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FT Guide to Using and Interpreting Company Accounts, 4th Edition by Wendy Mckenzie

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17

Competitors’ accounts

Introduction

Curiosity is a human trait. We are always intrigued by our competitors’ financial performance and want to know whether they’re performing better, or worse, than we are. We see their marketing activities, have some idea about their commercial strategies, and want to know how this translates into their financial performance. Are their marketing activities more, or less, successful than ours? This will be reflected in their profitability and the way investors feel about their business.

If you’re looking at your competitors you’re usually interested in three things:

  • Solvency You’re concerned with the answers to questions such as … Will they be able to continue trading? Do they have enough cash to support ...

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