4. Compare Kellog's Performance to the industry

A. Look at Growth

i. Sales growth for the last quarter vs. the same quarter a year ago

a. What is Kelloggs?

b. What is it for the industry?

c. How does Kellogg compare?

ii. Net Income Growth for the last year vs. year ago

a. What is Kellog's?

b. What is it for the industry?

c. How does Kellogg compare?

B. Look at Profitability

i. Net Profit Margin

a. What is Kellog's?

b. What is it for the industry?

c. How does Kellogg compare?

C. Look at Management Effectiveness in the middle of the page:

i. Return on Equity

a. What is Kellog's?

b. What is it for the industry?

c. How does Kellogg compare?

KEY STATISTICS GROWTH PROFITABILITY PRICE RATIOS Industry Food & Tobacco Growth Rate (%) Company Industry 17.50B 5.60 0.12 4.36 Sales (Revenue) Q/Q (Last Year) 15.00B 4.80 -27.55 2.61 Net Income YTD/YTD (Last Year) 12.50B a 4.00 22.73 26.64 10.00B 3.20 Net Income Q/Q (Last Year) -1.41 7.50B 2.40 Sales (Revenue) 5-Year Annual Average 5.00B 1.60 8.72 Net Income 5-Year Annual Average 2.50B 0.80 3.53 Dividends 5-Year Annual Average 0.00 0 Dec'12 12 13 15 15 16 18 18 18 19 Sales (Revenue) Net Income Earnings per share (Right Axis) KEY STATISTICS GROWTH PROFITABILITY PRICE RATIOS Industry Food & Tobacco Profit Margins (%) Company Industry 105 3.15B Gross Margin 31.99 28.03 90 2.70B Pre-Tax Margin 9.61 7.79 75 2.25B Net Profit Margin 7.25 5.69 60 1.80B 35.34 27.59 Average Gross Margin 5-Year Annual Average 45 1.35B 9.02 8.74 30 0 900.00M Average Pre-Tax Margin 5-Year Annual Average 15 450.00M 7.05 6.58 Average Net Profit Margin 5-Year Annual Average 0 0 0 Dec 12 12 13 15 15 16 18 18 18 19 Net Profit Margin % Tax Rate % EBIT(Right Axis) FINANCIAL HEALTH TRADING STATISTICS MANAGEMENT EFFECTIVENESS Industry Food & Tobacco Key Metrics Company Industry 0.67 Return on Equity % (5-Year Average) 39.49 (41.95) 11.09 (13.51) 0.57 0.48 Return on Assets % (5-Year Average) 5.99 (5.80) 6.27 (5.71) 0.38 Return on Capital % (5-Year Average) 8.81 (8.36) 6.64 (8.03) 0.29 Income/Employee 30.28k 20.79k 0.19 Inventory Turnover 7.23 5.08 0.10 Asset Turnover 0.77 0.80 0.00 Dec'12 12 13 15 15 16 18 18 18 19 Return on Equity % Return on Assets %