Bellway Plc is a holding company with subsidiaries; its main subsidiary company is Bellway Homes.[1] Bellway's principal activity is the construction of houses, bungalows and flats primarily in the private market

Authors Avatar

LUBS 3870 Financial Analysis

Bellway Plc

  1. Induction

Bellway Plc is a holding company with subsidiaries; its main subsidiary company is Bellway Homes. Bellway’s principal activity is the construction of houses, bungalows and flats primarily in the private market mainly on recycled and reclaimed land but also provides properties to housing associations and inner city urban renewal projects. Bellway is involved in three further activities; estates which deals with planning issues and long term strategic land acquisitions, financial Services which offer customers mortgage and insurance products and group administration.

History

Bellway was founded by John T Bell and his two sons in 1946. It now has a market capitalisation of £1,174m and operates in seventeen different geographical areas of the UK and is headquartered in Newcastle-upon-Tyne.

Bellway’s build low-cost homes on disused sites or sites that have been left to abandon, it aims is to not to let any plot of land go to waste.

Construction & Building Material Industry

The construction and building material industry comprise of 35 UK companies and is an ‘industry basket’ of the FTSE Actuaries 350 index. The industry consists of number of different type of companies.

The construction industry is identified as being cyclical and is inclined to follow overall GDP tread.

Over the last five years the industry has experience a significant rise,(See Graph & table)  it has doubled in value. During 2005 economic conditions and rising raw material cost has led to a slow down in the industry.

Bellway’s Position in the industry

Bellway’s is in 173rd position in the FTSE 250 index and is in 5th position by maintaining a strong organic growth in the UK private housebuilder sector. With George Wimpey being the largest housebuilder by unit sales until November 2005 when Persimmon the second largest builder took over Westbury and became the UK housebuilder leader.


  1. Strategic Analysis

Broad Environment

The housebuilding industry has recently experience strong growth, driven by an increasing demand in the market arising because of social and demographic pressures facilitated by lower interest rates; the inability of supply to meet demand, has forced house prices to rise.

Supply is being constrained by heavy restrictions on construction on greenfield sites in an attempt to conserve the environment and regenerate industrial and urban sites. The lack of availability of skilled labour and lengthening planning delays together with the current economic climate largely due to increasing in oil prices, raw material costs, cost inflation in the labour market, terrorist activities and high value of the Sterling  pound, generating uncertainty which is anticipated to lead to an overall slowing in the industry.  

However the government are pushing for annual house construction to rise from 150,000 to 200,000 from 2006 to meet supply and demand. Gordon Brown emphasised the need to ‘bridge the gap’ between the high demand for “houses young people can afford” and the supply of them to build ‘sustainable communities’.

Industry Drivers

Industry has no influence or control over prices or demand making it a highly risk industry controlled mainly by the economy.

It is being driven by strategic consolidation, market penetration and product development by companies resulting in the industry transitioning into the maturity phase of the life cycle.

The demand in the industry is being rallied by the pension crisis stimulating the buy-to-let market, Tv diy programs and new ‘public interest’ law introduced by the government to make hosing more affordable.

The legislations have reduced the stamp duty payable, provide mortgage help and funding to speed planning permission application and permitted property to be included into SIPPs.

The future drivers of the industry will be:

 

Competitors Strategy

Rivalry in the private housing industry is quite high as land is in scarce supply. There is little product differentiation among the competitors for private housing, so they have to compete in other area such as quality, price, brand loyalty, and location.

Therefore successful companies have exhibited a strategy of dominating the market through acquisitions; shifting the industry market structure from monopolistic to oligopoly. No individual company claims 10% of the sector. Acquisitions would reduce competition and supply cost efficient developments by acquiring resource-supply companies, which would lead to better market and product development. It will also build barriers making entrance into the market more difficult.  As the companies would have resource-based advantages and strong-hold dominating particular geographical areas due to the fragmentation nature of the industry.  

This strategy has been adopted by companies such as George Wimpey, Berkeley, and Persimmon who has now became the industry leader and the first housebuilder to join the FTSE 100.

Other companies based on organic growth have taken the strategy of developing creative advertising campaign such as Barrat and Beazer who have successfully employed new intensive advertising and sales techniques.


Bellway’s Strategy


Bellway’s Product Strategy

In a highly competitive market with similar products available, the market becomes saturated and Bellway strong growth in sale is diminishing. Therefore its primary objective is to defend market while maximizing profit. Bellway has reached the maturity phase in its product life cycle.

Bellway has implemented a number of strategies in relation to its product, over the years the strategies have been adjusted in responds to industry and environment.


Bellway’s Strategic Direction

Bellway’s strategic direction will be to develop “The Right Product in the Right Place” at a ‘Value for Money’ while maintaining it organic growth and meeting community expectation.

Brenchmark

It is important to perform a vertical analysis performance against a competitor in the industry to asses weather Bellway’s performance is improving at the same rate.

For benchmark technique to be of any value, comparison of identical companies in the same market and period is required.  It’s impossible to choose an appropriate benchmark as the construction & building material industry very broad; thus each company has a variety of core activities.

Bellway core activity is construction of residential private and social housing. Wilson Bowden would be the most suitable competitor to use, as both companies are UK based focusing the core activities in the same market (regions). A small proportion Bellway’s profit is derived from rental income, whilst Wilson is also engaged in commercial property development. This will distort an accurate assessment, which would question the validity of the results. Procedures have been used eradicate dissimilar aspects however every aspect can not be eliminated.

When judging the performance issues of difference in accounting policies, reporting periods and quality of management need to acknowledged.


  1. Financial Analysis

Trend Analysis

Both companies use the basis of historical cost accounting that assumes that money holds a constant purchasing power (Elliot 1986). It ignores price changes so between 2000-2003 a period of rising prices, profits have been overstated which may lead to excessive distribution of profits that would cause an erosion of operating capacity. Therefore by using a inflation index an ‘true & fair’ reflection is created.

The table is a summary of percentage change in the growth rate through the years.

The cost of sale has increased at a slower rate then turnover, which means that Bellway’s cost control strategy has been successful.

Turnover is affected by house price and the number that are sold. House prices and the number sold have increased every year. In 2002 and 2004 turnover and cost of sale decreased in rate of return from previous years, coherence with decreased rates in cost of sale reflects a slow down in the market, which is echoed in the reduction in consumer confidence. This could be because of the terrorist attacks in the USA in 2001 and the five interest rate rises between November 2003 to August 2004. While PBIT decreased in rate on 2004 it increased by 7.8% rate from 2001. This happened because of the huge increase in the net cash inflow from operating activities, mainly by reduced amounts of stock purchase than in the previous years and debtors.

In 2003 a significant increase in turnover cost of sale lead to a line with significant high profit returns, which occurred because of an exceptional item; disposal of freehold ground rents which injected £2,075,000.

In 2002 & 2003 the rate shareholder fund decreased. In 2002 Bellway had high debts so it reduced capital growth and dividend growth to pay interest. In 2003 Bellway recognised, due to the negative impact of the stock market ‘crash’ in 2002, that it would be more effective to portray high dividends then capital growth to help build and reassure consumer confidence in the market.

Whilst Bellway suffered in 2002, Wilson Bowden was able ‘window dress’ its account in 2002 however they could not maintain this and the negative impact came through in 2003.

A combination of interest rate rises, terrorist attacks and stock market ‘crash’ have affected the industry in 2002 through to 2004.

Segmentation Analysis 

Turnover over the period in the North has increased every year. The number of house sale fell in 2003 and 2004. The turnover was probably supported by the steady rate of growth in house price, which has reached nearly double the value in 2004.

As a direct result of 9/11 terrorist attacks in 2001, the number of house sales decreased in the London regions. Consumers were probably anticipating that London would be the next target. This was also reflected in 2002, which experienced decrease in turnover. The company enforced low price strategies to encourage house sales after 2001 poor house sales.

Apart from 2002 in the South, sale, price and turnover have encountered a steady increase. House prices in the South are more expensive then the North, however the overall gap is getting smaller.

Ratio Analysis

Liquidity Ratios

Current ratio has fallen in 2001 and 2002, due to an increase in bank loans and creditor debt. However, Bellway remain firm above the industry average. The increase in the ratio reflects expansion on development that has increased stock, work-in-progress and number of showrooms to enforce strategic marketing. It portrays to investors that the company faces no problems in meeting short-term liabilities, yet the acid test demonstrate differently. The acid ratio has improved over the year, which indicates financial positions have improved. This is still relatively low against the industry average, which signals possible liquidity problems as Bellway might be able to pay their short term obligations if creditors requested early payment and the company dependant on inventory. Apart from 2001 when the ratio was 0.11, Bellway experienced cash problems, demonstrated by significant reduction in cash-in-hand and the establishment of a £8,980,000 bank overdraft. The cash was required to finance £145,238, 000 in stock.

Join now!

These two ratios can be affected by ‘window dressing’ which involves manipulating the working capital position by accelerating or delaying transactions close to the accounting year-end to give improved figures. Therefore, it is important to assess the overall borrowing capacity of Bellway by evaluating its gearing ratios.

Gearing Ratio

Debt ratio, including short-term borrowings, was 20.59% in 2004 rising from 14.07% in 2000. This is slightly higher then Wilson Bowden meaning that Bellway have trouble paying its liabilities, especially when sales are low and cash is scarce such as in 2001 when cash-in-hand was significantly lower then ...

This is a preview of the whole essay