1. The CEO appears to have selectively chosen from the 11 available
ratios to present only the ones that show trends that are favorable to
the company. (However, some analysts may not interpret a decline in
selling expenses as a percent of revenue as positive since it might
imply a scaling back on advertising or promotion campaigns.) The
CEO’s motivation might be to make her performance, or the company’s,
or both, appear better than it is in the eyes of the analysts.
2. The consequences of this action by the CEO might be mixed. It is likely
that the analysts will ask other questions that may reveal some
negative trends such as the trends in return and profit margins. The
CEO’s actions may become transparent to the analysts as they
discover the presence of less favorable trends through their questions.
If discovered, such a disclosure ploy by the CEO will not reflect
favorably on the company. Both the CEO and the company are likely to
suffer losses in reputation and credibility.
Communicating in Practice — BTN 13-2
There is no set solution to this activity. Each team’s memorandum will
vary based on the industry and companies chosen for analysis.
(Instructor: Consider having each team do a brief presentation discussing
the findings in their memorandum to engage in a classroom discussion of
the findings.)