On Monday and Tuesday, I wrote about what value investing is and provided an introduction to the price-to-earnings ratio.
Today, I’m going to write about four things that value investors look for beyond a low P/E:
1) Wide economic moats
2) Strong brands
3) Consistent earnings, and
4) A margin of safety
Investors study economic moats, brands, and earnings consistency (and many aspects in addition to them) for the same reason: They want to make sure that the E (earnings) in the P/E ratio stays steady or grows after they buy the stock. In yesterday’s example, we looked at Wal-Mart, which had earnings per share of $3.43 in the last twelve months. That gave it a P/E of 14.5, which was below that of its industry and of the S&P 500.
But what if those earnings per share dropped sharply after you bought the stock? Let’s say they dropped by 30%, which doesn’t look that unreasonable in this economy. Instead of $3.43, Wal-Mart’s earnings would be about $2.40. A stock that you bought at a P/E of 14.5 would suddenly have a P/E of nearly 21. And more than likely, the stock price would drop as a result of that.
Studying the factors above helps investors predict whether or not there’s a chance those earnings will erode.
Wide economic moats
A wide economic moat is basically a high barrier of entry into the industry. A mom-and-pop hero sandwich shop, as I talked about a couple days ago, has a very small economic moat. Anyone could start their own hero shop next door and immediately cut into the original store’s business.
That makes its earnings extremely vulnerable. Even though that hero store owner might make $300,000 in one year. If someone started a store on the opposite corner and charged lower prices, he’d likely lose business and have to lower his own prices.
Wal-mart, which is a discount retailer on a massive scale, has a very wide economic moat. To offer the prices that Wal-Mart offers, a retailer would have to buy inventory in bulk, have a huge distribution system with razor-thin expenses, and rent about 100,000 square feet of retail space for each store. That’s not impossible, but it’s unlikely another retailer will enter the business. There is another major retailer that still survives in the space — Target. But Target is a known competitor whose impact on Wal-Mart’s earnings should already be reflected.
Company’s with wide economic moats tend to have low costs, high return on capital, and huge marketshare in their industries.
Now let’s take a look at a company like Research in Motion, the maker of the Blackberry. Research in Motion is basically in the communications business–its device lets you view emails on your cell phone and send them instantly between devices or to computers.
At one time, it might have looked like such a network was unique and had a wide economic moat. But now, pretty much every phone maker out there is putting out a “smart phone” designed to attack the very same business Blackberry has relied on. The iPhone has already been a major entrant into the scene. While Research in Motion’s earnings per share was $3.11 in the last twelve months, it seems unlikely that they can maintain that as the iPhone’s reach expands.
Strong brands
A couple months ago, PepsiCo redesigned many of the major logos of its brands. Some were a success, but there was one overwhelming failure: the redesign of Tropicana orange juice.

Tropicana's new design (left) and its old design.
Instead of the characteristic orange with a straw stuck inside, shoppers saw a slicker, toned down version that some people complained looked like a generic brand. The result? Tropicana orange juice sales plunged 20%. Needless to say, they’re returning to the old design.
A company with a strong brand has an emotional connection with the consumer. They look for the characteristic metallic red cans and cursive writing that signify a can of Coke or the slick white or silver designs that mark an Apple product. Brands develop overtime and can’t easily be replaced by a competitor.
Coke and Apple, as mentioned, are easy examples of companies with strong brands. They don’t necessarily have to have a well-recognized brand among the general populace. Cemex, while not the most well-known company among the general populace, is certainly known by construction companies that purchase their cement.
Young companies, of course, don’t have that brand recognition, which makes their business more vulnerable to competitors.
Strong normalized earnings
If you just look at the current P/E of a company, all you’re really getting is a snapshot of how the company performed at a moment in time. For mature companies, many investors like to look at something called “normalized” earnings rather than the earnings of the last year.
Earnings that are normalized are averaged over time. So instead of looking at a company’s 2008 earnings, you look at its average earnings for 2004 through 2008. By looking at a longer time period, you smooth out the peaks and valleys that companies might experience because of a temporary setback or economic cycles.
Take a look at Wal-Mart’s 10-year earnings track record. Over five years, its earnings has averaged $2.60 a year. Over the last ten years, it’s been $1.99. The 10-year average is much lower because Wal-Mart’s earnings grew pretty sharply over that period.
Divide Wal-Mart’s per share price of $48.47 by the normalized earnings, and you get a P/E of 18.6 for the five-year earnings and of 24.4 for the 10-year. To put it in terms of yield, paying $48.47 for a share of Wal-Mart right now would yield you about 5.4% if Wal-Mart’s earnings keep up with its 5-year track record.
The margin of safety
As you can see, all of the things listed above are very subjective. Does Coca Cola have a stronger brand than Pepsi? Is Wal-Mart really invulnerable to a start-up competitor or an expansion of Target? In other words, there’s a very good chance that at least one of your assumptions will be wrong.
The “margin of safety” is supposed to give you leeway in case your estimates are off. By definition, the margin of safety is the difference between the market price of a stock and the “intrinsic value” of a stock.
Let’s say you look a company such as Wal-Mart and decide that the company’s earnings consistency and wide economic moat make an investment in such a company about 5% riskier than the yield you could get in an ultrasafe CD. In other words, given what you know about Wal-Mart, you’re willing to put your money at risk for an additional 5% of return. What do you know? Wal-Mart’s P/E of 14.5, gives you a 7% yield exactly. So you buy the stock at its current price of $48.47.
But, as is likely the case, pretend one of your assumptions about Wal-Mart’s safety was wrong, and its earnings dropped by 10%. Now you only have a yield of 6.4%, below your target. You can’t just sell the company, as its stock price has probably fallen to reflect that.
Your purchase had no margin of safety, and just the slightest error caused it to be a bad investment.
Now let’s pretend Wal-Mart was selling for $40 per share, instead of $48.47. You would have been happy with a 7% yield in Wal-Mart, but at $40 per share, Wal-Mart is actually yielding 8.6% ($3.43/$40 * 100). Your estimate ends up being wrong, and earnings drop 10%. Even with the miscalculation, your yield is still 7.7%, which is well above your target. ($3.09/40 * 100). In fact, at the share price of $40, you could withstand an 18% drop in earnings without passing your target.
That, in a nutshell, is why value investors never want to pay what they calculate as the “fair value” of a stock. They want to pay a huge discount to that.
How big a margin of safety is big enough? As a general rule of thumb, the more uncertain you are about your estimate, the bigger a margin you want. I’d feel pretty confident in my earnings prediction for a company that’s earned exactly $1 per share per year for the last 10 years. Whereas I might not be as confident (and would want a bigger margin of safety) for a company whose earnings wavered between $1 per share and $5 per share in that time period, or for a company who makes a product that could easily being overtaken by the next hot item.
Tomorrow, I’m going to talk a little bit about other ways investors try to value companies and about what’s changed about value investing since Graham and Dodd articulated the process. If you got to the end of this post, congratulations! You’ve read nearly four times more about value investing than I was able to detail in my recent Money article. And really, we’ve only brushed the surface.
Thanks for reading.
- Joe Light