学习必需的技术技能，从而掌握分析财务报表和披露财务信息用于财务分析的能力，并了解会计标准和高管层激励对财务报告流程的影响。学完本课程后，您将学会阅读三种最常见的财务报表：利润表、资产负债表和现金收支一览表。然后，您可以运用所学技能处理现实商务挑战，这也是沃顿商学院商务基础专项课程的组成部分。

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财务会计概论（中文版）

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学习必需的技术技能，从而掌握分析财务报表和披露财务信息用于财务分析的能力，并了解会计标准和高管层激励对财务报告流程的影响。学完本课程后，您将学会阅读三种最常见的财务报表：利润表、资产负债表和现金收支一览表。然后，您可以运用所学技能处理现实商务挑战，这也是沃顿商学院商务基础专项课程的组成部分。

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第 4 周: 比率分析

我们本周要进行期末考试。 因为考试原因，我将在本周介绍比率分析，其中不会涉及任何“新”材料。 课上将定义和讨论一系列的财务比率指标，基本上就是一个财务指标除以另一个得到的。 但是要深入理解资产负债表和利润表就需要分析这些财务比率。 同时，我们将通过一些财务比率分析视频复习之前学习的材料，帮助各位准备考试。 不过考试中没有关于财务比率分析的题目。 等考试完，您就可以用您丰富的财务会计知识去向您的家人、朋友和同事炫耀啦！

- Brian J BusheeThe Geoffrey T. Boisi Professor

Accounting

Hello, I'm Professor Brian Bruchet.

Welcome back.

In this video we're going to start our look at ratio analysis.

And it's a good point in the course to talk about ratio analysis,

because it will help us review some of the material that we've covered so far.

After all there's not a lot too computing ratios,is

just dividing one number by another.

The real challenge is to try and understand what the ratios are telling us.

And to do so,

we need to reverse engineer the financial statements,we need to think about.

What underlying transactions must have happened to make the financial statements

and the ratios change in the way that they changed.

In other words,

the ratios help us identify parts of the business that are changing

where we need to go in and understand better what's going on with the company.

In this video, we'll talk about some tips for using and misusing ratios.

And we'll also talk about something called the DuPont analysis,

which is a common ratio analysis technique for understanding changes in one of

the most common ratios people look at, return on equity.

Let's get started.

Let's start by talking about how to use ratios.

So, ratios are going to be useful in assessing profitability,

liquidity, and risk.

They're going to highlight sources of competitive advantage for the company, so

where the company is doing really well.

And then, red flag any potential trouble spots, so where the company is struggling.

But, to do this we have to compare the ratios to a benchmark.

There's no absolute benchmark.

There's nothing like return and equity greater than 16% is great,

below 16% is bad.

Instead, you have to compare the company to the same company across time.

We call this a time-series analysis and it helps us highlight transfer the firm.

And we also have to compare the firm to other firms in the industry

doing what we call a cross-sectional analysis.

This is important because sometimes firms trends could really be

driven by trends in the economy or the industry.

So, to figure out whether it's the company that is doing something well or

its just an industry wide phenomenon,

we have to look at the firm compared to its industry or its competitors.

Ratios are contextual.

There's no such thing as a ratio being good news or bad news on its own.

The key is to try to figure out what activity drove the ratio to change, and

then decide whether that activity is good news or bad news for the company.

And we'll talk about a number of examples of this as we go through the videos.

And finally, the key is that ratio analysis does not provide answers.

But instead, it's going to help you ask much better questions.

>> My sister once told me that ratios provide all of the answers.

She is a long-short hedge fund guru in Hong Kong.

What are your qualifications?

>> Well I'm not a long-short hedge fund guru, and

I guess there's the saying that those that can't do teach.

But, I have looked at a lot of financial statements in my time, and I'm pretty

confident in my claim that ratios provide an excellent diagnostic tool.

To help you figure out what areas of the finance statements you need to look into

further, but they're rarely going to provide you all the answers.

Now, let's talk about how to misuse ratios.

Not that I recommend that, I just recommend avoiding this problem.

So, one of the ways that people often misuse ratios,

is they don't realize that standard ratios actually can have multiple definitions.

There's no standardization or gap for

ratio definitions, different sources will use different definitions.

You want to always make sure you're using the same definition of across time, and

across companies, to make valid comparisons.

Also choosing the appropriate benchmark for comparison is important.

Any major changes in the firm can distort a time-series analysis.

Differences in business strategy, capital structure,

or business segments, can make it hard to do a cross-sectional analysis.

And then, any differences in accounting methods.

Either across time or

across companies, can make the comparisons difficult, as well.

>> That preceeding passage was a fair bit too abstract for me.

Can you elucidate this farther with some relevant concrete examples?

>> Yes, yes I can.

So, for major changes in a firm, imagine a software company goes out and

acquires a hardware company.

So that they can integrate their software into the hardware.

The promise that this would make it a fundamentally different company,

it would change the amount of manufacturing capacity.

And the amount of inventory and the ratios wouldn't make sense anymore.

All they would tell you is that the company's a different firm if you look

over time.

I'll talk about differences in business strategy, an example later in the video.

As far as differences in accounting method,

one of the ones we talked about earlier in the course, was some companies have

brand names on their balance sheet, if they acquire them externally.

In acquisitions where as other companies don’t have them,

that’s a difference that would almost affect all the ratios that we look at, and

you have to probably pull the brand name asset out of the one company,

in order to make meaningful cross-section comparison between the two.

The final thing to keep in mind is that ratios can be

manipulated by managerial action.

So, the company's managers think that investors, and analysts,

are all focused on the same one ratio, like, let's say,

an interest coverage ratio, then those managers have incentives to manipulate

their accounting numbers to make that ratio look good.

So, always keep in mind that manipulation is a possibility.

And more importantly, don't just focus on one ratio, but

look at the whole body of ratios.

Because it's hard in fact impossible

to manipulate every single ratio to make it look good.

Let's talk now about specific ratios starting with return and equity.

So, is a net income of $10 million good or bad?

>> I could live with 10 millie.

Sounds like a great Net Income to me.

>> Yeah, if you're running a lemonade stand where your only assets were a table,

a pitcher, some glasses, a bunch of lemonade, and

maybe a cool letterman's jackets..

Then 10 million in net income would be pretty sweet.

But, if you were running a company with billions and billions and

billions dollars of assets, $10 million would be pretty meager for net income.

So, to assess whether $10 million of net income is good or bad,

we need to know how much investment was required to get that level of net income.

So, to assess whether a level of net income is good or

bad, it depends on the level of investment required to get that net income.

And that's what return on equity is going to tell us.

Return on equity is defined as net income divided by average shareholders' equity.

The numerator represents how much return the company generated for

its shareholders during the year based on accrual accounting.

So, that's the net income number that we've generated through the course.

The denominator represents the shareholders' investment in the company.

One of the problems we run into is that net income happens over a period of time,

whereas stockholder equity is at a point in time.

So, we have to take an average of the beginning and

ending balance of shareholder equity to approximate its level during the period we

were generating the net income.

This ROE measure measures a return on investment.

And it's something that should increase with the risk of the company.

For example, I could take a dollar and put it in a savings account with a bank and

I get roughly one cent of interest, so my return on investment would be one cent.

If I'm going to take that same dollar and invest it in a company,

I'm taking much more risk, and so I should get much higher return.

I should get an ROE much higher than 1%.

So, ROE is a great starting point because you can compare across

all of your investments.

And hopefully, the ROE is high enough to compensate you for

the risk that you're taking investing in the company.

Now, we're going to divide ROE into two drivers.

To figure out whether a company is getting high or

low ROE due to operating performance or due to leverage.

So the first driver of ROE is operating performance, which answers the question of

how effectively do managers use the company's resources, in other words,

their assets to generate profits?

The ratio that we look at here is return on assets or ROA.

ROA is defined as net income divided by average assets.

So what it tells you is for each dollar of assets the manager has to play with,

how much net income do they generate?

The second driver is financial leverage.

This answers the question how much do the managers use debt

to increase available assets for a given level of shareholder investment?

Financial leverage is to find average total assets,

divided by average stockholders' equity.

So for each dollar of stockholders' equity,

how much assets does the company have?

Now the only way that this could be greater than one is if the company

also borrows money, it takes on liabilities.

So this is a measure of leverage in terms of it measures how much debt the company's

taking on to buy more assets than it has in terms of dollars of equity.

One note is that this leverage ratio is very different from the other leverage

ratios that we're going to be talking about this week.

It's going to work for what we're doing with ROE, but we're going to use other

ratios when we want to measure other kinds of risk due to leverage.

>> Pardon me. My sister just texted me back that

you need to de-lever net income in ROA.

Moreover, she said debt-to-equity is a better leverage ratio than your

Financial Leverage.

>> You know, I agree with your sister on this one.

We do need to de-lever net income for ROA.

But we'll get to that later.

For now I want to keep it simple so that you can see the two drivers of ROE.

And yes, there are better measures of leverage for assessing things like

bankruptcy risk and long-term liquidity, and we'll also get to those later.

But the financial leverage measure that we're looking at here is the right measure

if we want to see how much of ROE or return on equity is driven by the company

going out and borrowing money, company going out and levering up.

Let me show you a picture to tie this together.

So we start with return on equity, and that can be split up in two components.

Operating performance, which is return on assets and

the financial leverage component.

And so you see in the equation,

we have ROE equals net income over assets times assets over equity.

The assets cancelled, we get ROE equals net income over equity.

Let me do a quick example.

So company raises $100 from shareholders, borrows $100 from a bank to buy

$200 of assets, those assets are then used to generate $10 of net income.

So ROE in this case would be 10%,

$10 of net income divided by $100 from shareholders.

ROA would be 5%, $10 of net income divided by 200 of assets.

And the leverage would be 2,

$200 of assets divided by a $100 of share holders equity.

Multiplying it together 5% ROA times a leverage of 2 gives you an ROE of 10%.

In this highlight how these two components drive ROE.

So let's say instead of buying $200 of assets with $100 of shareholders equity,

we bought $400 of assets.

We borrowed 300 from the bank,

combine that with our 100 from shareholders to buy 400 of assets.

Now our leverage is 4.

If we can maintain the same ROA of 5%, our ROE would go up to 20%.

Or let’s say we keep leverage at 2 but we find a way to

operate the business more efficiently to get the performance or the ROA up to 10%.

Then we would have 10% ROA times a leverage of 2 would give us ROE of 20%.

So either operating performance or leverage can get you to a high ROE.

>> I am completely and utterly flamboozled by your example.

Did you not inform us mere seconds ago that one utilize average balances?

>> Really sorry to flamboozled you, but I was trying to keep it simple.

I was trying to do an example, which clearly shows how these two factors,

ROA and financial leverage combine to drive ROE.

And yes, if I was doing these ratios in practice, I would take the average of

the beginning and the ending balance for both assets and for equity.

Next, we're going to look more carefully at the return on assets component,

which also can be separated into two drivers.

The first driver is profitability.

How much profit does the company earn on each dollar of sales?

The ratio we're going to use here is Return on Sales, or ROS,

which is defined as net income divided by sales.

So what it's telling you is for

each dollar of sales, how much net income do you generate?

The other driver of return on assets is efficiency.

This answers to the question,

how much sales does the company generate based on its available resources?

The ratio here is called asset turnover,

which is defined as sales divided by average total assets.

So for each dollar of assets, how much in sales does the company generate?

I'm going to go through an example of how to do this in a little bit, but first I

have to deal with that complication that came up in the question earlier.

So ideally, return assets with measure operating performance

independent of the company's financing decisions we want to measure ROA

that's not at all affected by financial leverage.

The problem is the numerator of ROA, net income, includes interest expense.

If you have more leverage,

it means you have more debt, more debt means higher interest expense.

Higher interest expense means lower net income.

And so now your leverage is affecting your net income.

So to remove the effects of ROA, we have to de-lever net income.

So we've define ROA way as de-levered net income divided by average assets.

Or de-levered net income is net income plus 1 minus t times the interest expense,

where t is the tax rate.

So what we're doing is taking after tax interest expense and

adding it back to net income.

Then when we use this de-levered net income as the numerator and ROA,

we get a measure of operating performance that's not contaminated by

the company's financing decisions.

>> Ideally, you could explain this one minus t stuff.

And it would not hurt to explain what de-lever means.

And why we add interest expense to de-lever.

>> Yeah, I know the formulas are a little bit abstract so

let's go through an example and see how this works.

Here's a quick example to show why we need to de-lever net income

to remove the effects of financing decisions.

Let's say we have two companies, one that has no debt and one that has some debt.

Both companies have the same pretax, pre-interest income.

So their performance seems identical in an operating sense.

Then the no debt company obviously has no interest expense so

their pretax income is 300.

We take off taxes at 35% and their net income is 195.

For the company that has some debt, they have interest expense.

If they had 50 of interest expense, their pretax income would only be 250.

We take off taxes and their net income is only 162.5.

So if we use net income for our numerator for ROA, then ROA is going to be affected

by the fact that the some debt firm has some borrowing.

Now if you look in the last row, we're going to calculate de-levered net income.

We don't have to do anything for

the no debt firm because it has no interest expense.

For the some debt firm, we take net income plus interest

expense times 1 minus the tax rate, and we end up with de-levered net income of 195,

which is identical to the de-levered net income for the no debt firm.

So using de-levered net income in ROA

gives us a measure of ROA that only measures operating performance.

Now when we use ROE, we do want the interest expense in there,

because ROE does want to reflect the effect of financing.

So we take the financing out of ROA, but we leave the financing in for ROE.

Now I'm going to try to tie all of this together with something called

the DuPont Ratio Analysis Framework.

>> Hey, is this the same DuPont that makes the model airplane glue?

>> Hey, it is pronounced du Pont.

It is named after Eleuthere Irenee du Pont.

>> Thanks for the correct pronunciation there, Renee.

But, yes, this formula was developed by people that worked that worked for

the DuPont Chemical Company back in the 19th century.

In 1914, DuPont bought a big stake in a startup company called General Motors,

which eventually became the largest car company in the world.

And when the DuPont management team started working with General Motors,

they would use this formula a lot, so much so that the GM people would say hey,

give me the DuPont formula analysis.

And that's where the formula got the name, and we've continued to use it since then.

So anyway, we've seen that return on equity has two drivers,

return on assets and financial leverage.

And return on assets has two drivers, return on sales, and asset turnover.

So, the DuPont formula is that ROE = Net Income/Sales,

which is profitability, x Sales/Assets,

which is efficiency, x Assets/Equity, which is leverage.

And what this allows us to do is identify whether a company's advantage or

disadvantage in their ROE is driven by their profitability,

by their efficiency, or by their leverage.

>> May you elucidate this further with a relevant concrete example of how one might

utilize this du Pont formula?

>> Yes, now I'm going to do an extended example of how to use the DuPont formula,

which will also allow me to show you the importance of

choosing firms that are using the same business strategy

when you want to do a ratio analysis comparison.

So I'm going to talk about the retail industry.

There's a couple big segments within the retail industry.

One segment would be discount retailers, so those are the stores that have mart

in their name and try to compete on low prices.

And another segment are the high-end retailers,

the ones that are located in the really expensive shopping districts.

Let's start by talking about the discount end of the market, the mart stores.

So their strategy is very low profitability.

They have a small markup over cost,

and their strategy is to get you into the store with their low prices.

So how do they get high ROE?

By very high asset turnover.

In other words, they generate a huge amount of sales for

their investment in assets.

How do they do that?

Well, their assets are things like fairly simple stores that are not constructed

from fancy materials.

They're located in rural districts where the land is pretty inexpensive.

And then when you go into the store, you don't see a lot of fancy schmancy

displays, the merchandise is just sort of crammed in there.

And they're really set up to try and maximize the volume of sales for

their level of investment and assets.

So if you were looking at a discount-type store, you'd want to compare it to another

company doing a discount strategy to see if the company is able to get a little bit

of extra profitability, even though it's low in absolute terms, or

if they're able to get much higher asset turnover.

Either one of those would give them an ROE advantage over their competitor.

On the opposite end of the spectrum, you have the high end retailers.

Now, what I've heard that these stores are like and I don't think I've actually

ever been in one because I order all my clothes over the Internet.

But what I've heard is that they're really nice stores.

They're constructed of expensive materials, marbles, woods.

They're located in very expensive real estate areas.

The merchandise is not crammed in there, very nice, elegant displays.

Their asset turnover, the amount of sales they generate for

their investment in assets is fairly low.

But when they make a sale, it's hugely profitable,

they have very high markup over costs.

So if you were looking at a high-end retailer,

you'd want to compare it to another high-end retailer,

to see if they're able to squeeze out even higher markups.

Or if they're able to squeeze out a little bit more asset turnover,

even though it's lower in absolute terms.

So the DuPont formula allows you to look at these different drivers of ROE.

And as long as you're comparing companies that are doing the same strategy,

find out where a company's advantages and

disadvantages lie in trying to execute their business model.

Now that we have the basic framework down,

what we're going to do in the next couple of videos is look at a case study of

a company that had some real troubles in their business.

But then they changed their strategy, had a nice turnaround and

now they're performing very well.

So we'll use the DuPont analysis to figure out exactly what parts of their strategy

really helped to kick start their turnaround.

I'll see you next time.

>> See you next video.

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