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Quantitative Application and Global Perspective:  Segment Performance Evaluation using a 10K.

Names and ID #s:   __________________________________ and ____________________________________

In this assignment you will analyze the performance of actual company divisions. Accounting standards requires publicly traded companies to disclose segment information in the notes to the financial statements. You will use Excel to create visually appealing data tables and bar charts to analyze division performance, and then comment on the results.  

ALSO, put BOTH of your names on the FILE NAME of your Excel spreadsheet.  In addition, you will need to submit this completed packet. 

Followed please see the 10K weblink of Starbucks, which you can use to search segment reporting.

Starkbucks 2016 10K

https://www.sec.gov/Archives/edgar/data/829224/000082922416000083/sbux-1022016x10xk.htm

 

SECTION I

See the 10K (or annual report and 10K) for Fiscal year 2016  for Starbucks.   

Locate the Table of Contents in the 10K.   The Table of Contents for all 10Ks follow a standard format.   

What is “Item 1” in the 10K Table of Contents? _________________________________

Go to “Item 1” 

For Starbucks: read through the subsections of “Item I” that describes “General “and “Segment Information”.  What are the 4 reportable segments (use their abbreviations)? _________________, __________________, ___________________, ____________________________________, plus ________________________________________.  Make a mental note about what each segment sells and how they sell (distribution mechanism). Which “Note to the consolidated financial statements” contains segment reporting information? Note #___________

STARBUCKS:  Go back to the Table of Contents for the entire 10k.   What Item # are ALWAYS the Financial Statements in a 10k? ___ What page contains the Index for Notes to the financial Statements?________Go to the index.   What page does your Note about Segments begin on?__________ Go to that page. Skim through the Note until you find the tables that contain the financial data for the 5 segments you listed earlier.

SECTION II

In an Excel spreadsheet, set up four column headings:  Division; Assets; Operating Income; Revenue. Input the 2016 data (use division name abbreviations).  (Do not include the total of all divisions.) Expand column widths as needed.  

Use the “Number” section of the menu bar to format the data as “currency” (dollar signs and commas).  Use the “decimal remove” button to delete unnecessary decimals.

Use “Format as a Table” or shading to improve the visual look of your data table.  Play around with the different design options.

Next, you will be adding a graph to visually display this data.  To do this, highlight the entire table.  Then click on the “insert” tab on the menu bar.  Then click on the “Column” Chart.  Choose an appropriate layout from those available.  Add a title to your chart.  Expand the chart size if needed.

Add a textbox (“Insert” on menu bar; “Textbox”) and answer the following questions:

Briefly describe the segments.   Give some examples of the products or describe geographical territory.

 Comment on the graph:   What stands out to you?

SECTION III

Add a new table somewhere below the first section.  The second data table should have the following column headings:  Division, ROI and Sales Margin.  “Copy” and “paste” the division names into the new table.

For the first company division listed, insert formula commands to calculate ROI and Sales MarginTo insert formulas, highlight the cell where you want to place the answer.  Then, for example, type in  “=B2/B3” to divide the figure in cell B2 by the figure in cell B3. 

Use the “Copy” and “Paste” commands to copy the same formulas into the appropriate cell for each division.

Use the “%” on the “Number” section of the menu bar to format the ROI and Sales Margin as percentages.  

Add a column graph that compares the ROI of each division.   Add a title and size the graph as needed.  (Only the graph of the ROI is required.   You do NOT need to make graphs of the other ratios.)

Add one textbox for EACH of the following:

ROI:   

What does ROI tell management?

Which divisions have the best and worst or are they roughly the same?   How do they compare?

How could a division of this company improve its ROI? Give me an example of a specific action that could be taken to improve ROI.

Sales Margin:

What does Sales Margin tell management?

Which divisions have the best and worst or are they roughly the same?   How do they compare?

How could a division of this company improve its sales margin? Give me an example of a specific action that could be taken to improve sales margin.

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