Assessing the performance of Sports Direct against JJB Sports

Sports Direct International PLC ( S.D ) ( officially known as Sports Soccer ) a UK keeping company, is the UKs current largest athleticss retail merchant with 387 shops. It besides operates online with a strong presence under the name of which the shops are named after. The concern started as a individual London athleticss and ski store in 1982. Sports Direct International besides operates subsitite and ( trade names and shop )

It was floated on the London Stock exchange in February 2007 and was founded by current deputy executive president Mike Ashly who presently owns 71 % of the portions. It presently employs 10919 employees.

JJB Sports PLC ( J.J.B ) operates 251 shops in the UK and was founded in 1971 by Dave Whelan, the company was floated in 1994 when it had 120 shops taking over its chief rival at the clip – Sports Division. It owns substiartorys such as…

The company employs 8243 employees of which is held under the kingdom of its current executive president is David Jones.

Company Head Office:

JJB Sports PLC

Martland Park

Challenge Way

Wigan WN5 0LD

United Kingdom

Sports Direct International Plc

Unit of measurement A

Brook Park East Road


Mansfield, NG20 8RY

United Kingdom


Is of import for investors as it gives a cardinal position of company expeditiously and net income.

Tax return on equity is considered one of the most of import ratios for the investor as it gives a good step of public presentation.

In 2010 S.Ds ROE is much greater than that of J.J.B because both houses increased their equity and PAT, this may demo that the direction of the house have increased their efficiency.

S.Ds higher per centum implies the company is making good and is seen profitable to the investor, this may in bend lead to higher stock monetary values as there is a higher return on equity.

J.J.B on the other manus has a negative per centum and although increasing their Roe by 50 % from 2009 to 2010 the company is still demoing marks of problem and this will be one cardinal determiner for the investor as the house might be seen as a ‘profit feeder ‘ .

Tax return on Capital Employed ( ROCE )

Sports Direct PLC Jan 31st 2010

25.06 %

JJB Sports PLC 31st Jan 2010

-18.44 %

Sports Direct PLC Jan 31st 2009

-2.99 %

JJB Sports PLC 25th Jan 2009

-45.07 %

Tax return on capital employed is a ratio which measures the return of companies ‘ net incomes, officially found by taking the net income before revenue enhancement dividend by capital employed. Two defects with ROCE are that the capital employed does n’t account for depreciation and that it besides ignores rising prices.

S.Ds ROCE is higher than J.J.Bs in both 2009 and 2010 as can be expected as ROE is higher in both instances every bit good. This means that S.D is working the assets that is owns.

S.D gross net income border ratio in 2010 had fallen by 0.20 % to 40.58 % while J.J.Bs had fallen by 7.6 % to 38.14 % . This shows some of J.J.Bs and S.D operational efficiency and is an indicant of how the companies ‘ merchandises have performed net income wise as it shows how much gross per lb ( & A ; lb ; ) of turnover the company has made, pull outing any operating expenses.

Net net income border ( NPM )

Sports Direct PLC Jan 31st 2010

10.27 %

JJB Sports PLC 31st Jan 2010

-16.38 %

Sports Direct PLC Jan 31st 2009

1.34 %

JJB Sports PLC 25th Jan 2009

-23.77 %

S.D gross net income border is 2.44 % higher than J.J.Bs, this means that S.D is runing more expeditiously than J.J.Bs, this could be for a figure of grounds. S.D could hold reduced its merchandising monetary value without important alterations in costs or what is more likely to hold happened is that S.D cost of gross revenues have increased which without an addition in selling monetary value would cut down the gross net income border.

When compared to both companies net net income borders, it paints a broader image of the state of affairs. S.Ds NPM is positive and increased by 8.93 % since 2009 which gives the feeling that S.D is executing good and could good be a good investing, were as J.J.B had a similar gross net income border but has a negative net net income border significance that J.J.B has made a loss for the last two old ages and may be fighting although in 2010 it increased its NPM to -16.38 % it halved its operational activity to give an feeling that the company is bettering. This can be a major job in fiscal statements as companies can conceal of import factors that may misdirect investors, this make their one-year studies look more appealing and causes cardinal ratios to better although the company may non be runing any otherwise it may look to better in the short-run.

Asset turnover helps analyse companies ‘ efficiency at utilizing its assets by bring forthing net income. In both periods S.D plus turnover is higher than J.J.Bs, more so in 2010. The higher the figure the better as it indicates that the house ‘s assets are being used expeditiously to increase gross revenues. It besides helps with a houses pricing scheme as assets with low net income borders have high plus turnover such as ‘Tesco ‘ .

Tax return on assets is a ratio which measures the operating efficiency and shows how good a company is at bring forthing a return on its investings and assets. S.D has had a higher per centum of ROA in both periods, a lower per centum points towards a more plus reliant concern. S.D is less plus intensive concern compared with JJB here, this means JJB must reinvest more money than S.D to transport on bring forthing net incomes This is bad intelligence for JJB as it must sell more merchandises than S.D to do the around the same sum of net income.


Interest Screen

Sports Direct PLC Jan 31st 2010


JJB Sports PLC 31st Jan 2010


Sports Direct PLC Jan 31st 2009


JJB Sports PLC 25th Jan 2009


Gearing besides know as purchase shows how much adoption a company has to fund its proportion of assets invested. The debt/equity ratio shows that S.D has a higher ratio than J.J.B in 2009 and 2010 proposing that S.D is a hazardous investing. A company like JJB with a lower ratio ‘should ‘ be a preferable investing as it relies less on adoptions. When investors look at this ratio they must take attention as involvement rate sensitiveness effects how expensive geartrain could be for the company. Since 2008 involvement rates have been at a record depression and adoption is inexpensive, this might explicate why S.D net net income border is so different from J.J.B though pitching lead investing. The debt/capital employed ratio is a less sensitive ratio of geartrain and is similar debt/equity.

Interest screen ratio shows how many times over the house can pay its involvement payments. In this instance the greater the figure, the better. In 2010 S.D had an involvement screen of 5.03 this would be a good indicant to the investor that S.D was in a healthy province as it could afford to pay its involvements five times over. However JJBs involvement screen decreased from -8.5 to.19.6 in 2010. This would give the investor a strong warning that if all adoptions were recalled so J.J.B could n’t afford to pay them. The lessening could be blamed on a new loan nevertheless J.J.B has decreased its debts but has been doing a PAT loss for two old ages.

The hard currency flow ratio is a step to see the ability of a house to pay back its debts. S.D in 2010 has more than doubled its CF since 2009, while J.J.B has kept its hard currency flow around degree which seems amusing as it has halved it entire debt. There could be legion grounds from this so we must take into history the refund of loans, an addition in working capital and capital outgo demands.

Beaver failure ratio provinces that ‘any house with a value of less than 0.3 will neglect within 5 twelvemonth ‘ , good S.D ratio in 2010 is 0.5 which seems to propose that the company is making all right, but in 2009 it had a ratio of 0.2 which Beaver would propose shows marks of battle. JJB has maintain the same ratio for both 2009 and 2010 which high spots problem brewing and Beaver suggests that the company will neglect within 5 old ages. However this ratio merely works when the company has already failed so it is mere impossible to foretell whether it will neglect in the hereafter.

The Altman Z-score is a expression which is used to foretell if a house will travel bankrupt within two old ages. S.D has a Z-score of 2.169 and J.J.B 0.5, a mark below 1.23 suggests that the house is in hurt and may travel ruin in two old ages, S.D though is regarded in the Grey zone as it is above 1.23 but below the safety of 2.9. The information we have compiled with these ratios fits nicely into the other factors which agree that J.J.B is holding a much harsher clip than S.D.

Internal Liquidity Ratios

These Liquidity ratios show Sports Direct International PLC and JJB Sports PLC ‘s fiscal ability to run into at that place short-run liabilities.

The current ratio takes into history current assets and current liabilities. In 2010 Sports had an excess 50 million Current Assetss compared with JJB Sports, Since 2009 Sport Direct had decreased their Current Asset size by 8.6 % while JJBs remained degree, giving an feeling that Sports Direct anticipated a autumn in demand in late 2010 to 2011, whereas JJB has non, this could show theorizing the impact of a dual dip recession. On the Current Liabilities front both groups have reduced Numberss significantly between 20 % ( S.D ) – 24 % ( J.J.B ) since 2009.

Both companies experienced an addition in their current ratios in 2010 shown by the saloon chart. The current ratios in 2009 and 2010 have been below the recommended ratio of 2 which would connote that the company has twice its current assets than current liabilities. Although we do need to take into history that the retail industry current ratio will be lower as it works more with hard currency gross revenues.

With S.D/J.J.B both current ratios are less than 1 in both periods, this could signal a strong warning mark to an investor that the companies can non refund their short term debts which may besides consequence long-run growing, or in a different scenario it could signal that the companies are being really efficient. In footings of the companies S.D may be more efficient in both 2009 and 2010 but run the hazard of doing investors believe that their growing in the hereafter looks black when the truth is they are being efficient, whereas J.J.B increased its current ratio which signals that its ability to pay back debt is increasing doing the company more liquid. When compared to short/long-term debt J.JB has half the debt of S.D.

The Quick Ratio is similar to the Current Ratio, nevertheless it merely includes current assets that can be turned into hard currency rapidly. An investor might look at this ratio as its more rigorous step of company liquidness. J.J.B and S.D ratios are below 1 which is a concern for paying back debt, but when associating to the retail sector suggests that the company sells its goods before they pay for them. A low ratio could besides bespeak problem in the hereafter if an increasing overdraft is present this is non true in this instance as both companies have reduced their entire debt since 2009.

Inv Days 1

Inv Days 2

Pay Days 1

Pay Days 2


Sports Direct PLC Jan 31st 2010





60.90 %

JJB Sports PLC Jan

31st 2010





83.26 %

Sports Direct PLC Jan 25th 2009





57.16 %

JJB Sports PLC Jan

25th 2009





81.57 %

S.D has reduced their stock list turnover in 2010 by 22 % whereas J.J.Bs has increased by 33 % . In 2009 J.J.Bs stock list turnover was half that of S.D. By looking at the stock list turnover it gives a good indicant if the house is being efficient, it besides means that a house with a lower stock list turnover is more than probably to hold higher liquidness as it can sell its goods faster.

The stock list to cost of gross revenues ratio ( Inv/COS ) for S.D is already high in 2009 at 82 % but increased by 1 % in 2010 this may propose hard currency flow jobs as a huge bulk would hold been used up in the stock list which is merely under 4 times greater than J.J.B in 2010. Although the hard currency flow ratio provinces otherwise and shows that S.D has strong hard currency flow in 2010 more so than its 2009 figure.

Share holder Interests

One of the most of import facets when looking at fiscal statements analysis, are the stockholder involvements.

S.Ds current portion monetary value is & A ; lb ; 1.285 while J.J.Bs is 5.5p this is a important difference sing that dorsum in 2008 before the recognition crunch both companies portion monetary values were merchandising around the & A ; lb ; 1.00 grade. This could be down to many grounds after..

Dividend output shows the investor the per centum return at current monetary values giving investors an thought of output compared with involvement rates. In this instance both S.D and J.J.B have non paid out a dividend in 2009 and 2010. S.D made a net net income in 2010, but the board of managers choose non to publish a concluding dividend.

Basic net incomes per portion shows the earning on a individual portion at that point in clip, with both companies this gives an thought of what the house is deserving to the investor and whether the portion is undervalued or overvalued. J.J.Bs EPS was – & A ; lb ; 0.09 in 2010 and S.D EPS was & A ; lb ; 0.147, both are really different from one another from their 2010 and 2009 values. Why this has happened could be down to the fact that J.J.B had increased its figure of portions in the market merely under three times the sum since 2009 ( 242m -652m ) while J.J.B had decreased its losingss, it was still at – & A ; lb ; 61m. S.D had increased their EPS because they did n’t publish new portions in 2010 and increased net income to & A ; lb ; 113m, forcing the EPS value up, this could be attractive to investors and may raise the portion monetary value.

Dividend screen shows how many times the dividend could be paid for by the houses ‘ net income, It is a utile step for investors as it indicates if a house is more likely to pay dividends than other houses, the higher the figure the better. In this instance we can non cipher it as both companies have non issued finial dividends for two old ages.

P.E ratio tells the investor how many old ages it would take to acquire back their original investing. The higher the figure for case S.D in 2010 ( 8.7 ) suggests that investors believe that the portions are traveling to turn so they are valued higher forcing the portion monetary value up. A negative figure like J.J.B ( 2010,2009 ) and S.D ( 2009 ) may hold been investors theorizing no growing in the hereafter, a negative figure shows that the portion value has made a loss. Net incomes output is the antonym of the P.E ratio.

Net assets per portion ( book value per share/ Tangible book value per portion ) is the value of each portions investing in net assets. S.D have kept their value around degree in 2009/2010 but J.J.B have about halved theirs to 0.343.

Cash flow per portion is the leaden mean portions divided by the houses ‘ hard currency definition. S.D in 2010 have a positive figure at 0.2304 and J.JB have a negative figure at -0.06332.


J.J.B/ S.D fiscal statements are really utile in understanding the houses ‘ current fiscal place and helps measure public presentation. It is besides a utile tool for troughs of the house as they can measure historic tendencies and ratios which may be a good index of the efficiency.

Fiscal statements entirely can non vouch a right appraisal of J.J.Bs / S.D operations, profitableness and future growing. By merely utilizing fiscal statements a house limits itself in comparing consequences to other market variables, such as market factors and employee public presentation.

This puts ‘you ‘ the investor at a major disadvantage and may besides be misdirecting to the house directors every bit good. There may besides be a grade of window dressing, this occurs when a houses fiscal statements misdirect its fiscal place by concealing the ‘actual ‘ public presentation information of the house at the terminal of the accounting period. Example of this may be that S.D has payables due but does n’t enter them until after the one-year study has been released and therefore its net incomes and hard currency flow will look higher than they really are, though the house has n’t lied, it might hold mislead the investor. Similarly J.J.B could increase its current ratio by replacing its stocks after its history period. -buy back portions

This can be good for the house as it may increases growing, but it may misdirect take the investor to put in the incorrect company.

Although, fiscal ratios are a great plus for the investor as it can demo hazard, net income and more so liquidness of a house ( non to advert many more ) , giving the investor a good sense of how the house is making in the market compared with comparative houses trading in the same industry. On this footing fiscal statements are really relevant and utile in understanding investing potency and the house current place in the market relation to other replacement investings.

I hence believe current fiscal statements are a great tool ‘as described in the rubric page ‘ for investors, nevertheless they should be used with cautiousness as it may be misdirecting to merely utilize houses ‘ one-year studies. Not to advert that it is really difficult to foretell market public presentation and economic conditions in the hereafter.

Macroeconomic Data:

To analyse/predict company future portion monetary values expeditiously, economic factors should be considered. In 2010 involvement rates were at record depression ( 0.5 % ) doing borrowing inexpensive, this makes JJB/S.D debt cheap. VAT addition in January 2011 to 20 % will do the cost of goods to the consumer addition and cut down their disposal income. Economists speculate dual dip recession which if happened could direct J.J.B into disposal ( though this is really improbable ) . Government debt is falling ensuing in higher unemployment, therefore the demand for luxury athleticss apparels will cut down harming J.J.B. Sports Direct might make better as it relies to a great extent on its 60 % -70 % publicities on inexpensive athletic wear which may increase demand.

Investor Recommendation

I conclude after my study:

Sell J.J.B – J.J.Bs recovery after 2008 will non be easy or assured, it worsen its attraction to investors by lifting its portion capital in 2010, taking into history the alteration in financials I suggest to keep back a twelvemonth or so in puting in the house, if you already have portions I recommend to sell.

Hold/buy S.D – S.D P.E ratio has increased 8 crease since 2009, investors already value the houses future growing, borders have increased and the house is demoing a strong online gross revenues presence every bit good as store forepart. This information in the study and company one-year studies lead me to believe that S.D portions will lift in 2011.

man of affairs may avoid refilling stock list during the period prior to shuting the books so as to increase his current ratio. Impermanent payment of a current debt merely prior to the fiscal statement day of the month will accomplish the same consequence. Retained net incomes can be appropriated for future stock list monetary value diminution and subsequently reported as net net income. Often an analysis of a series of one-year statements, instead than those of a individual twelvemonth, will foreground such methods. More utmost patterns are by and large avoided by houses that must reply to regulative bureaus to be quoted on the stock exchange.

Financial informations in isolation is non meaningful. To state that JJB Sports made a pre-tax net income of about & A ; lb ; 39 million in 2007 reveals small. By comparing informations over clip and by ciphering fiscal ratios a direction comptroller would place a different image. The information shows that the company ‘s fiscal place weakened in some respects in 2008. Although gross revenues remained reasonably changeless, the income statements show that pre-tax net incomes fell from & A ; lb ; 38.5 million to & A ; lb ; 10.8 million. JJB Sports ‘ return on capital employed besides fell significantly. This is an of import fiscal ratio, as it is a step of how good the company is working the assets at its disposal. It is calculated by showing a company ‘s cyberspace ( pre-tax ) net income as a per centum of the capital employed.

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roblems with Financial Statement Analysis arise because there are no clear or universally accepted guidelines sing the finding of optimum values for the ratios discussed supra. Other possible troubles that may originate in fiscal statement analysis include:

Designation of comparable equal groups.

Differences in accounting processs.

Differences in financial old ages for fiscal statements.

Unusual events which have an impact on reported fiscal consequences. These jobs, every bit good as differences in reading of the day of the month, often result in differing sentiments about a house ‘s future public presentation.

& A ; gt ; 1. 51 % of retail merchants are offering publicities like buy one get one free, or 4 for 3, compared to 43 % last twelvemonth.

2. The current mean price reduction offered is 31 % compared to 25 % in 2009.

3. In 2008 the tallness of the fiscal crisis, 62 % of retail merchants were on publicity, and the mean price reduction was 40 %

& A ; gt ; speak about 20 % VAT

Roe is non every bit helpful as you think. It is easy to raise ROE with small effects on the rating of s stock. See Netflix, a company who has a current ROE of 36. The highly high PE was achieved by increasing long term debt by 200 million dollars and utilizing the money borrowed to purchase back 100 million dollars deserving of stocks. By purchasing back stocks, the company reduces stockholder ‘s equity ( the denominator ) , which finally increases the ROE. The current ratio will increase because of the excess 100 million dollars from the notes collectible. The company seems stronger in the short term and more profitable when judged entirely on return on equity. The bad intelligence is that the company incurs a higher long term debt with more involvement disbursal.

To be just to netflix, the stock was bought around 40 $ and is now near to $ 70. Management is praised as an efficient company, but a great extent of it is non due to existent net income but because of strategic accounting techniques

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