Original scientific paper

FINANCIAL RATIO ANALYSIS OF SELECTED PROMOTION COMPANIES

Suzana Keglević Kozjak orcid.org/0000-0003-1931-9161 ; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Danijela Barušić ; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia

Abstract

With the technology development and the modernization of the market it can be noticed that in the revenues structure of global marketing companies an increasing share of revenues is generated by digital advertising. The aim of this paper is to investigate whether the same fact is valid for the marketing companies which operate in Croatia. In addition, financial analysis is carried out to determine the financial stability of the most successful marketing companies. In order to achieve this aim, a sample of ten most successful marketing companies was selected according to predefined criteria from the Register of Business Entities on the website of Croatian Chamber of Economy, for which a financial analysis is then carried out. A sample of this survey is made up of companies with the highest earnings in 2016 and companies whose main activity, according to the National Classification of Activities (NACE Provisions 2007), belongs to M, more specifically in section M 73 - Advertising and Market Research. In the paper the revenues, assets and sources of assets are compared, and financial ratios are calculated for the most successful marketing companies in Croatia. The results show that in the structure of total revenues still dominate revenues that are generated through advertising in the primary communication channels. Revenues generated from digital advertising are still not so significant in the structure of total revenues. Insight into the balance sheets of selected marketing companies shows that among assets dominate shortterm assets, mainly receivables, and among liabilities dominate short-term liabilities, predominantly payables. All except one of the companies in the sample are liquid, and all of them finance their operations mostly by loans. Although all observed companies efficiently operate, it is noticeable that most of them have low profit margins. Therefore, it can be concluded that observed companies need to put a lot of effort in separating themselves from competitors, thus securing market survival.

Keywords

Companies for marketing and market research; financial reports; financial analysis; comparative analysis

Hrčak ID:

234532

URI

https://hrcak.srce.hr/234532

Publication date:

1.3.2019.

Article data in other languages: croatian

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