Graham´s expertise was not in a
qualitative analysis. For example, he missed a durability of
competitive advantage concept. Graham examined a company´s market
share, its physical, geographical and functional features, the
quality of the company´s directors, and finally a company´s,
industry´s and common financial expectations. An analyst has to
examine qualitative features from many different sources. He has to
go through all the company´s press releases and annual reports. He
has to check some expert opinions, trade magazines, competitors´
annual reports, etc. Sometimes, sources are opinions. An industry
expert may give his opinion about the company or its directors.
Different people can have different opinions about quality. Using
individual sources can produce wrong conclusions. Graham thought
qualitative analysis was less useful, because it was hard to him.
The qualitative functional features are
the dependency of capital, competitive environment, regulations, the
raw materials need, the need for research and development
investments, etc. All these factors have an effect on the earnings
prospects for the future. These factors change along industry´s and
common financial cycles. You need to analyse these factors partly
through the numbers. Graham thought that it was hard to find any
useful information by analysing the industry. Every industry have
many details to analyse. Analyst need to decide which pieces of
information are the most important ones. Most of the industry´s
numbers are known by everyone. Graham thought that the best
informational advantages were found from the industries, which were
going through changes. Bigger changes equal bigger risks and
opportunities. If you didn´t understand these changes, Graham would
recommend you to analyse other industries.
Graham believed that high profit
margins in all the industries were going to be diminished in the long
run into normal levels. This was going to happen because eventually
these markets would get more competitors. They would bring lower
profit margins. He thought there were no durable competitive
advantages. Products like Coca Cola, have kept their competitive
advantages for decades. There are no changes in the horizon. Graham
also believed that all the biggest market shares would diminish
through years.
He believed that the stability of the
business was the most important qualitative factor. It means
resistance to change and makes evaluating the future earnings
prospects easier. Stability of the business doesn´t mean that future
profits will stay the same as in the past in most of the earnings
units. For example, the turnovers and the profit margins of the
individual companies can have lots of variations. Companies with
bigger market shares are more stable than companies with smaller
ones. Increasing earnings are good signs. You can only make
assumptions about the future from the earnings history.
All the businesses have their natural
turnover and profit cycles. Without understanding them, analyst gets
less accurate predictions about the future and the quality of the
business. All the businesses need to be evaluated through their
natural business cycles. A trend in earnings prospects can be over
before the analyst notices it. Analysis cannot be based solely on the
assumptions about the trends business is going through. But it can be
a baseline in evaluating the future of the business. Graham thought
that an investor should take into consideration changes in the
future. But instead of trying to take advantage of them, he should
protect himself from the changes.
Financial strength and capital
structure have an effect on the quality of the business. Having a
significant amount of cash or its equivalents and a reasonable amount
of debt are factors of quality. A reasonable amount of debt gives
leverage to the company. Too much debt, especially debt that has to
be paid soon can become lethal to the company. Worst kind of debt
comes from the banks. Big debts from them are the worst kind of debts
for companies.
The abilities of the directors are hard
to measure. Some of your ideas about directors are based on rumors
and presumptions. Most outsiders cannot really know the directors
without working with them. The best proof of the quality of the
directors is found by comparing the success of the company with other
companies in the same industry. This comparison should be made for
the longer time period, like many years. It takes time to make
changes for the companies. The best conclusions can be made, when the
directors of different companies have managed to stay in their
positions many years. You shouldn´t make any conclusions without
having a possibility to see the track records of the directors.
Graham thought that members of the
board of directors belonged to the five groups:
Directors who are mainly
interested in their own good.
Investment bankers, whose first
objective is to make money for their bank.
Normal bankers, whose aim is to
keep their loans running
Persons, who are doing business
with the company
Some people who are actually
interested in owner´s assets
He also thought that most of the people
in the fifth group have created friendships with other board members
to get their position in the board. One of the most important
qualitative factors is how the directors treat shareholders. All the
profits from the business belongs to the owners. Directors should
maximize the earnings of the owners in the long run. Graham believed
that one factor of quality is how many consecutive years has the
company paid dividends. Directors shouldn´t maximize the amount of
cash in the business without finding profitable investment
possibilities. They shouldn´t pay too much dividends either.
Directors shouldn´t also pay themselves too much.
The owners shouldn´t suffer, when the
business is growing. Acquisitions should happen only, when it
maximizes the earnings of the owners in the long run. One factor of
the quality of the directors is the way they pay for the
acquisitions. Most of the times, it is not smart to use company´s
stocks as a payment method. Graham also thought that most of the
acquisitions should be paid with cash. Using your own stocks should
happen seldom, and as a smaller part of the payment. You can also use
quantitative analysis to see how the owners are treated. Most of
these qualitative factors should be confirmed by the numbers in the
income statements and balance sheets.
I hope you will find time to think
about some company and its qualitative factors and compare them to
its competitors. It will be beneficial to you.
©Tommi
Taavila 2018