2.  Return on Total Assets ( or RO Capital Investment) [YF]:  answers the question of how much the company earns on the capital it uses.  When both ROE and ROA are high (10% or more), the company is considered to have good potential for growth and earnings.

                                ROA = net income
                                            total assets

3. Retention Rate [C-AR]:  percent of a company's net earnings reinvested into the business instead of being paid out in dividends to investors.  A company that grows entirely by reinvesting its earnings in the business is said to be self-financing (using 100% of internally generated cash for capital expenditures).  Generally, the most successful companies are self-financing. 

                    retention rate =  net earnings - dividends
                                                  net earnings

4.  Reinvestment Rate [C]:  helps to determine internal growth rate potential.  There are only two ways in which a company can acquire money for growth:  by plowing its own net earnings back into its business or by obtaining new debt or equity capital from outside the company.  The higher the reinvestment rate the better. 

                    reinvestment rate = ROE  x  retention rate

5.  Profit Margins [YF / VL]:  indicates the percentage of a companies sales that becomes profits at various levels of the companies income statement.  operating profit margin reflects the relationship of before-tax profits to income from sales (tells an investor how profitable the company's products are to manufacture and sell).  An operating profit margin of less than 8% is usually regarded as unsatisfactory for a manufacturing company.  Net profit margin measures a company's profitability after all costs and expenses, including taxes, have been paid.  A high net profit margin means a company is managing to turn a good percentage of its sales into net income.  5 - 6% is typical for U.S. companies, although rates vary from one industry to another.

              operating profit margin =  operating profits
                                                            sales

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