3. How Profitable Is It?

In addition to growth, look at how efficiently the company makes money. Return on assets shows how well it has translated a dollar of its asset base into a dollar of profits. A company with a return on assets of 20%, for example, has produced $0.20 of earnings from each dollar of assets. Similarly, return on equity measures how well the firm has turned a dollar of shareholders equity into earnings.

Measures like return on equity and return on assets help you understand how efficiently a company allocates its resources, and they allow you to look beyond raw profit numbers. Companies with the same earnings figures might have very different returns on equity and returns on assets, depending on how well they have turned their assets Newport 100'S Cigarettes Cheap Newport 100S Cigarettes into profits.


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