amazon company analysis

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Based on the calculations, it is clear that Amazon generated more revenue during 2010 to 2013. The revenue increased from 34.204 billion to 74.452 billion. However, the revenue growth rate dropped from 39.56% in 2010 to 21.90% in 2013, which means that the revenue growth was slowed down during this period. Amazon’s gross margin remained stable during ths same period. These facts indicate that Amazon’s cost of goods sold grew faster than its revenue. The income statement in figuer 1 shows that the net income shrank a lot during this four years, it even hit negative 39 million in 2012. The decline value of net income states that Amazon suffered from low or even negative profit. It’s easy to understand Amazon’s profitability by using return on asset ratio and return on equity ratio. Return on asset gives an idea as to how efficiently company is to generate revenue by using assets. Comparing the ratios, it is obvious that return on asset declined over these years. In 2010, the ROA was 7.07% indicating that every dollar in asset generated about seven cents in profit, which is reletive high compared to that in 2013 where every dollar in asset gererated 0.75 cent. Return on equity generally measures that the amount of profit generate relevant with how much shareholders invest. Amazon had a lower ROE in year 2013 compared to year 2010, which illustrated that every dollar shareholders invested generated lower net income. Morever, in 2012, both ROA and ROE were negative. The reason why Amazon’s profit decreased over recent four years is because that its cost of goods as a percentage of revenue increased. Amazon expanded its digital market to Asia and Europe, which led to a increasing in shipping and packaging cost.
Comparing Amazon wi...

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...old these elements constant, the estimate Amazon’s stock price should be $286.41 to $387.2. Thus, holding other elements constant, the lower the WACC, the higher the stock price. Amazon should lower its cost of capital to maintain or increase the stock price.

Beta measures an asset’s risk relative to the benchmark. Changing the value of beta will lead to a change of cost of capital and WACC. We assume that the value of beta is between 0.7 and 1. If the tax rate, risk free rate and market risk premium were constant, Amazon’s cost of capital would be between 8.6% and 11%. Therefore, Amazon’s WACC should be 8.48% to 10.82%. By using the same numbers that we estimated to calculate stock prices, the stock price would in between $294.08 and $420.11. Therefore, Amazon should decrease beta to increase its stock price if other components are remained constant.
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