No. 2 daughter is doing a Business Studies A Level and asked me about profitability. I soon realised it's more complicated than I thought.
She has been asked to explain the following and like me she prefers a simple example she can explore rather than read a book.
- Gross profit margin
- Net profit margin after tax
- Return on capital employed (ROCE)
- Return on equity
- Economic margin
- Profit margin
- Markup
- Ebitda
You should be able to work through this OK, but it'll probably make more sense if you do a simple s/sheet yourself......
Easy bit - gross profit is defined as sale price minus cost of sale. The cost of sale can vary depending on how creative your accounts are, but normally doesn't include things like fixed overheads etc. Net profit is usually after deduction of such items. Profit is expressed in pounds, margin is the same thing but expressed as a percentage. Its the percentage of what figure (sale or cost) that catches most people out.
Gross profit margin - gross profit expressed as a percentage of the sale price. In accounting world its normally expressed as: (profit in £s divided by the selling price) x 100. This will give you a percentage. A lot of people confuse it with markup (see below)
Net profit margin after tax - same as above less whatever the tax is (could be corporation tax, sales tax etc.). Just apply a percentage for this example.
Return on capital employed (ROCE) - profit returned as a ratio of the capital in the business. For this example, just use a simple number that represents capital, and a figure to represent profit. If I remember correctly, capital is calculated as assets minus liabilities, and the profit figure is the EBIT number (see below).
Return on equity - almost the same as above, but it represents the return (profit) on a shareholders investment.
Economic margin - don't know this one. Maybe a US term
Profit margin - as gross profit margin but including overheads etc. in the cost value. Should be a lower percentage than gross profit.
Markup - how much you add to the cost price to get the sale price. This is the one that gets people confused. If you're adding a percentage for profit, it goes on the cost price. Not the same as profit margin which is calculated as above. Try the maths - a 20% markup is not the same as a 20 % profit margin.
Ebitda - Earnings before interest, tax, depreciation and amortisation. Again, a load of numbers (or percentages) to take off a profit figure (earnings). Interest and tax are what they say, depreciation can be used to value things like vehicles or equipment (so a 20k car could be depreciated at 25% a year for 4 years so you don't take the full hit in year one). Amortisation is similar to depreciation, you amortise costs over a period - could be something that you buy on day one of a contract that will be used for the full period - you effectively spread the cost across the period that you get the use of the item for.
It's harder to do this when you've not been given any numbers or %ages - I'd start by making the numbers up (sales / cost / markups / taxes etc.) and fix these in reference cells. I wouldn't think anyone will criticise the actual numbers, it's the calcs they'll be looking for.
I think I'll go and lie down now and get ready for the onslaught of replies and corrections......