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汽车销售市场分析论文范文-FOTON authority’s motorcycle marketing research

 福田汽车销售市场分析论文From the chart we can see, from 2006 to 2009 the total asset, total liabilities and total equity are always increasing. In 2009, the three items increase faster than other periods. So we can say, the FOTON Company has a huge increase in 2009. We think with the help of authority’s motorcycle policy, FOTON will have a better grow in the future.

This chart shows the profitability of FOTON Company from 2006 to 2009, we have three indexes, gross sales margin, sales margin and ROE. Gross sales margin has a steady increase from 2007 to 2009, we can say the opening cost does not increase too much when the revenue rises. Sales margin is very steady from 2006 to 2009. It tells us that the net income is always in a certain amount of total revenue. FOTON Company should decrease their cost and expenses, so that their sales margin could look better. The ROE has a decrease in 2008, and this was caused by the financial crisis. In 2009, the ROE had a rapid increase with the recovery of the economy.
ROE is one of the most important indexes, there is a developed theory called Du Pont Analysis. Du Pont Analysis spilt ROE into Asset margin and Equity Multiplier, and we can also spilt Asset margin into Profit margin and Asset Turnover. To profit margin, it tells us how much profit a company makes for every $1 it generates in revenue or sales. Profit margins vary by industry, but all else being equal, the higher a company's profit margin compared to its competitors, the better. Asset turnover measures a firm's efficiency at using its assets in generating sales or revenue - the higher the number the better. It also indicates pricing strategy: companies with low profit margins tend to have high asset turnover, while those with high profit margins have low asset turnover.

Du Pont Analysis
Year 2007 2008 2009
Profit margin 1.39% 1.15% 2.31%
Asset Turnover 3.6 3.06 2.54
Equity Multiplier 4.03 3.27 4.33
ROE 20.23% 11.48% 25.46%

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From this chart, we can see the return on asset of FOTON Company has a decline in 2008, but in 2009, in increase back to almost 8%. ROA tells us what earnings were generated from invested capital (assets). ROA for public companies can vary substantially and will be highly dependent on the industry. This is why when using ROA as a comparative measure, it is best to compare it against a company's previous ROA numbers or the ROA of a similar company.

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