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Strategy Analysis
Week 2
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Industry Overview | 2018
● In 2018 volume sales of cigarettes decline slightly and current value sales rise by 10% to stand at
307.1 billion sticks worth Rp352.3 trillion
● Increased excise taxes and tax structure changes bring mixed results, but higher prices are slowing
volume growth
● HM Sampoerna maintains its leading volume share on the strength of its Dji Sam Soe brand in
2018
● Over the forecast period volume sales of cigarettes are expected to post a Compound Annual
Growth Rate (CAGR) of -1% due to effect of excise tax increase on prices
Euromonitor, July 2019
4
Company Profile
PT Hanjaya Mandala Sampoerna Tbk (HMSP)
5
PT Hanjaya Mandala
Sampoerna Tbk.
HMSP
PT Hanjaya Mandala Sampoerna Tbk (Sampoerna) is an
Indonesia-based company primarily engaged in the
manufacture and trading of clove cigarettes, which are
locally known as kretek. The company produces both
hand-rolled kretek and machine-rolled kretek, utilizing its
manufacturing facilities located in Pasuruan, Karawang,
Surabaya, Malang, and Probolinggo.
Products:
Sampoerna A, Dji Sam Soe, Sampoerna U, Sampoerna Kretek,
Marlboro
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2018
Performance
Based on PT Hanjaya Mandala Sampoerna Tbk’s Annual Report
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2018
Performance
Based on Euromonitor
28,3% 87.047 1
Market Share of Tobacco Million Sticks - Retail Company Rank in
2018 Volume in Tobacco 2018 Tobacco in Indonesia
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PT Gudang Garam Tbk.
GGRM
PT Gudang Garam Tbk is an Indonesia-based company
primarily engaged in manufacturing clove cigarettes, which
are locally known as kretek. Its business is classified into three
operating segments: cigarettes, paperboards, and others. The
company produces a range of kretek, including traditional
hand-rolled kretek, machine-made kretek and low-tar,
low-nicotine variants its manufacturing facilities are located
in several areas in Indonesia, namely Kediri, Gempol,
Karanganyar and Sumenep.
Products:
Klobot, Sriwedari, Djaja, Merah Series
Gudang Garam Series, Surya Series, GG Move
Gudang Garam Signature Mild, Surya Pro Mild, GG Mild 9
2018
Performance
Based on PT Gudang Garam Tbk’s Annual Report
10
2018
Performance
Based on Euromonitor
25,2% 77.456 2
Market Share of Tobacco 2018 Million Sticks - Retail Volume Company Rank in Tobacco in
in Tobacco 2018 Indonesia
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Rivalry Among
Existing Firms
These are the top 5 companies in Cigarettes
Based on Euromonitor
01 | PT HM Sampoerna Tbk
02 | PT Gudang Garam Tbk
03 | PT Djarum
04 | PT Bentoel Internasional Investama Tbk
05 | PT Philip Morris Indonesia
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Rivalry Among
Existing Firms
These are the brand shares of Cigarettes
Based on Euromonitor
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Porter’s 5 Forces
Cigarettes Industry
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Threats of
Substitution
HIGH
Threats of New
Entrants
LOW
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Competitive Advantage
PT Hanjaya Mandala Sampoerna Tbk (HMSP)
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● Offering unique and excellent
quality products.
Sampoerna A-Mild for instance is
known for its good quality in machine
PT Hanjaya Mandala made cigarettes or Dji Sam Soe
provides excellent quality for clove
Sampoerna Tbk. cigarettes.
17
● Diversified Products
As of May 2019, there are four new
brands introduce by HMSP this
year. Philip Morris Bold 12s (SKM
HT), Dji Sam Soe Magnum Mild 50s
and 20s (SKM LT), Dji Sam Soe
HMSP ● Export
The company will also increase
sales in terms of exports. HMSP
DIFFERENTIATION President Director is optimistic that
exports will increase because
starting last year HSMP operates a
new factory in Karawang. HMSP
also began exporting to Japan, as
the 40th export destination country.
(kontan - May 2019)
18
● Maintaining affordable prices
According to RHB Sekuritas' Head of
Research, Hendry Wibowo, there is a
different strategy between GGRM and
PT Gudang Garam
HMSP where GGRM did not increase
prices and focus on increasing market
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Porter’s Four
Corner’s
PT Gudang Garam Tbk (GGRM)
20
Drivers Current Strategy
PT Gudang Dharma
Garam Tbk.
GGRM
Cigarette product innovations that can reduce health risk
Management Capabilities
Assumptions
● The increased in ● Export
excise tax will ● Increased in profit
increase the price of
GGRM products
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PESTLE Analysis
Cigarettes Industry
22
Politic Economy Social
Interdependent
23
Technology Legal Environment
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Conclusions
Politic
There is interdependent relationship between cigarettes companies and government, because the
cigarettes companies need the government to make a profitable regulation and government needs
the cigarettes companies to support Indonesia’s economic growth from cigarettes customs.
Economy
Indonesia’s government is focusing in economic growth, one of the contributor to Indonesia’s
income is cigarettes companies (from customs and exports).
Due to nature of cigarettes companies that needs a lot of labor, it can help to provide workfield, as
we know our unemployment rate is ±5%.
25
Conclusions
Social
Indonesia’s tobacco and cloves farmer usually do not have enough skills and knowledge, so
cigarettes companies can help to empower them through collaboration or their CSR programme.
Indonesian people have the culture that passed through generation, that is smoking, therefore this
condition can help cigarettes companies to be sustain, but the health conscious culture that in
trends nowadays can impact (decrease) the selling of cigarettes.
Technology
Nowadays there is technological advancement that enable cigarettes companies to improve their
production system, reduce their production cost, and innovate more (e.g. flavoured cigarettes).
26
Conclusions
Legal
Indonesia is the country of law, everything that lives and operate in Indonesia should follow the law
including cigarettes companies.
Environment
Due to the highly polluted world, cigarettes companies are forced to comply to environmental
regulation (e.g. AMDAL, CSR), be responsible for their waste through 3R concept (reduce, reuse,
recycle), and use environmental friendly production system.
27
Corporate Strategies
PT Hanjaya Mandala Sampoerna Tbk (HMSP)
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● Well-positioned product
portfolio
PT Hanjaya Mandala ● Product Innovation
Sampoerna Tbk. ● Attract, develop and retain the
HMSP best talent
● Enhance the “go-to-market”
Corporate Strategies business model
● Effective resource management
29
Week 2 Conclusions
In 2018, PT Hanjaya Mandala Sampoerna Tbk has been successful in
implementing their corporate strategies proven by their rank in cigarettes
industry.
30
Sources
EUROMONITOR
Annual Report PT Gudang Garam Tbk
Annual Report PT HM Sampoerna Tbk
https://geotimes.co.id/kolom/ekonomi-politik-bisnis-rokok/
https://finance.detik.com/industri/d-2947821/begini-pentingnya-industri-rokok-bagi-ekonomi-ri
https://www.idnfinancials.com/news/25390/sampoerna-strategies-declining-sales-volume
https://www.cnbcindonesia.com/market/20190802110106-19-89326/terapkan-strategi-berbeda-laba-ggrm-salip-hmsp
https://insight.kontan.co.id/news/simak-strategi-hm-sampoerna-hmsp-tingkatkan-penjualan-rokok-tahun-ini
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Accounting Analysis
Week 3
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Overview
PT Hanjaya Mandala Sampoerna Tbk (HMSP)
33
No administrative sanctions
PT Gudang Garam were imposed on the Company,
Tbk. the Board of Commissioners and
GGRM the Board of Directors by the
capital market regulators and
Legal Liability other authorities.
34
Neither Sampoerna, nor any
PT Hanjaya Mandala member of its Board of
Sampoerna Tbk. Commissioners and Board of
Directors were subject to
HMSP
material administrative
sanctions by OJK or any other
Legal Liability
authorities.
35
PT Gudang Garam
Tbk. Siddharta Widjaja & Rekan
Registered Public Accountant
GGRM 33rd floor Wisma GKBI
28, Jl. Jend. Sudirman
Jakarta 10210
External Auditor Indonesia
2018
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PT Hanjaya Mandala
Sampoerna Tbk. Kantor Akuntan Publik Tanudiredja,
Wibisana, Rintis & Rekan
HMSP Registered Public Accountant
WTC 3
Jl. Jend. Sudirman Kav. 29-31
External Auditor Jakarta 12920
2017-2018 Indonesia
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Steps in Accounting
Analysis
PT Hanjaya Mandala Sampoerna Tbk (HMSP)
38
Manufacturer
Cigarettes
Identify Principal ● Inventory
Accounting Policies ● Fixed asset
● Post employment benefit
HMSP - GGRM ● Related parties transactions
Step 1
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Inventory (LCNRV)
Inventories are required to be stated at the lower of cost and net realisable value (PSAK 14 par 5)
40
Inventory (Weighted Average/FIFO)
For inventory items that are not interchangeable, specific costs are attributed to the specific individual
items of inventory. For items that are interchangeable, PSAK allows the FIFO or weighted average cost
formulas. (PSAK 14 par 18 & 20)
41
Inventory (Weighted Average/FIFO)-Cont.
GGRM 2018: Appropriate
Cost of cigarette finished goods is computed based on average actual production cost, plus cost of
packaging and excise duty ribbons (including VAT and cigarette tax) for cigarettes already packed and
provided with excise duty ribbons. Cost of paperboard finished goods is computed based on average
actual production cost, plus cost of packaging. Cost of merchandise is computed using the FIFO method.
Cost of goods in process is computed based on average actual production cost proportional to their stage
of completion. Cost of raw/supplementary materials, spare parts and factory supplies is computed using
the average method. Cost of excise duty ribbons (including VAT and cigarette tax) is assigned by using
specific identification of their actual purchase price.
42
Inventory (Provision)
HMSP 2018 & 2017:
A provision for obsolete and slow moving inventory is determined based on a review of the future usage
or sale of the individual inventory items. Provisions are written-off as such inventories are sold or
physically disposed of.
GGRM 2018:
Not stated
43
Fixed Asset (Initial Recognition)
Fixed Asset are required to be stated at historical cost less accumulated depreciation and accumulated
impairment losses (PSAK 16 par 30)
44
Fixed Asset (Depreciation Method)
Depreciation method -> straight line method, diminishing balance method, sum of the unit method.
(PSAK 16 par 63)
45
Post Employment Benefit (Steps)
Steps for accounting by an entity for defined benefit plans (PSAK 24 par 53)
46
Post Employment Benefit (Discount Rate)
The rate used to discount post-employment benefit obligations shall be determined by reference to
market yields at the end of the reporting period on high quality corporate bonds. In countries where
there is no deep market in such bonds, the market yields on government bonds shall be used, (PSAK 24
par 83)
48
Related Parties Transaction
HMSP 2018 & 2017: Appropriate
The Group has transactions with related parties, which have related party relationships as defined in
accordance with the SFAS 7. All significant transactions with related parties are disclosed in the notes to
the consolidated financial statements.
Related party terms used are in accordance with Statement of Financial Accounting Standard (“PSAK”)
No. 7, “Related Party Disclosures”. All significant transactions and balances with related parties are
disclosed in the notes to the consolidated financial statements.
49
Common Flexibility
Assess Accounting ●
●
Depreciation policy
Inventory accounting policy
Flexibility ● Estimation of pension & other
post-employment benefits
HMSP-GGRM
Little Flexibility
Step 2 ● Related parties transaction
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● How do the firm’s accounting
policies compare to the norms in the
industry?
● Do managers face strong incentives
Evaluate Accounting to use accounting discretion to
manage earnings?
Strategy ● Has the firm changed any of its
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STEP 3 (HMSP - 2017&2018; GGRM - 2018)
● How do the firm’s accounting policies compare to the norms in the industry?
○ Comply to PSAK
● Do managers face strong incentives to use accounting discretion to manage earnings?
○ Cannot be interpreted
● Has the firm changed any of its policies or estimates? What is the justification?
○ Yes, because there is changed in PSAK
● Have the company’s policies and estimates been realistic in the past?
○ Yes
● Does the firm structure any significant business transactions so that it can achieve certain
accounting objectives?
○ No
52
● The Company’s
Strategies
● Accounting Policy
Evaluate the Quality ● Financial & Non-financial
of Disclosure Performance Discussion
HMSP-GGRM ● Operating Segments
● Bad News
Step 4 ● Relationship with
Investor
53
STEP 4 (The Company’s Strategies)
HMSP GGRM
HMSP has elaborated their strategies in their GGRM in their annual report or their financial
Annual Report. Their Strategies are included in statement did not elaborate their strategies.
five strategic pillars: (1) well-positioned product However, GGRM gave their optimistic view to
portfolio, (2) product innovation, (3) attract, stay competitive in a dynamic market of
develop and retain the best talent, (4) enhance cigarettes.
the ‘go-to- market’ business model and (5)
effective resource management.
54
STEP 4 (Accounting Policy)
HMSP GGRM
HMSP’s Consolidated Financial Statements GGRM’s consolidated financial statements
were prepared in accordance with the have been prepared in conformity with
Indonesian Financial Accounting Standards and Indonesian Financial Accounting Standards
the Financial Services Authority/OJK (“SAK”).
regulations (previously known as Capital Market
and Financial Institutions Supervisory Agency
(BAPEPAM-LK)’s regulations).
55
STEP 4 (Financial & Non-financial Discussion)
HMSP GGRM
HMSP in their annual report describes the In the company's annual report, the directors
company's performance which includes changes discuss about GGRM’s financial performance
in sales, sales expenses, current year profits, which includes any changes from the previous
other comprehensive income, assets, liabilities, year and the reasons for those changes.
and equity owned by the company and changes
in profits obtained.
Management’s Discussion of Financial
Management Discussion & Analysis
Condition & Results of Operations
56
STEP 4 (Operating Segments)
HMSP GGRM
The chief operating decision-maker is of the GGRM’s operating segment reporting of the
view that the Group operates in one operating Company and subsidiaries is based on business
segment, i.e. manufacturing and trading of segments that consist of cigarettes, paperboards
cigarettes. and others.
57
STEP 4 (Bad News)
HMSP GGRM
Neither Sampoerna, nor any member of its No administrative sanctions were imposed on
Board of Commissioners and Board of Directors the Company, the Board of Commissioners and
were subject to material administrative the Board of Directors by the capital market
sanctions by OJK or any other authorities. regulators and other authorities.
58
STEP 4 (Relationship with Investors)
HMSP GGRM
HMSP has disclosed all of the information GGRM has disclosed their information regarding
regarding their Group in form of an Annual their Group in form of an Annual Report that
Report that can be accessed by all of their can be accessed by all of their stakeholders.
stakeholders.
59
● Unexplained changes in accounting, especially
when performance is poor
● Unexplained transactions that boost profits
● Unusual increases in accounts receivable in
relation to sales increases
● Unusual increases in inventories in relation to sales
Step 5 ●
●
Unexpected large asset write-offs
Large fourth-quarter adjustments
● Qualified audit opinions or changes in independent
auditors that are not well justified
● Unexplained increases in contingencies and
off-balance sheet transactions
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INDICATOR HMSP GGRM
61
INDICATOR HMSP GGRM
62
INDICATOR HMSP GGRM
64
INDICATOR HMSP GGRM
65
INDICATOR HMSP GGRM
Related-party transactions or
transactions between related No indications No indications
entities
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Beneish M Score
Supporting evidence regarding red-flags
PT Hanjaya Mandala Sampoerna Tbk (HMSP)
67
HMSP - 2017
Conclusion
PT. Hanjaya Mandala Sampoerna Tbk is not
likely to have manipulated their earnings
Parameter:
<-2,22 not likely
>-2,22 likely
68
HMSP - 2018
Conclusion
PT. Hanjaya Mandala Sampoerna Tbk is not
likely to have manipulated their earnings
Parameter:
<-2,22 not likely
>-2,22 likely
69
GGRM - 2018
Conclusion
PT. Gudang Garam Tbk is not likely to have
manipulated their earnings
Parameter:
<-2,22 not likely
>-2,22 likely
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Undo Accounting Both HMSP & GGRM
Distortions do not need to recast
HMSP-GGRM their financial
Step 6
statements
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Financial Statement
72
HMSP - 2017
73
Balance Sheet
HMSP - 2017
74
Balance Sheet
HMSP - 2017
Cont.
75
Profit/Loss
HMSP - 2017
76
Profit/Loss
HMSP - 2017
Cont.
77
Changes in Equity
HMSP - 2017
78
Cash Flow
HMSP - 2017
79
Cash Flow
HMSP - 2017
Cont.
80
HMSP - 2018
81
Balance Sheet
HMSP - 2018
82
Balance Sheet
HMSP - 2018
Cont.
83
Profit/Loss
HMSP - 2018
84
Profit/Loss
HMSP - 2018
Cont.
85
Changes in Equity
HMSP - 2018
86
Cash Flow
HMSP - 2018
87
Cash Flow
HMSP - 2018
Cont.
88
GGRM - 2018
89
Balance Sheet
GGRM - 2018
90
Balance Sheet
GGRM - 2018
Cont.
91
Profit/Loss
GGRM - 2018
92
Changes in Equity
GGRM - 2018
93
Cash Flow
GGRM - 2018
94
Overstated/Understated
Assets & Liabilities Possibilities
PT Hanjaya Mandala Sampoerna Tbk (HMSP)
95
Assets
HMSP - 2018 Possibility:
Understated
● Higher depreciation expense
Fixed Assets ● Higher accumulated depreciation
● Understatement of assets
96
Related Parties
Transactions Possibility:
Overstated
HMSP - 2018 ● High amount transaction in crucial
accounts, such as account receivables,
sales, etc.
97
Liabilities
HMSP - 2018 Possibility:
Overstated
● There is actuarial loss
Post-Employment
Benefits
98
Assets
HMSP - 2018 Possibility:
Understated
● Higher depreciation expense
Fixed Assets ● Higher accumulated depreciation
● Understatement of assets
99
Assets
Possibility:
GGRM - 2018
Understated
● Higher depreciation expense
Fixed Assets ● Higher accumulated depreciation
● Understatement of assets
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Week 3 Conclusions
Based on our data, we can conclude that either HMSP or GGRM already
present their information fairly (they have got unqualified opinion from
their independent external auditor).
HMSP and GGRM is not likely to manipulate their Financial Report based
on Beneish M Calculator.
101
Sources - Week 3
ANNUAL REPORT:
Annual Report 2018 PT Gudang Garam Tbk
Annual Report 2018 PT HM Sampoerna Tbk
Annual Report 2017 PT HM Sampoerna Tbk
FINANCIAL REPORT:
Financial Report 2018 PT Gudang Garam Tbk
Financial Report 2018 PT HM Sampoerna Tbk
Financial Report 2017 PT HM Sampoerna Tbk
102
Financial Analysis
Week 4
103
Financial Statement
104
HMSP - 2017
105
Balance Sheet
HMSP - 2017
106
Balance Sheet
HMSP - 2017
Cont.
107
Profit/Loss
HMSP - 2017
108
Profit/Loss
HMSP - 2017
Cont.
109
Changes in Equity
HMSP - 2017
110
Cash Flow
HMSP - 2017
111
Cash Flow
HMSP - 2017
Cont.
112
HMSP - 2018
113
Balance Sheet
HMSP - 2018
114
Balance Sheet
HMSP - 2018
Cont.
115
Profit/Loss
HMSP - 2018
116
Profit/Loss
HMSP - 2018
Cont.
117
Changes in Equity
HMSP - 2018
118
Cash Flow
HMSP - 2018
119
Cash Flow
HMSP - 2018
Cont.
120
GGRM - 2018
121
Balance Sheet
GGRM - 2018
122
Balance Sheet
GGRM - 2018
Cont.
123
Profit/Loss
GGRM - 2018
124
Changes in Equity
GGRM - 2018
125
Cash Flow
GGRM - 2018
126
Standardized Financial
Statement
PT Hanjaya Mandala Sampoerna Tbk (HMSP)
127
Balance Sheet
128
Balance Sheet (Cont.)
129
Income Statement - by function
130
Income Statement - by nature
131
Standardized SCF - Direct
132
Standardized SCF - Direct (Cont.)
133
Ratio Analysis
PT Hanjaya Mandala Sampoerna Tbk (HMSP)
134
HMSP GGRM
2017 2017
2018
2018
136
Ratio Analysis (Cont.)
137
Ratio Analysis (Cont.)
138
Ratio Analysis (Cont.)
139
Ratio Analysis (Cont.)
140
Cash Flow Analysis
PT Hanjaya Mandala Sampoerna Tbk (HMSP)
141
Cash Flow Analysis
142
Week 4 Conclusions
In 2018, operating cash flow for HMSP is positive and tends to increase
compared to 2017. Operating cash flow for GGRM is also positive but it
tends to decrease compared to 2017.
143
Week 4 Conclusions
In 2018, operating cash flow for HMSP is positive and tends to increase
compared to 2017. Operating cash flow for GGRM is also positive but it
tends to decrease compared to 2017.
144
Prospective Analysis: Forecasting
Week 5
145
Assumptions
PT Hanjaya Mandala Sampoerna Tbk (HMSP)
146
Macroeconomic Assumption
● Economic growth
In 2018 economic growth was 5.17%, higher than 2017 of 5.07%. 2019 target of 5.3% (2019
APBN)
● Inflation
Inflation in 2018 is 3.13%. 2019 target 3.1%
● Exchange rate
The exchange rate of the rupiah against the dollar in 2018 at 13,882. The 2019 target is 14,400
147
Industry
● Excise Tax
Excise tax will increase 23% in 2020
● Consumer Preferences
Middle and upper consumer preferences tend to shift to healthier cigarettes
● Anti Tobacco Campaign
The cigarette industry is often hit by overly publicized propaganda
● Framework Convention on Tobacco Control (FCTC)
The FCTC is accused of aiming to kill IHT, because in FCTC, there are 38 articles that explicitly
regulate the prohibition of the distribution of tobacco products
148
Company Assumption
● Distribution Channel
The company sells and distributes cigarettes through 106 sales offices and distribution centers of
the Company and 33 exclusive zonified distributors (EZD) throughout Indonesia, with 7 (seven)
zone representative offices
● Affiliation with Foreign Company
The company has a main parent entity related to financing, namely Phillip Morris International Inc.
● More secure financing
The company has a low ratio of total liabilities to total assets and debt to equity reflecting the
capacity of the Company who are strong in financing their growth using their own sources of funds
and own equity
149
Sales Growth
In 2016, HMSP experienced a significant sales increase of 7.18%.
For 2017 and 2018, HMSP sales always increase. But, the increase in 2017
(+ 3.80%) is relatively below compared with 2016 sales.
150
Margin NOPAT
In 2017, HMSP Net Operating Profit After Tax (NOPAT) was decreased by 0.60%, while in 2018 it
was actually increased by 5.15%.
151
Working Capital to Sales
HMSP's working capital consists of (1) operating cash, (2) trade receivables, (3) inventories, (4) trade
payables, and (5) other current assets and liabilities. In 2018, days’ receivables was 13 days which is a
constant from previous years, and days’ payables was 12 days which decreased by 1 day from previous
years. Because the changes are not significant, it is assumed that this ratio remains for the next 3 years.
Meanwhile, days’ inventory in 2018 decreased from 88 days to 68 days (-22.36%). This indicates that
trade bar sales are more effective, but can also be influenced by the amount of inventory that has
decreased due to a decrease in the amount of production (due to falling demand). In the future, it is
predicted that the days ’inventory will decrease but there will be a slight increase in 2019 due to SPM
excise taxation.
Lastly, because there is no further information, the average operating cash and current assets / other
short-term debt are assumed to be constant.
152
Non Current Asset to Sales
Non-current non-operational assets of HMSP decreased during 2017 (- 3%), but
increased in 2018 (6,48%).
153
Non Operating Investment
In 2017 & 2018 there was a decrease in non-operational investment due to a decline
in the value of investment properties. It is assumed that going forward, the value of
investment in associates is constant while the value of investment property
decreases (due to depreciation), so that overall investment assets will decline by an
average of 2% per year.
154
Capital Structure
From 2016-2018, the debt to equity ratio is HMSP 0. This is because since
2015, the company no longer uses loans as a form of financing. This
full-equity financing policy is assumed to be constant for the next three
years.
155
Forecasting
PT Hanjaya Mandala Sampoerna Tbk (HMSP)
156
Forecast Assumptions
157
Condensed Forecast
158
Thank you.
159