Question 1 (250 words)
Discuss the following scenario: Staff members from the marketing department of your firm are doing a splendid job selling products to customers. Many of the customers are so pleased that they are also buying shares in the company’s stock, which means that they receive a copy of the firm’s annual report. Unfortunately, questions sometimes arise that the marketing staff members are woefully inadequate at answering. Technical questions about the firm’s financial condition and performance are referred to the chief financial officer, but the director of marketing has asked you to write a memo in which you explain the key elements in an annual report so that marketing representatives are better prepared to respond to questions of a more general nature.
For your initial post, write a clear, concise memo (no more than 250 words) that describes the contents of an annual report so marketing personnel can understand the basic requirements of an annual report. Reference this week’s readings and lecture to help organize and explain your thoughts. In addition, answer the following questions:
Do you think all marketing staff members should be equipped to speak with the public about the firm’s financial matters?
What are some of the benefits of improving employee financial literacy?
Question 2 (250 words)
The financial statement analysis is due in Week Six. To help you begin your preparation of this work, select a company that you will do the analysis of. Write at least a 200 word summary identifying the firm that you selected, summarizing why you selected it, and explaining the items that a financial analyst might find useful within its Annual Report.
Additionally, read the Forbes article: “12 Lessons from the Warby Parkers Annual Report (https://www.forbes.com/sites/rosscrooks/2014/01/30/12-lessons-from-warby-parkers-annual-report/#64dbcc2325f4)” and explain which of these 12 lessons may apply to your company selection.
Question 2 should tie into the Financial statement analysis below (will request in a different post)
Financial Statement Analysis (do not do, just a reference for question 2)
Prepare an eight- to ten-page fundamental financial analysis (excluding appendices, title page, abstract, and references page) that will cover each of the following broad areas based on the financial statements of your chosen company:
- Provide a background of the firm, industry, economy, and outlook for the future.
- Analyze the short term liquidity of the firm.
- Analyze the operating efficiency of the firm.
- Analyze the capital structure of the firm.
- Analyze the profitability of the firm.
- Conclude with recommendations for the future analysis of the company (trend analysis).
10-K Ford Motor Company
Review Ford Motor Company’s Form 10-K (https://www.sec.gov/Archives/edgar/data/37996/000003799613000014/f12312012-10k.htm) for 2012. Explain the purpose of a company’s 10-K and how it interprets the firm’s financial strength. Write a description of three important items, including their significance to stakeholders, that you learned from reading Ford Motors Company’s 10-K for 2012.
Your paper must be two to three pages in length (not including the title and reference pages) and formatted according to APA style as outlined in the Ashford Writing Center. It must include citations and references for the text and at least two scholarly sources from the Ashford University Library.