Based On The Harvard Analytic Framework In Comprehensive Financial Analysis Of Shanghai Jahwa Corporation

The cosmetics industry is an early field of China's opening to the outside world.China's cosmetics market has become the stage of competition for P & G,L'Oreal,Estee Lauder and other multinationals from the 1980 s.The survival of national cosmetics enterprises has become very difficult.China's national cosmetics enterprises how to do to break through the tight encirclement is a very urgent problem now and it must be solved soon.This paper take Shanghai Jawha as the research object which is the most representative of the national cosmetics enterprises.Using Harvard analysis framework which is different from the traditional financial analysis and which has obvious advantages for its financial comprehensive analysis.The entire analysis process include strategic analysis,accounting analysis,Financial analysis and outlook analysis.In the strategic analysis,this paper firstly analyzes the environment which Shanghai Jahwa living in,using PEST analysis and SWOT analysis.On this basis,analyzing Shanghai Jahwa's operation of the strategy.This paper analyzes the accounting policies fistly,and then analyzes accounting estimates,which are used in the key accounting subjects of Shanghai Jahwa,and paves the way for the following financial analysis.In the financial analysis,this paper is based on the Shanghai Jahwa's financial statements from 2013 to 2015.In the foreground analysis,this paper first forecasts the future development of China's cosmetics industry,and on this basis,the development prospects of Shanghai Jahwa are forecasted,and the future development of China's cosmetics industry is forecasted.The demand elasticity model and the Z-score model are used in the analysis.This paper summarizes the problems in the process of management of Shanghai Jahwa and puts forward the corresponding improvement suggestions.The purpose is to help the operators of the enterprise to make management decisions and expect the development of other national cosmetics enterprises in the industry.In this paper,the strategic analysis of Shanghai Jahwa's differentiation strategy is small,the brand segmentation and brand derivation are not in place,but its high R & D investment strategy is worthy of affirmation.In the accounting analysis,Accounting flexibility for earnings management motivation is weak,the financial data quality is high,so the following use of the financial data for financial analysis can be obtained relatively reliable analysis of the results;in the financial analysis found that Shanghai Jahwa's asset-liability ratio is low,Cash ratio is too large,not yet fully attention the financial leverage,and inventory turnover is low,inventory management efficiency is poor,but its high efficiency of fixed asset management,sales costs continue to increase is still worthy of recognition;In the foreground analysis found that Jahwa in the cosmetics industry in the context of great potential for development closely follow the industry trends,and it can have a great future,but still be alert to its future development in the process of the existence of threats and challenges.Therefore,Shanghai Jahwa in the future development process should do brand building form a long-term awareness,innovative marketing methods,improve the talent management system,improve inventory management efficiency.By taking the measures above,Shanghai Jahwa can seek sustainable development.The industry's other ethnic cosmetics enterprises should also be inspired.