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Final&Project&Microeconomics Dr.&Shereef&Ellaboudy
The&following&are&the&only&choices&for&your&final&project,&which will&be&due&on
Thursday& June&4th, 2015 by&08:00&am time&posted&on&blackboard
Final&Project Choices:
1J Project
Introduction!
Answer! the! following!7 questions! for!a publically!traded!company in!a!major!stock!
market.!!The!choice!of!company!is!up!to!you.!However,!you!should!avoid!firms!in!the!
airline!industry and!personal!computer!manufacturers!since!many!of!the!classroom!
examples!will!involve! these!companies.!!!Although! this!assignment!is!not!due!until!
June!4th,!you!should!begin!to!work!on!it!immediately.
Recommended&Information&Sources&
Research!Insight!(RI).!!!
This!database!from!Standard!&!Poor’s!offers!up!to!20!years!and!up!to!48!quarters!of!
historical! financial! information! on! public! US! and! Canadian! companies.! ! Files!
containing!key!variables!extracted!from!RI!are!available!on!Blackboard.!!!
SEC’s!Edgar!Database!
The! Securities! Exchange! Commission! (SEC)! (http://www.sec.gov/edgarhp.htm)!
maintains!a!database!of!SEC! filings!by!public!companies.!!The!10WK!reports!contain!
much!of!the!same!information!found!in!annual!reports!and!will!be!the!most!useful!
for!this!assignment!
Yahoo!! Finance Company! and! Fund! Index.! ! Offers! company! profiles,! financial!
information,! and! links! to! a! range! of! resources.! (Start! with! the! “Profile”! link.)!!!
http://biz.yahoo.com/i/! other major! web! portals! such! as! MSN! Money!
(http://moneycentral.msn.com/home.asp) offer!similar!resources.!
Term!Project!Questions!
1!Identify the!subject!of!this!report!by!company!name!and!location.!!!
2!Identify the!firm’s!primary!industry!by!name,!its!Standard!Industrial!Classification!
(SIC)!code.
2
Sources&of&information&
RI!
OSHA’s!search!page!for!SIC!codes!(http://www.osha.gov/oshstats/sicser.html)!!
U.S.!Census!Bureau’s!site!on!the!North!American!Industry!Classification!System.!!
Includes! listings! of! NAICS! codes! and! a! history! of! its! development.!!
(http://www.census.gov/epcd/www/naics.html!).!
3! Describe the! firm’s! customers! (Households,! businesses,! schools,! governments,!
etc.)!!To!what!extent!does!the!company!depend!on!international!customers?!!
Sources!of!information!
Company’s!web!site!and!Annual!Reports,!10Ks!
!!
4! What are! the! major! determinants! of! demand! for! the! firm’s! primary! product?!!
Explain! your! choice! of! variables.! If! necessary,! describe! how! determinants! differ!
across!customer!segments.!!!What!observable!variables!might!this!company!use!to!
detect! changes! in! these! determinants! of! demand?! ! ! (Observable! variables! are!
measures! that! can! be! tracked! over! time! to! detect! changes! in! demand! conditions.!!
Be! specific.)! ! You! should! also! determine! if! sales! are! cyclical! and/or! seasonal.! ! To!
determine! if! sales! are! cyclical,! examine the! pattern! of! company! sales! over! the!
business!cycle.!
Sources&of&information&
RI!!
Company’s!web!site!and!Annual!Reports!!!
Trade! organizations:!
http://www.yahoo.com/business_and_economy/organizations/trade_associations/!!
GDP! data! are! available! from! the! Federal! Reserve! Economic! Database! (FRED)!
http://research.stlouisfed.org/fred2/!!
!!
5!Recall that!price!elasticity!is!a!function!of!(1)!the!number!of!available!substitutes,!
(2)! the! price! level! relative! to! customers’! budgets,! (3)! and! the! durability! of! the!
product.! ! Describe! these! factors! for! the! firm’s! primary! product.! ! Based! on! this!
analysis,! does! the! firm! face! elastic! or! inelastic! demand! with! regard! to! its! primary!
product?!!!
6!How would!you!describe!the!market!structure!of!the!industry!in!which!your! firm!
operates?!!To!arrive!at!an!answer!you!should!discuss!(1)!the!number!of!competitors,!
(2)! product! similarity,! (3)! barriers! to! entry,! and! (4)! the! importance! of! nonWprice!
competition.!!(Be!sure!to!define!the!geographic!nature!of!the!market.!!Is!the!market!
best!described!as!local,!national,!or!international?)!!How!much!pricing!power!does!
the!firm!have?!!Are!economies!of!scale!a!barrier!to!entry!in!this!industry?!!
3
Sources&of&information&
RI!!
Factiva,!Mergent!
Company’s!Annual!Report!
Concentration! Ratios! from! the! 1997! Economic! Census:!!
http://www.census.gov/epcd/www/concentration.html!
7!Calculate the!company’s!sales!and!profit!growth!rates!for!(1)!the!past!year!and!(2)!
the!past!three!years.!!Do!the!same!for!the!firm’s!rivals!(firms!with!the!same!industry!
classification).! ! Has! the! firm’s! growth! rates! matched! its! rivals?! ! Summarize! the!
company’s!performance!relative!to!the!rivals?!
Sources&of&information&
RI!W Use the!variables!“Net!Sales”!and!“Net!Income”!for!revenue!and!profit.!!!!!
Annual!Reports!
A&note&on&documentation
The!paper!should!not!be!less!than!10!pages!typed!double!spaced!and!no!more!than!
20!pages.
You!should!document!print!and!online!information!sources.!!No!one!formatting!style!
for!online!sources!is!universally!accepted!but!you!can!use!the!following!examples!as!
guidelines.! ! You! can! also! find! more! information! on! the! SDSU! library! web! page!
(http://infodome.sdsu.edu/research/guides/cite.shtml).!!!
Examples:!!
Author.!(Year).!Title,!Type!of!medium.!Publication.![Protocol].!Available:!Site![Access!
date].!!
Pine,! Art.! ! (1998,! August! 8).! U.S.! Creates! Jobs! at! Moderate! Pace! in! July! [Online].!!
Available:!http://www.latimes.com/HOME/NEWS/BUSINESS/t000072187.html.!!
BankAmerica! (1998)! 1997! Annual! Report.! [Online].! Available:!
http://www.bankamerica.com/batoday/annual_tos.html.!

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