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Essay / Research Paper Abstract
This 9 page paper looks at Google as a potential investment comparing it with Microsoft. The paper starts by looking at some basic performance ratios and assessing the core activities of the firms. The ability of the firms to withstand an ongoing recession is then assessed. The findings are used to assess which may offer the best investment opportunity. The bibliography cites 8 sources.
Page Count:
9 pages (~225 words per page)
File: TS65_TEgoogmicroi.doc
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Unformatted sample text from the term paper:
the performance of each company, and determine which may provide the best opportunity for investment the two companies can be compared and contrasted. The paper will start by presenting some
of the financial performance ratios and then go on to examine the companies in terms of their core business models and products, an assessment of the financial performance and the
ability to withstand an ongoing recession and consideration of best investment in terms of different investment strategy tools. There are a number of ratios which may be utilised to assess
the performance of a company. The grid below presents ratios that look at the liquidity, profitability, capital structure, efficiency and dividend payouts for both companies to facilitate a comparison, with
the ratios calculated utilising figures from the 2011 performance reported in the 10ks. Microsoft Google Current ratio 2.6 5.92 Return on assets 23.77% 14.93% Return on equity 44.84%
18.66% Debt/equity ratio 0.21 0.05 Fixed asset ratio 8.86 4.37 Dividend payout ratio 2.70% n/a Price earnings ratio 10.42 17.3 Google is well known as an online services provider which
was founded in 1998. To consumers Google is best known as a search engine provider, it is this search engine service that forms the core of the organisations services. Are
the dominance of the company is seen in the fact that Google search engine has an 81.73% share of the global search engine market (Net Market Share, 2012). This high
level of market share facilitates Googles ability to offer other services which generate revenue, the majority of the income derived from the provision of advertising services (Google Inc, 2012). The
largest single market for Google revenue our advertisers located in the United States, which generates 48% of consolidated revenues, the second largest market is United Kingdom advertisers which generate 11%
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