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Internal analysis of costco
Internal analysis of costco
Costco business strategy
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Costco is into Services Sector. It is part of Industry which deals with Discount &Variety Stores. Costco operates membership warehouses where it offers various types of merchandise like household consumables, Electronics, Automobile, garden etc. to its members. Costco is well diversified and also operates Pharmacies, Gas stations, Travel business etc. Thus it fulfills almost every need of its members. It boasts of 600+ warehouses across 8 countries with earnings in excess of $2 Billion on Sales of $100 Billion. It has 184,000 employees worldwide and more than 1000 suppliers who have to follow a rigid & comprehensive supply chain & quality policy.
Due to its diverse products range and low prices to its members, it has very high sale volumes and
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quick turnover of inventory. Its operational efficiency and low cost of operations allow it to work profitable at lower gross margins than its competitors. It can sustain lower prices as it buys directly from manufacturers and ships them to its stores within 24 hrs through its own network of warehouses. Due to such quick shipping times &low prices, Costco have negative working capital. It means, it converts its goods to cash even before payment for purchases are due. One of the key membership features is Member satisfaction wherein any member can return the goods which it is not satisfied with for a full refund or exchange barring electronics which has a 90 days return policy. Costco’s main competitors are Wal-Mart, Sam’s Club & BJ Wholesale Club to name a few apart from numerous National & international stores & retailers.
Costco has strong financials. A review of its annual reports shows that Costco believes in rewarding its shareholders by having a Liberal dividend policy. Its Dividend had been $1.03 in 2012 and jumped to $8.17 in 2013 due to Special dividend of $7.00.
Costco Debt to Equity Ratio was averaging at about 1.20 till 2012 but then it increased to 1.80. But its healthy TIE ratio of 31.82 and Current Ratio of 1.19 will help it in servicing new Long Term Debt and is not a cause of concern.Costco’s Quick ratio is on lower side at 0.60 but its Collection period is steady at 62 days. In 2012, Costco’s Sales revenues cross $100 Billion for the first time. However its Asset utilization ratio dropped indicating that increase has sales was on a higher asset base. This is something management should be concerned about.
Costco’s Profitability ratios indicate that that Its Gross profit margin is stable at 12.6%. Net profit margin has improved from 1.7% to 1.9%. Return on Assets (ROA) has improved from 6.3% to 6.7%. Return on Equity (ROE) also has shown healthy increase YoY& is currently
18.8%. By looking at Inventory turnover ratio, we notice that Costco is able to turnover its inventory 13 times in 2013 vs. 14 times in 2012 and is consistent in this parameter. This lower turnover should be investigated and steps should be initiated to improve inventory turnover. From Market measures, we observe that Costco’s Price to Earnings per share (P/E) Ratio is healthy 22.59 & is growing which confirms our above forecast in increase in Share price and Good buy. Also EPS of Costco is increasing Year on Year (YoY)(It has increased from $3.89 to $4.63) while Shareholders are happy with an assured & growing Dividend especially when they received an unexpected bonanza of $7.00 in Dec’12. This enthusiasm of Investors can be seen from stock price increase of 22% over last year i.e. from $85.81 to $104.56. Based on Ratio analysis and Stock price, Costco is doing well and is an attractive buy for investors. Analysts believe that Costco’s future expansion plans will face challenges from Local laws and regulations which restrict opening/setting up of new stores/warehouses. Also there have been cases of Local communities protesting against opening of new warehouses at specific sites which in turn will increase the cost of constructing, operation and leasing of such new warehouses/stores. Also some states have enacted laws restricting large retailers in their expansion plans to protect local small businesses who will not be able to compete due to economy of scales & larger negotiating powers of Costco. Costco’s plans to expand its market share by opening more stores are also affecting its sales in existing stores thus affecting their profitability. This is so because customer base is not increasing at the same pace as expected due to economic pressures, a sluggish job market, changing climate conditions, foreign exchange fluctuations, inflation, high energy costs, etc.
The company has established good relationships with most of its customers which has assisted it to create high level of brand and customer loyalty
This allows them to purchase high volume for a lower cost. Bringing over 20,000 products into one convenient location and with over 450 brands they provide a large selection.
Costco’s business strategy is different from their competitor’s in the wholesale retail industry because their purpose is to keep overhead down and pass the savings to their customers. They do this by choosing not to advertise, sell fewer brands and having an innovative approach by having their own manufacturing facilities for a variety of merchandise. Costco does not market their warehouses and their marketing is through word of mouth from current customers who also must have a membership to shop at Costco. When compared to Walmart Costco sells four brands of toothpaste and Walmart sells sixty brands of toothpaste. Costco can buy more for less from the manufacturer of the four brands of toothpaste and pass the savings on to their customers. Costco’s strategy is to sale a limited number of items because this strategy according to (Lutz, 2013) “increases sales volume and helps drive discounts.” Because of Costco’s profitability in the retail market they have managed to continue to be profitable even in an oppressed economy. Costco’s focus is on high-end customers indicated by some of the brands they carry such as Coach Handbags. Costco offers three different levels of membership and is only open to customers who have a membership. Costco’s philosophy is they do not advertise or markup items more than 15% in order to save their customer’s money. These practices lowers the overhead costs and continues passing the savings to the customer. Costco is an international company and has (Costco Wholesale Corporation, n.d.) “462 locations in 43 U.S. States & Puerto Rico; 87 locations in nine Canadian provinces; 25 locations in the United Kingdom; 10 locations in Taiwan; 9...
Customers are able to trust Costco. The company makes sure that people will know the better quality goods that it sells than other companies. The first thing that customers get successful their budget. Many customers or other business will know that their finances would start off growing well. Costco always advertises to customers about their discounts. Customers will have annual to come and Costco, using their member card. They can browse all products Costco will carry. “The Consumer Reports National Research Center surveyed more than 26,000 subscribers about their shopping experiences at 10 of America’s major chains: Costco, JCPenney, Kmart, Kohl’s, Macy’s, Meijer, Sam’s Club, Sears, Target and Wal-Mart.” (Herb Weisbaum)
This section will discuss ratio analysis for the following ratios: current ratio, quick (acid-test) ratio, average collection period, debt to assets ratio, debt to equity ratio, interest coverage ratio, net profit margin, and price to earnings ratio. Depending on the end user which ratio carries more importance, however, all must be familiar with ratio analysis. Details on each company's performance for each of these areas can be found in the attached ratio analysis worksheet.
Costco Wholesale Corporation was an uncommon type of retailers called wholesale clubs. These clubs differentiated themselves from other retailer by requiring annual membership purchase. Especially in case of Costco, their target market is wealthier clientele of small business owners and middle class shoppers. They are now known as a low cost or discount retailer where they sell products in bulk with limited brands and their own brand. The company is competing with stores like Wal-Mart, SAM’s, BJ’s, and Sears.
Promotion: Costco doesn’t have any conventional marketing/ promotion strategies like their competitors as they are not big on advertising. They email and mail their members flyers and product descriptions which help them maintain their customer retention. However, they don’t actively advertise to new customers, primarily relying on their current customers to advertise by word of mouth like Kimberley Peterson, the
Walmart stakeholders like every brick and mortar retailer were concerned with the Amazon apocalypse as more and more retail stores were closing from Target to Macy’s to Sears and thousands of employees lost their jobs. That fear led a lot of traders to hold Walmart stock on short interest as they though that Walmart is going down too as Amazon was a major concern on many stakeholders’ minds from suppliers to customers to investors to banks. However, Walmart adapted to the new game and excelled.
The company had to be the second largest retailer shop in the US; it has many advantages that come along. The customers well acknowledge the company and its brand have been well established.
This essay describes how Costco has undergone evolutionary changes from its inception to present through its value chain model to become a success story. For example, in its distribution system, Costco utilizes the cross-docking technology to help in the conveyance of products in the different locations. This ensures that there are no product delays in the respective markets (Guo, 2016). Accordingly, Costco can attract more customers who prefer the warehousing services provided by the company.
As for the second issue, it seems that Costco’s efforts to become an international company are moving slowly. They have not reached a point where their US and Canadian warehouses provide a backbone for their finances. Costco’s third issue is their expenses, which include merchandising costs and pre-opening expenses, have been increasing steadily and they need to balance this out to keep a positive net income. Analysis: Key Issue #1: Costco has many competitors, with the primary two being Sam’s Club, a wholesale business managed by Walmart, and BJ’s wholesale club. Sam’s Club offers the same services as Costco.
The company has a very good information systems support in being able to make strategic and routine decisions. They research and look into every available option prior to committing to purchasing or contracting with the companies in making sure that they are able to make the best quality product at the lowest costs.
Apple’s debt to equity ratio is not very high compared to the industry average of 2.23. The Debt to Equity Ratio of 2014 is 1.08, in which the normal ratio should be less than 1. This ratio of 1.08 shows that the company is financing more assets with debt than equity. In spite
Rondo's Current Ratio is a steady at 2.0 compared to the industry average of 1.4. This indicates the company will not have a problem covering its current liabilities. Rondo's quick ratio is also steady at 1.4. The company can cover its short-term debt 1.4 times over without selling off its inventory. Rondo's performance is good in this area.
Thirdly, the company is committed to delivering superior quality of products and services. It earned a reputation of a convenient and reliable brand that offers the lowest prices, one of the fastest and lowest shipping, widest selection of goods, and many additional features with its services.