HND accounting gu2 报告.docx

HND accounting gu2 报告.docx

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HNDaccountinggu2报告

Brief

1.SMARTobjectivesofproject

Motorolawasfoundedin1928;itisoneoftheworld'swealthhundredbusinesses.Thebusinessscopeofthiscompanycoversthebroadbandcommunications,embeddedsystemsandwirelessnetworks.

InthisreportIwilluseMotorola’sannualreportduring2004to2008whichIfoundinMotorola’swebsiteandtrytoraisetheveilofitsfinancialsituationbyanalyzeMotorola’scashflowpositionandprofitabilityratios.IhopethiswillhelptheshareholdersofMotorolatohaveaclearseeofthiscompany’sadvantages,disadvantagesandtheriskinthefuturethendothebestinvest.

Themainobjectiveoftheprojectshouldbeachievedwithin17weeksin30,December.

2.Statementoftheissuetobeinvestigated

Acompany’scashflowperformancewillshowthedevelopmenttrendofthecompanyandthecompany’sfuture,profitabilityratioswillrevealthecompany’sabilityofmakingprofit,itrelatetoshareholders’returnofinvestment.Bothofcashflowpositionandprofitabilityabilityarethemostbeconcernedbypeople.InthisreportIwillanalyzeMotorola’scashflowandprofitabilityratiostohelptheshareholdersmakeinvestmentdecisionbybeawardedwithitsadvantages,disadvantagesandrisks.

3.Reasonsofthechoiceoftheissue

Thereasonsofmetochoosethisissuewillbeshowasfollow:

•Asweallknowaneconomiccrisisoutreachedin2008anditstillwillcontinueforaperiodoftime.Inthissituationitisharderforshareholderswhohavepoorknowledgeoffinancetohaveaclearviewofthecompanyandinvestcorrectly;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.

Advantage:

•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

Secondarydata

October.

8-20

Library

TheinternetsearchshouldbedoneattheendofSeptember,soatthisstageIwillgotolibrarytofindthedatacannotbegettingfrominternet.Iwillphotocopyitasmaterialofmyreport.

12

20

Primarydata

October.

22-30

TelephoneSurvey

Iwillalsoneedthedatawhichwillfocusthethemeofmyreportthepracticalwayformetogetdatapersonallyistocallthecompany’sfinancialdepartment.

8

108

Total

29

198

Timescaleforstage

Stages

Weeks

Activities

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.

12

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