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evaluate kellogg rsquo s performance which trend seems most favorable which trend se 644308

Financial Statement Analysis Case

Kellogg Company

Kellogg Company has its headquarters in Battle Creek, Michigan. The company manufactures and sells ready to eat breakfast cereals and convenience foods including cookies, toaster pastries, and cereal bars.

Selected data from Kellogg Company’s 2009 annual report follows (dollar amounts in millions).

 

2009

2008

2007

Sales

$12,575.00

$12,822.00  

$11,776.00  

Gross profit %

42.87  

41.86  

43.98  

Operating profit

2,001.00  

1,953.00  

1,868.00  

Net cash flow less capital   expenditures

1,266.00  

806.00  

1,031.00  

Net earnings

1,208.00  

1,146.00  

1,102.00  

In its annual reports, Kellogg Company has indicated that it plans to achieve sustainability of its operating results with operating principles that emphasize profit rich, sustainable sales growth, as well as cash flow and return on invested capital. Kellogg believes its steady earnings growth, strong cash flow, and continued investment during a multi year period demonstrates the strength and flexibility of its business model.

Instructions

(a) Compute the percentage change in sales, operating profit, net cash flow less capital expenditures, and net earnings from year to year for the years presented.

(b) Evaluate Kellogg’s performance. Which trend seems most favorable? Which trend seems least favorable? What are the implications of these trends for Kellogg’s sustainable performance objectives? Explain.

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