Benjamin Graham Lesson 4 Qualitative factors in analysis

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:

1. Directors who are mainly interested in their own good.
2. Investment bankers, whose first objective is to make money for their bank.
3. Normal bankers, whose aim is to keep their loans running
4. Persons, who are doing business with the company
5. 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