7.

Common-Size Analysis
7.1 Financial ratios
Financial ratios can be calculated as a percent or as times per period.
Two types of analyses can be done:
 an intra-firm (trend) analysis
 an inter-firm (industry) analysis
In an intra-firm financial ratios are compared to prior ratios. Trend analysis studies the
financial history of a company. Usually rising ratios prove the good quality of management.
In an inter-firm analysis financial ratios are compared to ratios of competitors. These
ratios can be also compared to industry ratios or determined standard ratios. The analysis of a
company’s financial statements is more meaningful if the ratios are compared with results of
competitors or with industry averages. Sometimes it is difficult to find a peer company, because
companies do not fit into any one industry.
Financial ratios vary by type of industry. Many of ratios calculated for a company can be
compared only with ratios with companies in the same industry.
A manufacturing firm will usually have large inventories of raw materials, work in
progress and finished goods.
A retail or wholesale companies sell products purchased from other companies.
Inventories are usually huge and consist mostly of finished products.
A service company usually has very low inventories which mostly consist of finished
goods.
It is necessary to understand that all income statement and cash flow statement items are
flow variables and cover the reporting period. All balance sheet items are stock variables and
apply to a single date, the end of the reporting period. Sometimes, average of the beginig and
the ending balance item is calculated. Sometimes this approach may be misleading.

7.2 Common-Size Analysis

Common-size analysis shows ratios in percentages (for example current assets / total
assets, long-term assets / total assets).
Vertical analysis compares each item with a base item. In an income statement analysis
net operating income is the base item. In a common-size balance sheet analysis total assets is
the base item. In a statement of cash flow analysis net cash flows from investing activities
should be a base item as usually net cash outflows from investing activities are financed with
wit positive net cash flows from operating activities and positive net cash flows from financing
activities.2
Horizontal analysis compares each item with an item for a selected base year.

2 This is my proposal. I’m not sure whether companies use such an approach.
Task 7
1. Prepare a vertical and common size analysis of Income Statement
2. Prepare a vertical and common size analysis of Balance Sheet
3. Prepare a vertical and common size analysis of Cash Flow Statement

Problem 15. Common Size Analysis of Income Statement

Required:
(a) Prepare a vertical Common Size of Income Statement
(b) Prepare a horizontal Common Size of Income Statement
Solution
(a)
Vertical Common Size of Income Statement
Dec. 31, 2014 Dec. 31, 2013 Dec. 31, 2012
NET OPERATING REVENUES 100,0% 100,0% 100,0%
Cost of goods sold 38,9% 39,3% 39,7%
GROSS PROFIT 61,1% 60,7% 60,3%
Selling, general and administrative expenses 37,4% 36,9% 36,9%
Other operating charges 2,6% 1,9% 0,9%
OPERATING INCOME 21,1% 21,8% 22,4%
Interest income 1,3% 1,1% 1,0%
Interest expense 1,1% 1,0% 0,8%
Equity income (loss) - net 1,7% 1,3% 1,7%
Other income (loss) - net -2,7% 1,2% 0,3%
INCOME BEFORE INCOME TAXES 20,3% 24,5% 24,6%
Income taxes 4,8% 6,1% 5,7%
CONSOLIDATED NET INCOME 15,5% 18,4% 18,9%
(b)
Horizontal Common Size of Income Statement
Dec. 31, 2014 Dec. 31, 2013 Dec. 31, 2012
NET OPERATING REVENUES 98,8% 100,7% 103,2%
Cost of goods sold 98,2% 101,1% 104,6%
GROSS PROFIT 99,2% 100,4% 102,2%
Selling, general and administrative expenses 98,8% 99,4% 101,8%
Other operating charges 161,6% 122,3% 61,1%
OPERATING INCOME 95,4% 100,5% 106,0%
Interest income 123,0% 110,6% 97,5%
Interest expense 115,8% 111,0% 95,2%
Equity income (loss) - net 111,4% 87,2% 118,7%
Other income (loss) - net -238,8% 108,9% 25,9%
INCOME BEFORE INCOME TAXES 81,4% 100,2% 103,1%
Income taxes 78,3% 101,4% 96,8%
CONSOLIDATED NET INCOME 82,4% 99,8% 105,1%
Problem 16. Common Size Analysis of Balance Sheet

Required:
(a) Prepare a vertical Common Size of Balance Sheet
(b) Prepare a horizontal Common Size of Balance Sheet
Solution
(a)
Vertical Common Size of Balance Sheet
Dec. 31, 2014 Dec. 31, 2013 Dec. 31, 2012
CURRENT ASSETS
Cash and cash equivalents 9,7% 11,6% 9,8%
Short-term investments 9,8% 7,4% 5,8%
TOTAL CASH, CASH EQUIVALENTS AND SHORT-TERM INVESTMENTS 19,6% 19,0% 15,6%
Marketable securities 4,0% 3,5% 3,6%
Trade accounts receivable, less allowances of $61 and $53, respectively 4,9% 5,4% 5,5%
Inventories 3,4% 3,6% 3,8%
Prepaid expenses and other assets 3,3% 3,2% 3,2%
Assets held for sale 0,7% 0,0% 3,4%
TOTAL CURRENT ASSETS 35,8% 34,8% 35,2%
EQUITY METHOD INVESTMENTS 10,8% 11,5% 10,7%
OTHER INVESTMENTS, PRINCIPALLY BOTTLING COMPANIES 4,0% 1,2% 1,4%
OTHER ASSETS 4,8% 5,2% 4,2%
PROPERTY, PLANT AND EQUIPMENT - net 15,9% 16,6% 16,8%
TRADEMARKS WITH INDEFINITE LIVES 7,1% 7,5% 7,6%
BOTTLERS' FRANCHISE RIGHTS WITH INDEFINITE LIVES 7,3% 8,2% 8,6%
GOODWILL 13,1% 13,7% 14,2%
OTHER INTANGIBLE ASSETS 1,1% 1,3% 1,3%
TOTAL ASSETS 100,0% 100,0% 100,0%

Dec. 31, 2014 Dec. 31, 2013 Dec. 31, 2012

CURRENT LIABILITIES
Accounts payable and accrued expenses 10,0% 10,6% 10,1%
Loans and notes payable 20,8% 18,8% 18,9%
Current maturities of long-term debt 3,9% 1,1% 1,8%
Accrued income taxes 0,4% 0,3% 0,5%
Liabilities held for sale 0,1% 0,0% 0,9%
TOTAL CURRENT LIABILITIES 35,2% 30,9% 32,3%
LONG-TERM DEBT 20,7% 21,3% 17,1%
OTHER LIABILITIES 4,8% 3,9% 6,3%
DEFERRED INCOME TAXES 6,1% 6,8% 5,8%
THE COCA-COLA COMPANY SHAREOWNERS' EQUITY 0,0% 0,0% 0,0%
Common stock, $0.25 par value; Authorized - 11,200 shares; Issued - 7,040 and 7,040 shares, respectively
Capital surplus 14,3% 13,6% 13,2%
Reinvested earnings 68,9% 68,5% 67,4%
Accumulated other comprehensive income (loss) -6,3% -3,8% -3,9%
Treasury stock, at cost - 2,638 and 2,571 shares, respectively -45,9% -43,4% -40,6%
EQUITY ATTRIBUTABLE TO SHAREOWNERS OF THE COCA-COLA COMPANY 32,9% 36,8% 38,1%
EQUITY ATTRIBUTABLE TO NONCONTROLLING INTERESTS 0,3% 0,3% 0,4%
TOTAL EQUITY 33,2% 37,1% 38,5%
TOTAL LIABILITIES AND EQUITY 100,0% 100,0% 100,0%
Horizontal Common Size of Balance Sheet

CURRENT ASSETS Dec. 31, 2014 Dec. 31, 2013 Dec. 31, 2012
Cash and cash equivalents 70% 81% 66%
Short-term investments 832% 616% 461%
TOTAL CASH, CASH EQUIVALENTS AND SHORT-TERM INVESTMENTS 130% 123% 97%
Marketable securities 2545% 2185% 2147%
Trade accounts receivable, less allowances of $61 and $53, respectively 91% 99% 97%
Inventories 100% 106% 106%
Prepaid expenses and other assets 89% 84% 81%
Assets held for sale
TOTAL CURRENT ASSETS 129% 123% 119%
EQUITY METHOD INVESTMENTS 138% 144% 127%
OTHER INVESTMENTS, PRINCIPALLY BOTTLING COMPANIES 322% 98% 108%
OTHER ASSETS 126% 133% 103%
PROPERTY, PLANT AND EQUIPMENT - net 98% 100% 97%
TRADEMARKS WITH INDEFINITE LIVES 102% 105% 102%
BOTTLERS' FRANCHISE RIGHTS WITH INDEFINITE LIVES 86% 95% 95%
GOODWILL 99% 101% 100%
OTHER INTANGIBLE ASSETS 84% 91% 92%
TOTAL ASSETS 115% 113% 108%

Dec. 31, 2014 Dec. 31, 2013 Dec. 31, 2012

CURRENT LIABILITIES 102% 106% 96%
Accounts payable and accrued expenses 149% 131% 127%
Loans and notes payable 174% 50% 77%
Current maturities of long-term debt 110% 85% 130%
Accrued income taxes
Liabilities held for sale 133% 115% 115%
TOTAL CURRENT LIABILITIES 140% 140% 108%
LONG-TERM DEBT 81% 65% 101%
OTHER LIABILITIES 120% 131% 106%
DEFERRED INCOME TAXES
THE COCA-COLA COMPANY SHAREOWNERS' EQUITY 100% 100% 100%
Common stock, $0.25 par value; Authorized - 11,200 shares; Issued - 7,040 and 7,040 shares, respectively 127% 119% 110%
Capital surplus 118% 115% 108%
Reinvested earnings 208% 124% 122%
Accumulated other comprehensive income (loss) 135% 125% 112%
Treasury stock, at cost - 2,638 and 2,571 shares, respectively 96% 105% 104%
EQUITY ATTRIBUTABLE TO SHAREOWNERS OF THE COCA-COLA COMPANY 84% 93% 132%
EQUITY ATTRIBUTABLE TO NONCONTROLLING INTERESTS 96% 105% 104%
TOTAL EQUITY 115% 113% 108%
Problem 17. Common Size Analysis of Cash Flow Statement

Required:
(a) Prepare a vertical Common Size of Cash Flow Statent
(b) Prepare a horizontal Common Size of Cash Flow Statent
Solution
(a)
Vertical Common Size of Cash Flow Statement
Dec. 31, 2014 Dec. 31, 2013 Dec. 31, 2012
CONSOLIDATED NET INCOME 95% 205% 80%
Depreciation and amortization 26% 47% 17%
Stock-based compensation expense 3% 5% 2%
Deferred income taxes -1% 15% 6%
Equity (income) loss - net of dividends -5% -5% -4%
Foreign currency adjustments 6% 4% -1%
Significant (gains) losses on sales of assets - net 11% -16% -1%
Other operating charges 10% 11% 1%
Other items 2% 6% 2%
Net change in operating assets and liabilities -6% -22% -9%
Net cash provided by operating activities 141% 250% 93%
INVESTING ACTIVITIES
Purchases of investments -237% -351% -130%
Proceeds from disposals of investments 173% 304% 68%
Acquisitions of businesses, equity method investments and nonmarketable securities -5% -8% -13%
Proceeds from disposals of businesses, equity method investments and nonmarkatable securities 2% 21% 0%
Purchases of property, plant and equipment -32% -61% -24%
Proceeds from disposals of property, plant and equipment 3% 3% 1%
Other investing activities -4% -7% -2%
Net cash provided by (used in) investing activities -100% -100% -100%
FINANCING ACTIVITIES
Issuances of debt 555% 1030% 375%
Payments of debt -492% -919% -338%
Issuances of stock 20% 32% 13%
Purchases of stock for treasury -55% -115% -40%
Dividends -71% -118% -40%
Other financing activities -5% 0% 1%
Net cash provided by (used in) financing activities -48% -89% -29%
EFFECT OF EXCHANGE RATE CHANGES ON CASH AND CASH EQUIVALENTS -12% -14% -2%
CASH AND CASH EQUIVALENTS
Net increase (decrease) during the year -19% 47% -38%
Balance at beginning of year 139% 200% 112%
Balance at end of year 119% 247% 74%
Net increase (decrease) during the year -19% 47% -38%
(b)
Horizontal Size of Cash Flow Statement
Dec. 31, 2014 Dec. 31, 2013 Dec. 31, 2012 Dec. 31, 2011
CONSOLIDATED NET INCOME 82% 100% 105% 100%
Depreciation and amortization 101% 101% 101% 100%
Stock-based compensation expense 59% 64% 73% 100%
Deferred income taxes -4% 63% 61% 100%
Equity (income) loss - net of dividends 138% 75% 158% 100%
Foreign currency adjustments 5929% 2400% -1857% 100%
Significant (gains) losses on sales of assets - net -378% 305% 45% 100%
Other operating charges 356% 217% 78% 100%
Other items -42% -66% -72% 100%
Net change in operating assets and liabilities 23% 49% 57% 100%
Net cash provided by operating activities 112% 111% 112% 100%
INVESTING ACTIVITIES
Purchases of investments 371% 308% 309% 100%
Proceeds from disposals of investments 223% 220% 134% 100%
Acquisitions of businesses, equity method investments and nonmarketable securities 40% 36% 153% 100%
Proceeds from disposals of businesses, equity method investments and nonmarkatable securities 37% 219% 5% 100%
Purchases of property, plant and equipment 82% 87% 95% 100%
Proceeds from disposals of property, plant and equipment 221% 110% 142% 100%
Other investing activities 185% 209% 185% 100%
Net cash provided by (used in) investing activities 297% 167% 452% 100%
FINANCING ACTIVITIES
Issuances of debt 152% 158% 156% 100%
Payments of debt 164% 172% 171% 100%
Issuances of stock 98% 85% 95% 100%
Purchases of stock for treasury 92% 107% 101% 100%
Dividends 124% 116% 107% 100%
Other financing activities -807% 38% 222% 100%
Net cash provided by (used in) financing activities 163% 168% 150% 100%
EFFECT OF EXCHANGE RATE CHANGES ON CASH AND CASH EQUIVALENTS 217% 142% 59% 100%
CASH AND CASH EQUIVALENTS
Net increase (decrease) during the year -34% 46% -102% 100%
Balance at beginning of year 122% 99% 150% 100%
Balance at end of year 70% 81% 66% 100%