How to do Business and Industry Analysis of a Company

Modified: 03-Jul-20

Business & Industry Analysis (BIA) involves analyzing the current situation of the industry in which any company operates and finding out the strengths of the company, which would help it grow its operations at a faster pace in comparison to its competitors. It involves forming an opinion about whether the industry would grow in future and within this industry, whether our company would be able to gain increasing market share.

BIA is one of the most contentious areas of stock analysis. I have never seen any two persons agreeing upon a common conclusion regarding industry & business prospects of any company or sector. If we take any industry, say infrastructure, one analyst would say that infrastructure industry is going to grow as India has huge shortage of good infrastructure and Hon. Prime Minister’s vision has significant focus on infrastructure development, hence, infrastructure companies would generate good returns for investors. At the same time, another analyst might say that most of existing infrastructure projects are stuck for approvals and all infrastructure companies are reeling under huge debt, hence, by the time investment cycle would revive, all these companies would have turned bankrupt.

There is never a shortage of divergent views in BIA. Therefore, the more an investor discusses about BIA with different people, the more she is going to get confused. Hence, it is advised that every investor should have a fixed framework or checklist for conducting BIA for any stock. She should be guided by her framework/checklist while conducting BIA and should not deviate much. Else, the risk of her getting lost in analysis is very high. Warren Buffett calls such situation as “Analysis Paralysis”. One should avoid falling in the trap of analysis paralysis. I firmly believe that any investor who is willing to spend the required time reading the basic books on investing & conducting stock analysis on her own, would be able to make her BIA framework/checklist within a few weeks of effort.

The usage of BIA in stock analysis depends on the stock investing approach being followed by the investor. BIA is done only in fundamental analysis approach of stock selection. Technical analysis does not involve BIA as the investor/trader following technical analysis is concerned only with the past prices and trading volume data of the stock and is indifferent to whether the stock is of a manufacturing, an agricultural or a financial services company. Fundamental analysis of a stock involves understanding the underlying business of a company, its products, customers, suppliers etc.

Even in the fundamental analysis approach, importance of BIA depends on whether the investor follows Top-Down or Bottom-Up approach:

 

Top-Down Approach:

If the investor follows Top-Down approach for stock selection, BIA would be the starting point of her analysis. She would typically follow the EIC (Economy-Industry-Company) approach as detailed in Part 2 of this series “Top Stocks to Buy”. She would first try to identify those economies (countries) of the world, which are expected to grow at a faster pace than other economies. Once she has found such economies, she studies them in detail and tries to identify the industries, which are expected to witness higher growth than other industries. Upon identifying high growth industries in selected economies, she tries to find out the companies in these high growth industries, which are expected to benefit the most from such expected growth.

 

Bottom-Up Approach:

Bottom-Up approach to the fundamental analysis involves identifying companies, which are expected to grow their business without restricting the stock-picking search to any particular industry or economy (country). All the stocks listed in all the stock exchanges in the world, irrespective of country or industry of operation, are open for selection to the investor. The investor tries to focus solely on companies with superior business strengths without worrying a lot about the industry in which it operates. This approach is very well captured by Peter Lynch when he says:

Moderately fast growers (20 to 25 percent) in non-growth industries are ideal investments.

I follow the bottom-up fundamental investment approach. Therefore, I give more weightage to the business qualities of a company than the industry in which it operates. I try to find a company, which has shown good growth of sales & profits in past years. I consider such a company a good investment candidate irrespective of its industry. I try to focus on the performance of the company in comparison to its industry peers and try to find out if it has any business advantage over its peers. Warren Buffett calls this business advantage “Moat”.

 

How to find out “Distinct Business Advantage (Moat)”

Finding whether a company has Moat or distinct business advantage is the main aim of a fundamental investor. There are varying methods, which different investors use to identify Moat of a company:

 

Primary Market Research:

Many investors visit company stores, manufacturing plants, meet its customers, suppliers, vendors etc. If time permits, an investor should do these activities, as these will give her information that the stock markets are yet to come across. However, many individual investors including me, have limited time left after the daytime job and therefore, cannot go to the market and meet different stakeholders of the company. Therefore, I use secondary sources to identify parameters, which might act as a proxy to existence of Moat.

 

Secondary Sources:

There are many parameters, which can indicate whether a company has any distinct business advantage (Moat) or not. Consistent history of year on year (YoY) sales growth serves as a very good substitute to primary market research for finding out Moat. It has served me well to identify good companies, which have grown their market share consistently over the years.

If a company has minimal or no growth in its sales for past 10 years, then it is certain that it does not have any Moat. Whereas a YoY sales growth of 20% or more indicates that, the company is doing something that is rewarding it with higher sales.

Let us see two companies, which reflect a stark contrast in the compounded annual growth rate (CAGR) of sales over 10 years period of 2005-2014: Shipping Corporation of India (SCI) and Vinati Organics Ltd. (Vinati). The table contains sales figures in INR Crores/10 Million:

Sales Growth Rate Vinati Organics And Shipping Corporation Of India

We can see the significant different in the business growth of SCI and Vinati over 10 year period of 2005-2014.

Given a choice, an investor should always avoid companies which show minimal/no growth over extended periods in past e.g. SCI which has grown at a meager rate of 2%. No wonder that SCI has eroded wealth of investors over last 10 years as its market capitalization has decreased from INR 4,000cr (40 billion) in 2005 to INR 3,000 cr.(30 billion) currently. On the contrary, during the same period, Vinati increased its sales at a growth rate of 34% and created huge wealth for its shareholders. Its market capitalization increased from INR 18 cr. (0.18 billion) in 2005 to INR 2,200 cr. (22.00 billion) currently.

Alternatively, we can compare the value of INR 1,000 invested in SCI & Vinati in 2005 with its current value. In SCI the original investment would have reduced to INR 746 where in Vinati it would have increased to INR 120,000.

SCI Vs Vinati Returns From 2005

However, the criteria of high sales growth should not be taken at face value. Sales growth must be analysed in detail to conclude whether the company has genuine business advantage leading to growth or it is fudging its accounts to show high growth.

 

Analysis of consistent sales growth to find out “Moat”

Whenever an investor finds a company that has been growing its sales at a good rate (e.g. more than 20% YoY) for past 10 years, she should analyse it further to find out whether it is due to due to the distinct business advantage (Moat) of the company:

 

1. Comparison With Industry Peers:

If a company has sales growth of 20% YoY for past 10 years whereas its peers are growing only at 10% or less, it might have a Moat. However, if all the peers are also growing at same pace, then the company might not have any distinct advantage.

Let us compare sales growth of Vinati, which is a specialty chemical company, with other companies of the same industry during 2005-2014. The table below contains sales figures of each company over 10 years period from 2005-2014. Figures are in INR Crore/10 millions.

Sales Growth Rate Vinati Organics Clariant Chemicals And Anil Ltd

We can see that sales of Vinati have grown at a rate of 34%, which is more than the growth of Clariant (14%) and Anil Ltd. (19%). It leads us to conclude that Vinati has some advantage (Moat) over and above its peer that is helping it to grow at a faster pace.

 

2.  Increase In Production Capacity And Sales Volume:

Sales growth can come from two sources: increased price of product per unit and increase volume of sales (number of units sold). If a company were able to increase price of its product consistently without decline in demand of its product, it would seem great at first instance. However, if sales growth over years is driven solely by increase in product prices and not by increase in sales volume, then it is an unsustainable growth because over time, other substitutes of the product will appear in the market and the company would face irrelevance.

Therefore, it is important that the company, apart from increasing prices, should also increase its market reach by selling its product to more and more customers. The data of units of product sold by company over years is available in the annual report of every company.

Vinati Organics Increase In Sales Price And Sales Volume 2005 14

Thus, we can see that Vinati has achieve its growth in sales from INR 49 cr. (0.49 billion) in 2005 to INR 696 cr. (6.96 billion) in 2014 by increasing its sold quantity from 6,167 tonnes to 54,737 tonnes and by increasing price per tonne of its products from INR 79,325 to INR 127,177 during the same period.

This pattern is very healthy as the increase in product prices has been at an annual growth rate (CAGR) of 5%, which is in line with the inflation rate during 2005-14 and, thereby, easily acceptable to consumers. Most of the sales growth by Vinati has been by finding more & more consumers for its products. These consumers had choices of buying products from Vinati’s competitors and buying substitute products. However, they decided in favour of Vinati. This is a strong sign of distinctive business advantage (Moat) enjoyed by Vinati.

 

3. Conversion Of Sales Growth Into Profits:

A company, which has a distinct business advantage (Moat) will generate increased profits with increase in sales. Many companies increase their sales by spending a lot on unnecessary capacity additions; heavy sales, marketing & advertisement push which leads to short term increase in sales. However, high expenses in terms of interest on debt taken to fund unnecessary capacity and marketing expenditures ensure that the growth in sales does not benefit shareholders in terms of increased profits.

Therefore, it is paramount to check whether increased sales have led to equivalent growth in profits. Sales growth without increase in profits means that there is no business advantage.

Let us see how Vinati fairs on this parameter. Figures in the table are in INR crore/10 million.

Vinati Organics PAT And NPM Over 2005 14

We can see that Vinati has not only maintained its profitability over the years but also increased its profit margin from 7% in 2005 to 12% in 2014. This increased profitability has led to Vinati’s profits to grow at higher annual rate (CAGR) of 44% against sales CAGR of 34%. These are signs of a definite business advantage (Moat).

To compare we must see example of a company, which has increased its sales over the years but was not able to maintain its profitability. Tata Steel is a good example of one such company. Figure in the table are in INR crore/10 million.

Tata Steel PAT And NPM Over 2005 14

We can see that Tata Steel grew its sales a very good rate of 28% over 10 years from 2005 to 2014. However, most of this growth came from acquisition of Corus in 2007-08, which was funded by taking huge debt. The company had to pay huge interest on the debt it had taken. Its product is steel, which is a commodity product, where buyer can easily use steel of any other company to replace steel from Tata Steel, thereby offering no distinct business advantage. The result was that the company could not convert its growth in sales into higher profits. Despite about 10 times increase in sales from 2005 to 2014, its profits were stagnant at 2005 levels (No profit growth in 10 years). It even reported losses in 2010 and 2013.

Let us compare how much INR 1,000 invested in Vinati and Tata Steel in 2005, would have been today.

Vinati Vs Tata Steel Returns From 2005

We can see that INR 1,000 invested in Vinati in 2005 would have become INR 120,000 currently, whereas the same money if invested in Tata Steel would have become only INR 2,372 currently.

Therefore, an investor should avoid companies, which are not able to convert its increasing sales into profits. Such companies do not have sustainable business advantage and are not good investment opportunities.

 

4. Conversion Of Profits Into Cash:

We must check whether the growing profits are being received by the company as cash. We learnt in Financial Analysis of a Companythat:

“A company that sells any product today might not receive its payment immediately. However, it is legitimately eligible to receive it. Therefore, accounting standards allow it to report this sale and its profit in the P&L. However, the money received from buyer will be reflected in cash flow from operations (CFO) only when the money is actually received from the buyer. Therefore, if we compare profit after tax (PAT) and CFO for any one year, they would differ from each other. However, over a long time, cumulative PAT and CFO should be similar.

If cumulative PAT is similar to CFO, it means that the company is able to collect its profits in actual cash from its buyers. If CFO is abysmally lower than PAT, it would mean that either the company though legitimately eligible to receive money from buyer, is not able to collect it or the profits are fictitious. In either case, the investor should avoid such a company.”

Let us see whether Vinati is able to convert its profits into cash. Figures in the table are in INR crore/10 million.

Vinati Organics PAT Vs CFO Over 2005 14

Thus, we can see that profits generated by Vinati over the years have been collected in cash. It ensures that profits are not inflated or fictitious. This confirms that the business advantage (Moat) enjoyed by company is for real.

 

5. Creation Of Value For Shareholders From The Profits Retained By The Company:

Any company can do two things with the profits it generates from its operations. Either it can distribute all the profits to its shareholders or it can retain some/all of it with itself to invest for growth of operations. Any company, which has a sustained business advantage (Moat) will generate greater value for its shareholders from the profits it retains with itself after paying dividends. Warren Buffett says that any company must generate at least $1 in market value for every $1 it retains with itself.

Let us check how Vinati and Tata Steel compare on this parameter. Figures in the table are in INR crore/10 million.

Vinati Organics And Tata Steel Wealth Creation Over 2005 14

Thus, we can see that Vinati Organics created the value of INR 7.13 for every INR 1 of profits retained for investment by it, whereas Tata Steel created only INR 0.81 of value for every INR of profits retained by it. In effect, Tata Steel destroyed the value of shareholders’ money that it decided to invest in its own business, which does not have any distinctive business advantage (Moat). On the contrary, we can see that Vinati Organics has generated huge value for its shareholders because of the distinctive business advantage it enjoys.

Thus, we can see that an individual investor, who do not have enough time and resources to conduct primary market research like visiting company stores, manufacturing plants, meet its customers, suppliers, vendors, interacting with industry stakeholders, experts etc., can also identify companies with distinct business advantage (Moat) and create wealth for herself in the long term.

 

Conclusion 

In the current article, we learnt about business & industry analysis (BIA) of a company before investing in its stock. We learned that in bottom-up fundamental analysis, an investor should not worry about the industry in which a company operates. Instead, she should focus on identifying companies with sustainable distinct business advantage (Moat). 

We learned that the individual investor, who does not have enough time & resources to conduct primary research and interact with different shareholders, should analyse sales growth shown by a company in past, in detail to identify whether the company has signs of Moat. 

We learned that for identifying companies with sustainable business advantage (Moat), an investor should focus only on companies, which have shown good growth rates in their sales (>15-20%) in past. She should conduct in depth analysis of factors of sales growth and other tests to find out whether the sales growth is due to Moat or management aggression for expansion or accounting jugglery.

 

Summary

Here is a summary of the parameters, which should be tested on a company showing high sales growth in past, to find out whether it has a Moat:

  1. Comparison with industry peers: The Company must show sales growth higher than peers. If its sales growth is similar to peers, then there is no Moat.
  2. Increase in production capacity and sales volume: The Company must have shown increased market penetration by selling higher volumes of its product/service. Sales growth that comes only by increasing price of the product is not sustainable as over time, substitute products start appearing in the market.
  3. Conversion of sales growth into profits: A Moat would result in increasing profits with increasing sales. Otherwise, sales growth is only a result of unnecessary expansion or aggressive marketing push, which would erode value in long term.
  4. Conversion of profits into cash: Increasing profits due to Moat must be collected as cash. Otherwise, either the profits are fictitious or the company is selling to any John Doe for higher sales without having the ability to collect money from them.
  5. Creation of value for shareholders from the profits retained by the company: The Company with Moat will create significantly higher market value for its shareholders for every INR of profits retained by it. If a company were destroying value of shareholders money, it would never have a Moat, however fast it may show its sales to be growing.

Thus, if an investor can find a company, which has shown high sales growth (>15-20%) over last 10 year and which can pass the test of 5 parameters discussed above, then she can be certain that she has found a company which has a sustainable business advantage. Such companies have the potential to create significant wealth for their shareholders over long periods. She should invest in such companies and stay with them for decades.

Investors around the world use many more parameters to judge presence of Moat. Return on Equity (ROE) and Return on Capital Employed (ROCE) are the prominent parameters being used by many investors for this purpose. However, I am not a great proponent of ROE and ROCE and I believe that if an investor can test the company on above 5 parameters, then she can be reasonably certain that the companies invested by her have strong indications of distinct business advantage (Moat).

This concludes the current article on business & industry analysis of a company. In future articles on the series “Top Stocks to Buy”, I would discuss the management analysis and taking final investment decision about a company.

Let us now address some of the important queries related to business and industry analysis asked by investors.

 

How to find out factors that affect the business of a company?

Trading Diary of a Value Investor

Sir,

Thanks for the knowledge sharing. I have been trying to follow your stock picking methods keenly.

Read: Analysis: Haldyn Glass Limited

In above article you mentioned that you “decided to sell Haldyn after Petroleum and Natural Gas Regulatory Board (PNGRB) decided to cut supply of natural gas to many companies including Haldyn Glass Ltd. Haldyn cut its production capacity by 20% after the Petroleum ministry did not provide any respite”.

As a beginner in this field, I would like to know, how to get such kind of details which directly affects a company’s financial status and also how company is reacting to such decisions.

Regards.

Author’s Response:

Hi,

Thanks for writing to me!

First of all, an investor should do a thorough study of the annual reports of the company before she buys it for the first time.

Understanding The Annual Report Of A Company

Once, she had read all the available annual reports of the company, then she would know the major factors influencing its business.

We believe that credit rating reports are another good source of information, which help an investor find out the major factors influencing the business of the company. Credit rating reports of the companies contain sections like “Rating Strengths” and “Rating Weaknesses”. Studying these strengths and weaknesses act as useful guides to enhance the knowledge of the investor about the business of the company and the factor affecting it.

Credit Rating Reports: A Complete Guide for Stock Investors

Thereafter, she should keep a continuous track of the developments related to stocks in her portfolio. You may learn more about the steps to be followed to monitor stocks in an investor’s portfolio in the following article:

How To Monitor Stocks In Your Portfolio

Tracking the stocks in one’s portfolio is one of the most essential activities, which an investor needs to do. If an investor follows these guidelines, then she would be able to determine what factors affect companies in her portfolio and then she will be able to take appropriate decisions.

Hope it helps.

Regards,

Vijay

 

Investors’ Queries: How to do Business & Industry Analysis of Companies?

Changing views about companies with changing macroeconomic factors

Hi Vijay,

Query on Vinati Organics Limited: with crude oil being sustained below $60 for more than one year, EOR (enhanced oil recovery) due to high cost could slow down. Vinati Organics Limited has more than 40% sales coming from ATBS which has EOR has one of key customer segment.

Do you think it can slow down sales growth in ATBS and thus the company?

Thanks!

Regards,

Author’s Response:

Hi,

Thanks for writing to me!

I do not have any views on such changing business environments. Such changes will keep on coming in future as well. It is the job of management to deal with such scenarios.

An investor should first decide whether the management is competent enough to deal with changing scenarios. Analysis of past performance over a decade or so will help the investor assess the management better.

Read: How to do Management Analysis of a Company

If the investor finds that the management is competent and have steered the company well in the past, then the investor should relax and let the management deal with these challenges.

However, if the investor finds that the management has not shown enough competence in the past, then she should exit the company immediately.

Regards,

 

Is increase in the market cap being less than retained earnings a red flag?

Dear Sir

I am interested in knowing if there is a situation where the company’s retained earnings are increasing & its market capitalization is decreasing & if an investor is interested in earning passive income by way of tax free dividend, does it really matter whether the stock price is really going up or down?

E.g. Analysis: Noida Toll Bridge Company Limited (DND Flyway)

Even if the stock price has gone down can we say it has destroyed value for the shareholders because in reality it has earned & retained some income & added value for the shareholders?

May be for some shareholders who bought the shares when the prices were relatively high it could be the case of value destroyer but for those who are holding the shares even before that & intends to do so how can it be a value destroyer ?

As long as the business is doing as is expected from it & adding value how does it matter how the market is reacting to it?

Thanks.

PS: I am not holding this stock .This discussion is purely from the educational point of view.

Author’s Response:

Hi,

Thanks for writing to me!

The return from any stock is a combination of two factors: dividends and capital gains (share price increase). It means that if a stock gave a dividend of ₹10 during an investors holding period but lost ₹10 in share price, then an investor effectively did not make any return over her holding period. Therefore, dividends and share price increase both are important.

Retained earnings mean the profits which are not distributed to shareholders. If any company retains any profits (i.e. does not give them to shareholders), then it must invest them in a way that the value of the company increases. It is agreed that the investments may not increase the value of share (price of share) immediately or over a few years, but over long periods e.g. 10 years, the earnings retained must get reflected in increase in share price. Otherwise, it is better that the company does not retain any profit and distribute 100% of it to shareholders.

Read: How to do Management Analysis of a Company

A shareholder, as an owner of the company, has appointed the management to create value from the investments being done. If the management/company is not creating value, then it has no reason to be in existence.

Hope it makes the picture clearer. If you have any further query, then I would be happy to answer.

Regards,

Vijay

Related Query:

Dear Dr.

You have told that increase in market cap should be more than the retained earnings for 10-year data. Suppose any stock became undervalued due to any reason, its increase in MCap may go down than the retained earnings. What should we do in this case?

Please guide. 

Author’s Response:

Hi,

Thanks for writing to us!

Ideally, 10 years is a long period and the company should have got sufficient opportunity to create value for shareholders from its retainted earnings. However, if all the other parameters are excellent, and the investor is certain about the fundamental strength of the company, then she may look at it a sign of undervalued opportunity.

Nevertheless, in such cases, an investor should do a deeper due diligence to understand the reasons why the market has not valued the company appropriately. It may not be a condition where an investor is entering a value trap considering it as an undervalued opportunity.

All the best for your investing journey!

Regards

Dr. Vijay Malik

 

Where to get the important data about the company’s business?

Hi Vijay,

I honestly have learnt a lot from your blog and I have started my analysis on the stocks as you have described in this blog.

But I am facing a problem with the available data in the internet. Like in the Business Analysis segment as you have mentioned to check for a parameter “Increase In Production Capacity And Sales Volume” but for this the quantity sold (i.e. Sales Volume) and Price is not available in all the annual reports of a company even the production capacity is also sometimes not there like other data we can have from Balance Sheet or Cash Flow Statement.

Is there any alternative source to find those data?

Many thanks,

Author’s Response:

Thanks for writing to me!

You are right that the information of production capacity and volume is many a times not available in the annual report. You may try to get it from either credit rating press release of the rating agency, which would have rated the company or from any equity research report, if publicly available.

Otherwise you might need to contact the management of the company to get the necessary data.

Read: How to contact companies for clarifications and additional information?

Regards,

 

How to find if a company is low cost producer in the Industry?

Sir,

How can anyone find whether a company is a low cost producer compared to its peers in the same industry by looking in to the annual report?

Author’s Response:

Thanks for writing to me!

You may compare the operating margins or EBITDA margins of different peers. The company with highest operating margin or EBITDA margin is usually the lowest cost producer.

Regards,

Vijay

 

How to find peers of a company

Hello sir,

A great work to be appreciated…

However I’m getting stuck with finding suitable peers in industry, as I’m researching Kanpur Plastipack Limited. So when it comes to its peer comparison. I can’t find because Kanpur Plastipack Limited main product is IFBC and I don’t know how to find other suitable players in IFBC or in that industry reliably…so is there any way out for such case…

Author’s Response:

Hi,

Thanks for writing to me!

You are right that many a times, finding exact peers becomes a challenge. This is routinely a case in SMEs, where a particular company may be operating in a niche area. A web search would help you get details of more suppliers for the exact product who are present on whole sale portals like Indiamart etc. Alternatively, you may try contacting the dealers/distributors or call the company directly.

All the best for your investing journey!

Regards,

Vijay

I would like to have your feedback on this series of articles. It would be very helpful if you can tell the readers about the parameters you use for analysis of companies & their stocks.

P.S.

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