Go to Yahoo! Finance, Bloomberg or any other reputable finance database. 1. Choose a company, then choose one of its direct competitors. 2. Next, in Excel calculate these three financial ratios; total asset turnover, profit margin and the equity multiplier. 3. Use these calculations to calculate return on equity. 4. Then, pick a direct competitor of the first company you chose and repeat the process of calculating ROE using the same three financial ratios. 5. Explain what is really driving ROE. Is it operational efficiency, efficient use of assets or how much debt is used to drive profitability for each company. 6. Lastly, compare the two companies and explain why you would invest in one over another