Marketing Metrics for Essex Property Trust
marketing metrics for Essex property trust
writer Da Qiu
Contents
1. Introduction 2
1.1 Objectives 2 1.2 Scope 2 1.3 Methodology 2 1.4 Limitations 2
2. Real estate investment trust (REIT) Industry and company’s historical background 3
3. Conceptual framework 4
4. Marketing metrics 6
4.1 Earnings before Interest, Taxes, Depreciation and Amortization (EBITDA) 6 4.2 Profitability metrics 7 4.3 Asset efficiency analysis 9 4.4 Return on equity 10 4.5 Year-on-year growth revenue 11 4.6 Return on investment 12 4.7 Capital structure ratios: 12
5. Conclusion and recommendation 14
6. Appendix 15
7. References 17
1. Introduction
1.1 Objectives
This study aims to figure out Essex Property Trust’s competitive advantage and marketing strategy compared and contrasts with two major competitors by using key financial marketing metrics which used to measure companies’ financial health and success.
1.2 Scope
All the using metrics are calculated based on three years data from 2010 to 2012 in the annual financial reports including balance sheets, income statements and cash flow statements which provided by Essex Property Trust Inc. Via analyzing and discussing the interrelated financial ratios over these three years, the performance and developing trend of Essex Property Trust Inc. Will be measured and understood. Moreover, this study illustrates what the two rivals BRE Properties and Brandywine Realty Trust’s positioning were in property industry.
1.3 Methodology
The companies’ official website has comprehensive information like histories and backgrounds of company, internal and external environment that influencing business running, every detail of financial data and even critical issues. Therefore, it is the most critical resource. In addition, there are other useful methods such as academic reports, journal articles, books and electronic database that provide theoretical
writer Da Qiu
Contents
1. Introduction 2
1.1 Objectives 2 1.2 Scope 2 1.3 Methodology 2 1.4 Limitations 2
2. Real estate investment trust (REIT) Industry and company’s historical background 3
3. Conceptual framework 4
4. Marketing metrics 6
4.1 Earnings before Interest, Taxes, Depreciation and Amortization (EBITDA) 6 4.2 Profitability metrics 7 4.3 Asset efficiency analysis 9 4.4 Return on equity 10 4.5 Year-on-year growth revenue 11 4.6 Return on investment 12 4.7 Capital structure ratios: 12
5. Conclusion and recommendation 14
6. Appendix 15
7. References 17
1. Introduction
1.1 Objectives
This study aims to figure out Essex Property Trust’s competitive advantage and marketing strategy compared and contrasts with two major competitors by using key financial marketing metrics which used to measure companies’ financial health and success.
1.2 Scope
All the using metrics are calculated based on three years data from 2010 to 2012 in the annual financial reports including balance sheets, income statements and cash flow statements which provided by Essex Property Trust Inc. Via analyzing and discussing the interrelated financial ratios over these three years, the performance and developing trend of Essex Property Trust Inc. Will be measured and understood. Moreover, this study illustrates what the two rivals BRE Properties and Brandywine Realty Trust’s positioning were in property industry.
1.3 Methodology
The companies’ official website has comprehensive information like histories and backgrounds of company, internal and external environment that influencing business running, every detail of financial data and even critical issues. Therefore, it is the most critical resource. In addition, there are other useful methods such as academic reports, journal articles, books and electronic database that provide theoretical
References: Atrill, Mclaney, Harvey and Jenner, 2008, Accounting: an introduction, 4th edition, Frenchs Forest, N.S.W. Birt, J., Chalmers, K, Byrne, S., Brooks, A. & Oliver, J, 2010, Accounting: Business Reporting for Decision Making, 3rd edition, John Wiley & Sons Australia, Ltd. Bazley, M, Hancock, P, Berry, A &Jarvis, R, 2004, Contemporary Accounting, 5th edition, Thomson, UK. CEO (2010). Annual report 2010. America: Essex property trust CEO (2010) CEO (2010). Annual report 2010. America: Brandywine property trust CEO (2011) CEO (2011). Annual report 2011. America: BRE property trust CEO (2011) CEO (2012). Annual report 2012. America: Essex property trust CEO (2012) CEO (2012). Annual report 2012. America: Brandywine property trust Dennis, MC, 2010, ‘Business Credit’, The Limitations of Financial Statement Analysis, Vol Farris, PW, Bendle, NT, Pfeifer, PE & Reibstein, DJ, 2010, Marketing Metrics: the definitive guide to measuring marketing performance, 2nd edition, Pearson Education LTD. Mcdonald, M and Mouncey, P, 2009, Marketing Accountability: How to Measure Marketing Effectiveness, first edition, Kogan Page, London and Philadelphia. 2011, Year-over-Year Growth Rate, US Economy, viewed on 15/05/2013, 2012, Operating Cash Flow to Sales Ratio, Business Dictionary, viewed 06/05/2013, 2012, Return On Assets, INVESTOPEDIA, viewed on 02/05/2013, 2012, Return on Investment, Entrepreneur, viewed on 06/05/2013,