain and or expand the business. Other external forces that need to be considered are EXPECTED CHANGES in the GENERAL ECONOMIC ENVIRONMENT, such as periods of expected inflation, recession, accelerated growth periods, and etc.
FINANCE COMPONENT
1, 2, 3, 4, and 5 should provide you the assumptions for deriving pro formas for each of the three financial statements (balance sheet, income statement, and statement of cash flow), and allow you to do your critical financial analysis with regard to the firm. The pro-forma should be forecasted out three years. Make sure you explicitly show your assumptions with good critical analysis. Finally, in your analysis you need to justify your conclusions, for example is the company in a strong financial position or not, why or why not?
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