ups advisor,
Your argument that we are making poor decisions if we invest without a full service broker would really be more convincing if proved your superior knowledge by giving some advice instead of asking generalized questions.
You wanted to know why I mentioned clx...
Since clx has a market cap of $8,444MM it is a small cap stock so it would be a canidate to diversify a heavily large cap portfolio.
What is the company's Return on Equity? Why is it important?
Return on Equity (ROE) measures how well a company generates income on its shareholders investment. (Note that it is not the return on the company's stock.) In its simplest form, ROE reflects a company's profit margin, its efficiency in the use of assets, and its financial leverage. In general, look for a return on equity higher than the industry average, indicating that the company is generating higher income on shareholder investment.
Return on Equity (Provided by S&P)
CLOROX CO Industry Market
122.7% 29.4% 13.7%
Is the company Profitable?
Profitability largely depends on a company's marketing strategy, cost efficiency, and competition. In general, look for companies with higher profit margins than the industry average. There are exceptions to this general rule. For example, some new businesses may sacrifice short-term profits in order to invest in future growth.
Profit Margin (Provided by S&P)
CLOROX CO Industry Market
8.3% 9.1% 5.9%
How well is the company managed?
Consider return on assets and sales per employee. Return on assets (ROA) measures how well a company generates income on its assets. Look for companies with higher ROAs than the industry average.
Return on Assets (Provided by S&P)
CLOROX CO Industry Market
7.5% 9.9% 2.7%
Also, examine sales per employee, which measures the productivity of a company's workforce. This is especially important when evaluating a business with fewer physical assets, such as a financial services or software company. In general, look for companies with higher sales per employee than the industry average.
Sales per Employee (Provided by S&P)
CLOROX CO Industry Market
$-- $636,400 $284
What is the company's debt strategy?
The debt-to-equity ratio measures a company's financial leverage. Different industries tend to have different levels of debt. Therefore, compare a company's debt-to-equity ratio to its industry. If it is dramatically different, it may signal a red flag. If it's too high, the company may be in financial trouble. If it's too low, the firm may be missing an opportunity to increase returns for shareholders. Why?
Debt-to-Equity (Provided by S&P)
CLOROX CO Industry Market
2.6 0.7 0.8
By the way, I don't own this stock but was considering it for the future. Happy Investing!