Chapter 17: Alternative views of performance measurement
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- expanding the business too quickly without the cash resources/capital to
finance the expansion: this is ‘overtrading’ (15 marks)
- excessive borrowing from banks and high gearing (15 marks)
- ‘the big project’: undertaking a large and risky project, which subsequently
fails (15 marks)
Argenti suggested that a satisfactory score for mistakes made is 15.
Symptoms of failure. Symptoms are evidence of a position that is getting worse,
but they are not the actual cause of the company’s problems. Symptoms include:
- financial ratios getting worse, normally in the two years leading up to failure
(4 marks)
- creative accounting: the use of ‘window dressing’ in the financial statements,
to make the financial position appear better than it really is (4 marks)
- non-financial signs, such as frozen salaries for management, postponements of
necessary capital expenditure, falling market share, increasing rate of staff
turnover (3 marks)
- ‘terminal signs’ just before failure occurs: these are both financial and non-
financial indicators showing even a casual observer that the company will
soon fail (1 mark).
The overall ‘pass mark’ is an A score of 15 or less. Companies with a higher score
should be concerned for their future and should consider measures that may be
necessary to prevent failure in the future.
Other symptoms of failure
There is a wide range of non-financial as well as financial factors that could be an
indicator of risk of financial failure. These may be grouped into:
Company-specific factors, such as poor management, reliance on a single
customer or a small number of customers or customers concentrated in a specific
industry or region, reliance on a single supplier, the level of diversification of the
business, or a qualified audit report
General characteristics, such as the nature of the industry in which the company
operates
Environmental factors, such as the condition of the economy and the business
cycle, and the availability of credit.
It has also been suggested that the fundamental reasons for failure may be
explained as:
Poor business planning. ‘If you fail to plan, you plan to fail.’ Many businesses
fail because they do not have a clear and well-developed business plan, so that
they know what they are ding and trying to achieve.
Poor financial planning. The main problems are poor cash flow planning and,
in the case of new and small companies, starting out with insufficient capital.
Poor marketing. Companies that fail are often guilty of failing to promote
themselves and their products, and ignoring the competition. In a competitive
market, only those that compete successfully will survive.