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thereforeIwillhelpthemtoseeclearlyofthesituation.
•Maximumprofitableiseveryprofitabilitycompany’sgoalsoithasthenecessarytoanalyzecompany’sprofitability.
•Cashisthemostliquidassetsofallbusiness,withoutsufficientcashflowabusinesswillbeunabletopaycurrentliabilitiesorunabletofundinvestmentinnewfixedassets,eventuallythebusinesswillgrindtoahalf.Toanalyzethecompany’scashflowwillhelpshareholderstoknowthecompany’sfutureanddotheinvestbest.
•Mymajorisaccounting,Ihavelearnedthisfield’sknowledgeinclassandIshowbiginterestinit.
•RelevantinformationcouldbereferredtotheHNDstudentGuideDE3934,BusinessAccounting:
Advanced.
4.Justificationforthechoiceofbusing
Motorolahasweatheredtoughmacroenvironmentsandreinventeditselfmanytimesbybeingmuchfocusedoninnovationandcustomersoverthepast80years.In2008,amidstthemostchallengingglobaleconomicenvironmentindecades,MotoroladeliveredsolidfinancialresultsintheirEnterpriseMobilitySolutionsandHomeandNetworksmobilitybusiness.
TochoseMotorolacompanyhasthefollowingreasons:
•Motorolahasastrongglobalbrand,talentedpeopleandaprovenrecordofcreatingdisruptivetechnologiesandinnovativeproductsthatadvancethewaytheworldconnects.WecanhavearoughideaofthewholemobilephoneindustrybyanalyzeMotorolaasanexample.
•Intheeconomiccrisiswhichoutreachedin2008,MotoroladisplayedunfavorablepositioncomparewithitsbiggestopponentNokia.ItisworthtoanalyzeMotorola’sfinancialperformancerightnow.
•TherearemanyMotorola’sloyalcustomersateverycorneroftheworldthatwhoareveryconcernaboutit.
5.Sourcesofinformationandreasonstochoseit.
ThetwomainsourcesoftheinformationIwilluseinthisreportare:
secondarydataandprimarydata.
5.1Secondarydata
Dataisthathasalreadybeencollectedbysomeoneelseforadifferentpurposetoyoursissecondarydata.
Theinformationwegetfrominternet,books,newspapers,professionjournalsandothers’reportareallcalledsecondarydata.
Thesecondarydatacanprovide:
•largeamountsofinformation,
•quickly,
•andcheaply
5.2Primarydata
Whenthedatacollectoristheoneusingthedataforanalysis,thesourceisprimary.
Thedatawhichcollectbyobservation,experimentalresearch,telephonesurveys,interview,etc.areprimarydata.
Touseprimarydatawecangetfollowingbenefits:
•filltheinformationgap
•addressesspecificresearchissues
•knowthetruth
6.Conductinvestigationandmethodschose
Iwillusesecondaryandprimaryresearchasatooltohelpmyinvestigation.
6.1Secondaryresearch
InthisreportIwillmainlyusesecondarydatabecauseitishardforthecommoncustomertogetthecompany’sfinancialstatementspersonallybutitiseasyforustogetMotorola’sfinancialinformationfrominternetandlibrary.
Internet
Nowadays,computeralmostpenetratingeveryConneroftheworld,thereforeon-lineresearchisthemostconvenientwaytofindoutidealinformation.IfoundoutMotorolaCorporation’sannualreportfromyear2004toyear2008on.
Advantage:
•easeofaccess
•lowcosttoacquire
•mayallowtheresearchertocoverawidergeographicortemporalrange
Library
Thedatacollectionprocessisinformedbyexpertiseandprofessionalismthatmaynotavailabletosmallerresearchprojects.IwillfindsomedataaboutMotorola’sbackgroundandhistoryafterday’sresearchintheBeijingInternationalStudiesUniversitylibrary,itwillhelpmealotbyknowthecompanybetter.
•savetime,
•savemoney,
•convenienttogain,
6.2Primaryresearch
TherewassomeinformationthatIcannotfoundinsecondarydatasoItriedtoresearchitpersonally.ItismoreheardmethodtogetinformationbymanylimitsIwilldoatelephonesurveytofilltheinformationgap.
Telephonesurvey
IwillfindMotorola’sfinancialdepartment’stelephonenumberintelephonedirectoryandtrymybesttogettheinformationIwillbewanted.
Advantage
•Addressesspecificresearchissues
•Greatercontrol
•Efficientspendingforinformation
•Proprietaryinformation
7.Statementofthecriteria
•Iwillindicatethecompany’scashflowpositionbyanalyzethecompany’scashflowtrend.
•NokiaisastrongcompetitorforMotorolaIwillshowtheshareholdersthecompany’spositionbycomparewithNokia.
8.Timescalesforconductingtheinvestigation
Primary/Secondaryresearch
Sourcesofinformation
Time
Investigationmethod
Activities
Duration
(days)
Money
(¥)
Secondarydata
September9-28
Internet
InthistimeperiodIwillresearchMotorola’sfinancialstatementsonlineandprintitsannualreport.
19
70
October.
8-20
TheinternetsearchshouldbedoneattheendofSeptember,soatthisstageIwillgotolibrarytofindthedatacannotbegettingfrominternet.Iwillphotocopyitasmaterialofmyreport.
12
20
Primarydata
22-30
TelephoneSurvey
Iwillalsoneedthedatawhichwillfocusthethemeofmyreportthepracticalwayformetogetdatapersonallyistocallthecompany’sfinancialdepartment.
8
108
Total
29
198
Timescaleforstage
Stages
Weeks
Planningstage
1
Ourteacherwillgiveusalecturetointroducegreatunit2andinterpretereveryissues,IshoulddecidewhichissueIwillbechose.
2
AfterfixedtheissueIwillstartthedataresearch,bothofsecondaryresearchandprimaryresearchwillbeuse.
4
WhenthematerialsarepreparedalreadyIwillstartmyreport’splanningpartwriting.
5
Inthefifthweekourteacherwillgiveusaface-to-faceinterview;
hewillpointoutthedrawbacksofmyreportandgivemeadvice.
6
Thereport’splanningpartshouldbefinishinthisweekeverystudentwillsubmittheirplanningpart.
Developmentstage
7
ToanalyzetheinformationIhavecollectedintheplanningstage.
9
WriteMotorola’scashflowanalysistohelptheshareholderpositionthecompany.
10
Haveinterviewwithmyteacheraskhimtogrademyreport.
11
StarttheMotorolaprofitabilityratioanalysisletshareholdersdobestinvestment.
Letteachermarkmyprofitabilityratioanalysispart.
13
Finishthedevelopingwritingaftercorrection.
Evaluatingstage
14
Iwillassessmyreportplanningstageanddevelopingstagetoseetheyaredidordidn’tworkeffectively.
16
Alsohaveaninterviewwithmyteacherlethimgiveajudgmentofmywholereport.
17
Carryoutthelasttimecorrection,andfinishthereportinthedead-line.
Executivesummary
ThisreportisthroughanalyzingMotorola’sprofitabilitypositionfrom2006to2008tohelptheshareholdersofthiscompanyhaveaclearviewofitsstrength,weaknessandtheriskofthecompanythenhelpthemdobetterinvestdecisioninrelationtoMotorolainthefuture.
Theresourcesofthisreportaremainlycollectedbytwoways:
SecondaryresearchandPrimaryresearch.TheSecondarydata,Motorola’sannualreportfrom2006to2008aretobeobtainedfromMotorola’swebsiteandCampuslibrary.ThePrimarydataaretobecollectedthroughatelephoneinterviewwithfinancialdepartmentmanagerofMotorolainBeijing.
ToachieveabovepurposesthreeanalysismethodswillbeusetoanalyzeMotorola’sfinancialfiguresrelatedtoprofitability:
analysisontrendsofAbsoluteprofitnumbersinthefinancialstatements;
analysisonconventionalprofitabilityratiosandanalysiscomparisononprofitabilityratioswiththoseofinNokia,itsmajorcompetitor,tofindoutMotorola’srelativedisadvantagesinprofitmaking.
ByreadingtheanalysisshareholderswillrecognizeMotorola’sstrength,weakness,riskanditsrealpositioninthemarket.
1Introduction:
Motorola,Inc.isanAmerican,multinational,Fortune100,telecommunicationscompanybasedinSchaumburg,Illinois.Itisamanufacturerofwirelesstelephonehandsets,andalsodesignsandsellswirelessnetworkinfrastructureequipmentsuchascellulartransmissionbasestationsandsignalamplifiers.Motorola'
shomeandbroadcastnetworkproductsincludese