University of Ballarat Australia
Accounting for Managers
Company Analysis and Report
Student Name : Xie Shanling
Student ID : G1032489R
Due Date : 29/09/2013
Submitted to : Mr. Yang
Word counts : 2701 words
Table of content
1. INTRODUCTION 3
1.1 Rule 7: Principal Actively 3
2. A brief introduction of DANG and YOUKU 3
2.1 Introduction of DANG 3
2.2 Introduction of YOUKU 3
3. SWOT ANALYSIS 4
3.1 SWOT analysis for DANG 4
3.2 SWOT analysis for YOUKU 4
4. RULE 1: FINANCIAL HEALTH 5
5. PROFITABILITY 5
5. 1 Rule 2: Management ...view middle of the document...
Investment measurements are always the main concerns for investors. An effective method can help lead to profit generation and wealth. In this essay, a widely used method called Lincoln Indicators will be applied to judge whether a company is worth investing.
Lincoln Indicators include nine measurements which are: Financial Health, Management Assessment, Outlook/Forecast, Share Price Sentiment, Liquidity and Size, Principal Activities, Price Sensitive Announcements and Follow all Golden Rules (Lincoln Indicators Pty Ltd, 2011).
In order to make the essay more specific, there will be two listed companies set as samples for analysis. Both of the companies are from China and listed in United States. Rule 7: Principal Activities of Lincoln Indicators is applied to analysis the basic information of the companies. So rule 7 will be introduced first since some of investors are not very familiar with these companies.
All calculation in $ US dollars. Exchange rate please refers to Appendices Annual report of attachment of Dang and Youku.
1.1 Rule 7: Principal Actively
The two public companies are E-commerce China Dangdang Inc. (DANG) and Youku Tudou Inc. (YOUKU) which are both in the internet area. What I have to emphasize is that, both of the companies have deficits in recent years according to their annual reports. These companies are seen sick in accounting. However, can they satisfy Lincoln Indicators which assess companies from investing perspective? Firstly, in this part, SWOT analysis will be used to analysis the principal information of the companies.
2. A brief introduction of DANG and YOUKU
2.1 Introduction of DANG
"Headquartered in Beijing, E-commerce China Dangdang Inc. is a leading business-to-consumer, or B2C, e-commerce company in China.Since our inception, we have focused on selling books online and have become the largest book retailer in China in terms of both revenues and selection. With a large, loyal and rapidly growing customer base established, we expanded into select general merchandise products including beauty and personal care products, home and lifestyle products, baby, children and maternity products, apparel, digital and electronics products." (Heernet Ventures Limited, 2011)
2.2 Introduction of YOUKU
Youku Tudou Inc. is China’s leading Internet television company. Its Internet television platform enables users to search, view and share high-quality video content quickly and easily across multiple devices. Youku, which stands for “what’s best and what’s cool” in Chinese, is the most recognized online video brand in China. The majority of offerings are professionally produced content licensed from copyright holders. the extensive library of content has made Youku the first choice of Chinese internet users for television dramas, feature films, news programming, variety shows, music videos, animated features, sports coverage, and much more (Chow, 2010).