Accounting analysis assess. Write about the degree to which the firm's Assignment

Accounting analysis assess. Write about the degree to which the firm's accounting reflects the underlying business reality - Assignment Example The revenues of the Myer Holdings have been increasing steadily since 2010 unto 2012 when the income earnings after tax stabilize. Income after tax rises by a small percentage but later starts to decline steadily in the year 2014. The net profit after tax was increasing positively over the few years but still lower compared to David Jones, the company’s chief competitor. This is noted in the year 2014 when the company sales have reduced. For instance, the entity has an experienced underinvestment recently thus lowering the EBIT in the year 2014. The recent developments are expected to raise the company revenues from $ 2891.7 million in 2014 to3.324.4 million by 2020 (Appendix 4). The selling expenses in the year 2014 will increase from the 783800 to 811718. In the same year, the expenses increased while the sales decreased thereby lowering the EBIT (Appendix 6). The sales income is currently above $ 2 billion and capitalization of the market of above $ 2 billion (Appendix 4). The reporting standard by the company fails to reflect the true business value. Also, the used report describes the firm’s performance and creation of value on the basis of the 2013 report. (Appendix 4) Over the last two years market price of Myer has reduced from 21.8 to 16.8 thereby diluting the share earnings (Appendix 4). This portrays a negative performance of the company in the last year. The company has also diversified its investments. It has sourced goods and speeded the importation directly. The firm analyzed favors different individuals increasing the share of the market to the different customer. The savings and investments of the company increased steadily over the three years from 2010 but declined in the year 2014. (Appendix 6) To start with, the firm is dealing with products that comprise of clothing, hardware, cosmetics, general merchandise among others. Currently, the firm is operating 67 stores that produce 11 ranges of