Note: Brown's Ice Cream's revenues are gauged from an analysis of company filings.
Brown's Ice Cream's Income Statement (based on Industry Averages)
$ Millions (Industry Average)
Brown's Ice Cream Revenue (Sales)
Cost of Goods Sold
Salaries and wages
Other Operating Expenses
Total Operating Expenses
EBIT (Earnings Before Interest and Taxes)
Determine whether Brown's Ice Cream grew or shrank during the last recession. This is useful in estimating the
financial strength and credit risk of the company.
Compare how recession-proof Brown's Ice Cream is relative to the industry overall.
While a new recession may strike a particular industry, measuring the
industry and company's robustness during the last recession estimates its ability to weather future recessions.
Market Share of Brown's Ice Cream's Largest Competitors
A competitive analysis shows these companies are in the same general field as Brown's Ice Cream, even though they may not compete head-to-head.
These are the largest companies by revenue. However, they may not have the largest market share in this industry if they have diversified into other business lines.
The "Competition" section of a business plan or investment memorandum would start by analyzing the information about these companies.
Competitive advantage comes from offering better pricing or superior products/service.
These companies are similar in business line and location to Brown's Ice Cream.
While some companies compete with neighboring businesses for customers, other companies may compete to attract skilled employees.
These companies are in the same general field as Brown's Ice Cream and are rapidly expanding. Companies may grow organically or through acquisition. In some cases apparently high growth rates may be caused by data that weren't available in previous years.