Business Analysis And Ratio Project

Purpose

Diacuss about the Business Analysis and Ratio Project.

Purpose

In this given assignment, analysis of the financial standing of a organization will be done and comparison will be made on the basis and comparison will be done taking two other organization as a benchmark. Financial ratios analysis as well as strategic analysis like balance scorecard and porters’ theory and limitation of financial models and conventional analysis will be discussed.

Case context of analysis

Three Malaysian based bank had be taken for the financial comparison taking one as focus company and other two companies are taken as a bench mark. In addition, strategic analysis is made based on balance scorecard and modified porter’s forces (Jansen, Ramnath and Yohn 2012). After that, limitation of various financial models and conventional analysis is also discussed.

Company background

In this assignment, three banks have been selected for financial analysis, which are Hong Leong Bank Berhad (Focus bank), Public Bank Berhad (Benchmark Company 1) and Malayan Banking Berhad (Benchmark Company 2).

Hong Leong Bank is Malaysia based listed bank performing its banking activities since 100 years. In 2011, it has merged with EON Bank Group, which to which has effectively turned it into a banking group of more than RM140 billion asset and expanded to almost 330 branches. Public bank is a Hong Kong based commercial bank established in 1934 under the authority of Hong Kong Monetary. Its share is listed in Malaysian stock exchange. Malayan bank mainly operates in Singapore, Indonesia and Philippines providing financial services. It mainly focuses on Islamic banking through its subsidiary.

Key issues

The main issues which has been given importance is that whether Hong Leon stands a better position in the industry as compared to other two banks and what are the measures is should take to improve its position. The affect on profitable due to various factors identified in Porters and customers satisfaction level, innovation and internal perspective  of these bank on the balance scorecard is identified and evaluated.

Rationale

In today’s world the importance of banking sectors is increasing drastically as it has became the basic need of individuals and companies. It provides funding to the companies as well as manages the savings of individuals. All the three banks are captures are performing its financial activities in Malaysian so comparison can be made easily.

Financial analysis

In this section various ratio will and revenue and earning capacity of Hong Leon Bank will be analyzed over five year and compared with other two banks taken as benchmark.

Rationale

Under this section, revenue of the three banks will be analyzed, compared and discussed in depth based on which future forecast will be done.

Revenue forecast (Million)
Year	2011	2012	2013	2014	2015
Hong Leon Bank	2542	3894	3924	3935	4171
Malayan Bank	7102	15318	16929	21661	17542
Public Bank	7409	7747	7456	8155	9253
Percentage Change
Year		2012	2013	2014	2015
Hong Leon Bank		53%	1%	0%	6%
Malayan Bank		116%	11%	28%	-19%
Public Bank		5%	-4%	9%	13%

The findings from the revenue forecast clearly shows the Malayan bank is having the highest rise in compare to the Hong Leon Bank and public bank. The graphical presentation of the revenue date of further shows the Hong Leon Bank is in a declining stage than the other two banks. As per the revenue forecast the lowest trend in the revenue was observed to be in the year 2012 and expected to grow after 2015 (Maybank | Annual Report 2014. 2016). After that during the year 2013-2015, the revenue growth of Hong Leon has been much lower as compared to the other two banks whereas they have maintained a steady growth rate during the 5 years period. Although, the highest revenue has been observed to be of the Malayan bank with a revenue generation of RM 17542 million still the graph clearly shows the declining trend of the revenues. (Financials.morningstar.com. 2016).

Hence, from the revenue forecast analysis it can be said that the revenue of Public bank is expected to grow at highest rate.

In this section, the growth rate of market share of Hong Leon over five years will be discussed and compared with the other two banks.

Market share growth (%)
Year	2011	2012	2013	2014	2015
Hong Leon Bank	8.52	9.67	10.11	9.87	10.23
Malayan Bank	7.93	8.65	9.56	9.23	9.85
Public Bank	9.65	10.25	10.11	11.02	11.69

From the above analysis, it can be said that all the three banks have shown a moderate growth in the market share over the past five years however the growth rate of Public Bank is more than Hong Leon bank (Hlb.com.my. 2016). Therefore, it needs to improve it to become one of the leading banks in the Malaysian market.

Under this section, analysis of profit margin of three banks will be done:

Profit margin
		2011	2012	2013	2014	2015
Hong Leon Bank	Net Profit (Million)	1135	1648	1856	2102	2233
Net Profit margin	45%	42%	47%	53%	54%
Malayan Bank	Net Profit (Million)	2676	5745	6552	6716	6836
Net Profit margin	38%	38%	39%	31%	39%
Public Bank	Net Profit (Million)	3524	3869	4065	4519	5062
Net Profit margin	48%	50%	55%	55%	55%
	Percentage Change
	Year		2012	2013	2014	2015
	Hong Leon Bank		-2%	5%	6%	0%
	Malayan Bank		0%	1%	-8%	8%
	Public Bank		2%	5%	1%	-1%

Profit margin is derived as a percentage of revenue. Profit margin of Hong Leon has decreased during the year 2012 by 2 % which is much higher as compared to Public bank which has increased by 2%, whereas for Malayan bank it has not decreased at all (Vpr.hkma.gov.hk. 2016). After that during the year 2013 and 2014 profit margin of Hong Leon has increased by 6% every year, which is a good sign as compared to other two banks whose profit margin has fluctuated during these two years. Again, in 2015, the profit margin of Hong Leon has not changed and Public bank has not increased at all whereas for Malayan bank it has increased by 8%. Therefore, from the overall analysis of the past 5 years it can be said that Malayan bank is in a better position as compared to the other two companies (Financials.morningstar.com. 2016).

Price earnings ratio
Year	2011	2012	2013	2014	2015
Hong Leon Bank	10.26	11.85	11.23	11.93	12.29
Malayan Bank	9.62	10.56	11.01	11.53	11.94
Public Bank	12.38	13.07	12.96	13.58	14.6

From the analysis of the above data is can be understood that price earnings ratio of Hong Leon Bank is higher than Malayan Bank for the last five years whereas it is lower than Public Bank. Therefore, it implies that Hong Leon Bank should try to improve its price earning capacity in order to improve its market share (Maybank.com. 2016). However, Hong Leon Bank has been able to improve its price earnings ratio over the past five years, which is a very good sign.

Financial Analysis

In this section, the capital structure of the three banks will be discussed and who stand a better position in debt equity mix will be analyzed.

Debt Equity ratio
Year		2011	2012	2013	2014	2015
Debt	Hong Leon Bank	18690	18704	21566	19985	19635
Malayan Bank	65204	65855	81676	103744	12104
Public Bank	27230	23358	27072	34156	23647
Equity	Hong Leon Bank	7465	11419	13037	14530	16790
Malayan Bank	34676	43815	47473	54741	63513
Public Bank	16420	18718	21197	28875	32308
Debt Equity ratio	Hong Leon Bank	2.50	1.64	1.65	1.38	1.17
Malayan Bank	1.88	1.50	1.72	1.90	0.19
Public Bank	1.66	1.25	1.28	1.18	0.73
	Change in debt equity ratio
	Year		2012	2013	2014	2015
	Hong Leon Bank		-0.87	0.02	-0.28	-0.21
	Malayan Bank		-0.38	0.22	0.17	-1.70
	Public Bank		-0.41	0.03	-0.09	-0.45

Debt equity ratio of all three banks has decreased during the span of 5 years, which is a very good sign as it implies that equity funding has increased as compared to debt funding during this 5 years (Hlfg.com.my. 2016). However, the debt equity ratio of Hong Leon is higher than the other two banks. Standard debt equity ratio for banking sector is less than 1 so Hong Leon should take measures to decrease it below 1 in future since other two banks debt equity ratio is already below (Palley 2013).

In this section, some important ratio, which is relevant to banking sector, is to be discussed:

Asset turnover ratio
Year		2011	2012	2013	2014	2015
Total asset	Hong Leon Bank	145498	157787	163586	170351	184020
Malayan Bank	451289	494911	560319	640300	708345
Public Bank	364870	369970	37608	38970	40234
Total Asset Turnover ratio	Hong Leon Bank	0.0175	0.0247	0.0240	0.0231	0.0227
Malayan Bank	0.0157	0.0310	0.0302	0.0338	0.0248
Public Bank	0.0203	0.0209	0.1983	0.2093	0.2300

Asset turnover ratio implies that how an organization is efficiently using its asset for generating sales. It has been much below one for all the three banks however Hong Leon has been able to increase it from 0.017 to 0.024 in 2012 and remained at that level during the year 2013 to 2015 (Heikal, Khaddafi and Ummah 2014). All the three banks had maintained asset turnover ratio with the range of 0.01 – 0.03 which is very low and needs to be improved in the near future to survive in this competitive market (Hlb.com.my. 2016).

Return on equity
Year	2011	2012	2013	2014	2015
Hong Leon Bank	15.20%	14.43%	14.24%	14.47%	13.30%
Malayan Bank	14.90%	13.11%	13.80%	12.27%	10.76%
Public Bank	22.44%	20.45%	19.18%	15.65%	15.67%
Percentage Change
Year		2012	2013	2014	2015
Hong Leon Bank		-0.77%	-0.20%	0.23%	-1.17%
Malayan Bank		-1.78%	0.69%	-1.53%	-1.51%
Public Bank		-1.99%	-1.27%	-3.53%	0.02%

Return on equity implies the earning capacity of the company on the shareholders funds so that they can understand how company is utilizing their invested funds. For all the three banks it has decreased during the span of five years (Bell 2015). So they need to buck up to keep alive the faith of shareholders on them. From the above table it can be said that ROE of Hong Leon is better than Malayan Bank however, it is lower than Public bank during 2011 to 2015.

Strategic Analysis

Under this head evaluation of performance is based on the Porters forces and Balance scorecard as strategic analysis.

It is model to analyze the assessment of a given industry and understand the drivers that measure the competition and profitability of the organization. It the extension of porters five forces which was introduced by Michael Porter in the year 1979. The six forces were introduced in the mid 90s (E. Dobbs 2014). This model describes the six forces, which are considered while determining the corporate strategy to evaluate the overall efficiency of an industry.

Revenue Analysis and Forecast

The six forces in terms of the three mentioned banks are discussed as follows:

• Competition: The banks have been observed to have several rivals in the industry. The existing rivals present in the industry faces it. All the three banks may exercise this by giving discount to the customers, new innovative product at cheaper cost (Dey 2016). If competition level between the rivals in the industry is higher than it can stifle the profitability of the whole industry.
• New entrants: Both the Hong Leon Bank and Public should be open to new entry of an organization which can give threat to the existing banks in order to gain market share. This puts pressure on all the three banks in relation to price, rate of investment and cost (Guggenheim 2016). The threat becomes intense when they diversify from another market as it can leverage existing cash flow, expertise and brand identity, which can put strain on the profitability of existing organization.
• Buyers / End User: Powerful customers tend to play a very important role in cutting down the prices and demand best quality products. Bargaining power of the loyal customer in terms of the credit finances rates becomes higher when small number of buyers avails for smaller loan products.
• Suppliers:  The supplier effect is not present in case of the financial products hence this parameter is not applicable.
• Substitutes: Substitute banking products in terms the various types of the investment options available with banking institutions is major threat to the present banking services offered by the three banks. For example, the investment in the stock option can be exercised in form of both mutual fund and SIPs. Both are substitute investment option with their pros and cons. (Nguyen 2015). If the threat of substitute is very high then the profitability of the organization suffers.
• Complementary: This is the sixth force. It means the various types of the banking services that are offered should be compatible in nature, (Barua and Parveen 2014). If they are not compatible with each other then the impact will be negative.

(Source: Yunna and Yisheng 2014)

It provides the users with set of information to analyze the performance of relevant areas of an organization so that it can attain its objectives. It differs from organization to organization and includes four perspective which are financial, internal, learning and innovation and customer perspective (Humphreys, Gary and Trotman 2015). It helps the management to evaluate the performance of the managers on certain areas and decide whether they need to improve in that section or not.

Balance scored	Industry specific KPI	Hong Leon	Malayan bank	Public bank
Learning and internal growth	Number of new products Employee Satisfaction Employee Turnover Number of trained employees or training programs New divisions Promotions	The employees satisfaction can  be  improved in this bank an d bank needs to improve the internal factors for reducing the employee turnover	This bank has showed immense potential in setting up of trained employees offering   several type of the promotions among the existing employees (Ratnasingam 2014)	Public bank is the best  in this parameter and is successful on the formation of the several type of the  divisional offers for the employees.
Process or operations	·         Innovations ·         Technology	Hong Leon have a team who are responsible to bringing new products in the market as compared to the other two banks which is a very good sign	Need to identify and employ higher scope of expansion in the business activities	The process needs to improved with the important
Customer perspective	·         Debit card service ·         Credit card service ·         Home loan and car loan service	Customers of Hong Leon  are satisfied with the facilities provided by the bank (Nørreklit and Mitchell 2014)	Malayan bank needs to be improve in this aspect	Public bank also needs to improve in this aspect
Financial perspective	·         Better Leverage Ratio ·         Asset turnover ratio ·         Debt/Equity Ratio ·         Price Earnings Ratio ·         Better Revenue Generation	Hong Leon has low financial ratio. Hong Leon should take steps to improve its financial standing in near future	Malayan Bank is observed to be having then best financial ratio	Public Bank has moderate scope for improvement

Limitations

In this section various limitation of financial and conventional analysis will be discussed

Financial model is used to analyze performance of an organization from the data available from the financial statement i.e. income statement and balance sheet which shows various expenses, income and asset and liabilities. However, these statements never reflect how the organization is performing in the market or the exact net worth of the organization.

The various difficulties and limitation of financial models are as follows:

• Financial Standings: Financial models never reflect the real worth of an organization i.e. the users of financial models will never understand whether the organization is worth investing in or not (Healy and Palepu 2012). Cash flow statement and income statement only shows how much the organization is earning and spending in various sections.
• Market trend: All the financial models are inefficient in showing the actual performance of an organization when it comes to analysis. Although the turnover of a organization increases in the year it may said to be performing well when compared to the other companies in the industry as it never reflects the market trend.
• Accurate liability and asset value: Financial models analyze the performance of a organization on the basis of values obtained in balance sheet (Damodaran 2016). However, balance sheet never reflects the actual value of items as they are valued at the carrying amount or book value which may differ from the market value.
• Past data: All the financial models is based on the past data available from financial statement. Therefore, it is impossible for it to determine the future prospects of an organization on the basis of these financial models.

Conventional analysis is the most traditional approach of measuring the financial performance of an organization. However there is various limitation of conventional analysis which is as follows:

• Conventional Analysis is not actionable: It describes only what has happened during the year but fails to describe why it has happened. Also it is done at the end of regular intervals like monthly, quarterly or yearly and business can’t wait for so long.
• Conventional analysis gives emphasis to only one viewpoint of performance: Management of an organization requires determining the future performance of an organization where strategy plays an important role (Yu, Duan and Cao 2013). They need to implement the strategy to achieve the long-term goals of an organization. Managers also require a performance measure to evaluate their own performance on a daily basis.
• Limited guidance to future actions: conventional analysis doesn’t allow the managers to evaluate the areas which is required to be developed in future for successful running of the business achievement of long term goals.
• Encourage actions, which may decrease both customer and shareholders’ value: Conventional analysis force managers to achieve short-term objectives in place of long-term objectives where the basis of remuneration is dependent on short term success of the organization, which have a negative impact on the customers as well as shareholders value (Vogel 2014).

Conclusion

From the above analysis it can be concluded that revenue had shown a steady growth for all the three banks whereas net profit margin of Hong Leon showed a steady growth as compared to the other two banks, which is a good sign. While Malayan bank has highest scope for growth. Debt equity ratio has decreased for the five years span which is a good sign for all the three companies whereas return on equity have decreased during this time period which not a good sign for all the three banks. Asset turnover ratio for all the three banks is very low which shows they are not properly using their asset to generate revenue.

Hong Leon should try to maintain its growth rate in future in relation to revenue and net profit and try to improve it future. It should also try to decrease its debt equity ratio further below one as it is standard for banking sectors. Debt funding should be less than equity funding in order to have a good capital structure. Hong Leon should also try to increase its asset turnover ratio as it is very so low to efficiently utilize its asset for earning revenue. It should also try to increase its Return on earning as it shows a decreasing trend in the past five years. It Hong Leon is able to improve then it then its shareholders will lose faith on the management.

Market Share Growth

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