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Paul V. Azzopardi
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When we invest in a company for dividends or bond interest
we have to feel pretty confident that the company is going to return to us more
cash than we put in.
There are two kinds of expected cash inflows. We can expect a capital gain if we
believe another market participant will in future pay us more than we paid for
the stock or bond. Or, we can expect this
cash inflow to come from the company’s assets, either because it is
making a profit or because we have rights over the company which forces the
company to pay us even if it is making a loss, such as bond covenants.
These two expectations give rise to two broad schools of
thought and investment styles - broadly described as “trading” and “investing”
– each of which has its own knowledge base, disciplines, and approaches. Any one investment approach may of course
have elements of both styles.
With income investing for dividends or interest, we are very
concerned with the long-term success of the underlying company because it is
unlikely for us to even reach break-even if the company is short lived.
TRACK RECORD
One way to approach this problem – will the company I am
investing in today be here in five, ten years’ time? – is to look at its track
record because although the past never repeats it does go through the same
motions.
Many investors, therefore, look at the past, particularly at
the financial statements, to gain a sense of comfort. Figures are persuasive because they appear to
be precise. Many financial figures,
however, depend on various assumptions and cut-off dates and, even if they were
indeed precise, a company could have had a glorious past but faces a dismal
future.
Financial analysis of the past can therefore
take us only so far.
BUSINESS ANALYSIS
Rather than look only at the financials and the past, we
have to look at a company in its totality, as a dynamic entity within a
changing economy.
What makes us believe the company will survive and thrive in
the future?
In order to answer this question we have to go beyond
financial analysis and analyze the business itself, via a business analysis.
THE BUSINESS TRIANGLE
In business, there are three things you have to get right:
the product,
its marketing,
the finances.
Imagine a triangular table with Product, Marketing and
Finance at each corner. The most
important role of management is to keep the table on an even keel.
A company with excellent marketing and finance but with weak
products cannot make headway. Customers are going to use the product and if
it flops they will stay away, or, even worse, bad mouth the company.
A company with great products on the shelves and good
finance but weak marketing will see others eat
its lunch because it is not
adequately communicating the utility of its products.
But products take money to develop and you can barely do any
marketing without money, so good financial management is essential.
The Business Triangle is our first step towards examining a
business beyond the financials.
In summary, does the company you are investing in have
adequate finance, competitive products and effective marketing? And are these three corners of the triangle
balanced?
FERTILE SOIL
Although essential, Product, Marketing and Finance will not
deliver growth if the company is confined to a market in which it is very
difficult either to expand sales or increase profits.
Before investing in a company you must not only make sure
that it is competing effectively but that it is earning good returns for its
efforts.
Two examples will make this clear.
Utilities cannot charge whatever the market
will bear since their prices are set by regulators. The rationale for this is that utilities
provide an essential service but operate on such a big scale, and involve such
a high capital expenditure, that it very difficult for a new firm to compete
with an incumbent. If you are
considering investing in a utility and it happens to have an unfriendly
regulator, you would probably be better off investing elsewhere.
Soft drinks are another example. It is very difficult for one of the main
brands to increase the price of its pop significantly because it will immediately
lose market share. Significantly higher
sales can only be achieved by looking for new markets. If one looks at the history of Coca-Cola
(symbol: KO), it always thrived best when it was penetrating new markets, first
the United States, then Canada, followed by South America, continental Europe, and
recently being re-introduced in developing Asia, a total of around 200 countries.
In assessing a company, therefore, try and assess whether
its Product, Marketing and Financial strengths are likely to be sufficient to
take it into new markets, even new countries, in the future.
THICK SHELL
In order for a company to thrive in a market, it must have
competitive advantages and it must be able to protect these advantages over the
years. The better the company is able
to protect and enhance its advantages, the more it will thrive.
An assessment of a company’s competitive advantages and how
these are protected is therefore an essential step in evaluating the likelihood
of its long-term success.
Although tomes have been written on this subject, we can say
that a company has a competitive advantage if it is profitable. Profit results from revenues exceeding
cost. In general, the stronger a company’s
competitive advantages, the higher its profitability.
What are the main sources of competitive advantage?
We need to ask:
1.
What does the company do to earn a profit?
2.
What are the company’s inputs, processes and
outputs?
3.
What advantages does the company have in
acquiring the inputs, processing, and delivering the outputs?
4.
Can the company retain these advantages? Are they protected by a thick shell?
5.
Can the company enhance these advantages?
What
we call “advantages” always boil down to being what economists call “favourable
terms of trade”. The company is
acquiring, processing or delivering something on better terms than others.
These
favourable terms of trade should enable the company to make super-profits, i.e.
profits over and above those needed for the company to remain in business
considering all the opportunity costs of the resources it uses.
What
are the sources of these favourable terms of trade? Some of the most common sources are listed
in Exhibit 1 but one has to keep in mind that companies often have one or more
advantages fuelling their inputs, processing and outputs. It is the combination of these competitive
advantages and how they are made to work together that determines a company’s
overall competitive strength and how sustainable its profit is likely to be.
Each
company has to be analyzed individually and in the context of its industry. A lot of valuable information can be found in
a company’s “Management’s Discussion & Analysis” document, Management Information Circular, Annual
Reports, and industry publications.
THE
CORE OF DIVIDEND INVESTING
MacDonald’s
Corporation, profiled in Exhibit 2, has a high return on equity and profit
margins derived mainly from fast foods,
an intensely competitive business with few barriers to entry. In spite of this, a study of the company
shows how MacDonald’s has built strong competitive advantages in all aspects of
its business, on the input, processing and output sides. MacDonald’s has been
paying a dividend since 1976 and managed to increase it every year since then.
One
has to analyze a company’s financial figures to assess its current position and
its track record. But in order to make a
good investment, we need some way of getting a sense of what’s likely to happen
in the future. Dividend investors are
lucky because in so far as we can get any predictability on which to prop our
decisions, the business model provides one of the best platforms.
Looking
beyond the financial figures at the competitive advantages of a company therefore
goes to the core of dividend investing.
A future dividend is as good as future profits and future profits will
only materialize if the company retains, grows and puts its competitive advantages
to work.
Exhibit 2
Competitive Advantages Example: McDonald’s Corporation (Symbol: MCD)
MCD operates restaurants, 33,510 of them in 119 countries as at the end of 2011, from which it obtained a return on equity of 38% and a net profit margin of 20%. Reading these figures one realizes that MCD must have built tremendous competitive advantages! And it did.
The inputs are mainly food, labour, equipment, restaurants and advertising. MCD organizes the purchase of food, equipment and advertising from the same sources thus lowering costs. It develops and patents equipment and the setup in each restaurant is such that employees need no special skills, so they are paid correspondingly. MCD acquires and sells restaurants for its own account and engages franchisees who are willing to join the company because its restaurants are successful.
A lot of effort is devoted to creating striking and memorable advertising. This helps build not only the brand’s market share but its “share of mind” as well.
The hamburger looks quite simple but the processing at MCD is extremely sophisticated. Restaurant layout and food processing evolved over the years to reach a high efficiency, products are designed according to the markets in which they are sold, restaurants are supervised without dampening franchisees or managers’ enthusiasm, and managers are developed internally at Hamburger University.
The brand is extremely strong, products are adequately diverse and competitively priced, quality is even, and restaurants are well-placed in cities, town and villages across the world. Main menu items are permanent but the menu changes regularly so there’s new food and beverages to try.
MCD has therefore put together strong competitive advantages on each of its three critical areas: what it buys, how it manages and processes its operations, and what it sells. It has also been very successful in seeking out synergies between different competitive advantages and operations.
In my opinion, MCD is also likely to retain these advantages since food is essential for human survival, the company delivers the product at a low price but at a substantial profit, it is innovative and responsive to shifting consumer desires, and continually improves its operations. It is extremely difficult to compete with the company because of its strong brand, culture and the location of its restaurants.
Throughout its history the company has striven to continually improve its competitive advantages and to apply them to new markets. These efforts continue to this day and we can therefore feel pretty confident that MCD will continue to maintain and improve its competitive advantages and keep growing its earnings in the years to come.
Exhibit 1
Sources of Favourable Terms of Trade
· Environment:
o
Geography
(mills were built near rivers; ships need deep harbours; certain kinds of trees
grow only in British Columbia and Scandinavia; Champagne);
o
Government
and regulation (supply agreements in Ontario limiting the quantity of eggs that
can be produced; the controlled distribution of liquor; utilities need approval
of new rates; governments usually control the sale of water in bulk).
· Barriers to Entry:
o
Patents,
copyrights and trade names built into strong brands (“Coca-Cola”, “McDonald’s”,
“Wiser’s Whisky”, Harry Potter novels, US Patent # 174,465 for the telephone
issued to Alexander Graham Bell in 1876 );
o
High
entry costs such as auction prices paid by telecoms for electromagnetic
spectrum, plant and equipment required by utilities creating “technical
monopolies”, high outlays and costs of
land points for bridges;
o
Professional
associations;
o
Trade
secrets.
· Management:
o
Superior
management (this advantage is likely
to be short-lived);
o
A
culture of good corporate governance (essential for risk control and to put
back a company on the right track after it encounters difficulties; likely to
last longer than superior management)
· Profitability (usually,
the higher a company’s profitability, the better it can protect and defend its
competitive advantages)
· Networks:
o
Information
networks (investment banks’ knowledge of businesses and financial conditions in
their markets )
o
Delivery
networks (cable companies able to deliver data to each house)
o
Sourcing
networks (information sources to procure
scarce resources)
o
Physical
networks (railway companies benefitting from eminent domain powers)
· Nature of the product or service:
o
High
switching costs for suppliers or users (a manufacturer producing specialized
part for one aerospace company; users
trying to switch IT systems)
o
Maintenance
dependence (users of specially designed
software systems)
o
Suppliers
with low bargaining power (suppliers of bulk chemicals)
o
Buyers
with low bargaining power (patients at hospitals)
o
Cultural
products (tartan for Scottish kilts; Lipizzaner horses of Austria)
o
Perishable
and unstable products (fresh fish; certain explosives)
o
High
complexity (banks; hospitals; national politics)
Paul V. Azzopardi BA(Hons)Accy, MBA, FIA is
a VP and Portfolio Manager with Pro-Financial Asset Management Inc. He is the author of three books including
“Behavioural Technical Analysis” and is an Instructor at the School of Continuing
Studies, University of Toronto, for the “Choosing Income Investments” course. pva@pro-financial.ca, Tel: 905 815 6903
(Disclosure: Long KO, MCD)
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