1. The competition
2. The product/service offered by the company becoming obsolete
The first example is seen in most of the commodity companies. But some companies which are not in commodity can see the same fate as other commodity companies after some time. The example can be seen in Bharat Forge. For a very long period the company maintained its ROCE and keep growing at a good pace as can be seen in the financial results as below:
Year | Sales | Net Profit |
---|---|---|
2001 | 487.96 | 32.64 |
2002 | 434.45 | 22 |
2003 | 644.95 | 81.09 |
2004 | 851.14 | 124.9 |
2005 | 2001.375 | 201.088 |
2006 | 3085.013 | 250.542 |
2007 | 4275.213 | 290.588 |
2008 | 4751.57 | 301.523 |
Company had an ROCE of more than 25% till 2005. But things started deteriorating after that and now it stands less than 15%. ROCE clearly shows how competition is affecting the business. When you invest in a company for a long term, keep looking at the company's ROCE. If it starts deteriorating, get out of your long term investment.
The second example can be easily seen in some IT company e.g. Moser Bear. The results below shows that the company was making a good amount from its business till 2004.
Year | Sales | Net Profit |
---|---|---|
1995 | 33.8 | 4.2 |
1996 | 42.7 | 8.1 |
1997 | 60 | 10.6 |
1998 | 71.8 | 13.2 |
1999 | 101.3 | 20.4 |
2000 | 154.8 | 44.1 |
2001 | 383.92 | 137.65 |
2002 | 738.96 | 211.66 |
2003 | 1024.6 | 232.92 |
2004 | 1582.39 | 328.83 |
2005 | 1434.85 | 59.79 |
2006 | 1774.97 | -6.4721 |
2007 | 2060.652 | 78.827 |
2008 | 2001.22 | -79.259 |
What happened in 2005? The CD-ROM prices crashed from INR 30 to INR 8. Can you expect this in say HUL's Surf? or Nestle's Maggi? Never ever.
While investing, if people keep in mind these two factors, the investment operation will be very rewarding.