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The single best way
to learn about a company is
to read its annual report. Part marketing, and part financial statement,
the annual report may be all revealing if you know how to read it critically.
The average annual report
has nine parts, which are sometimes named differently (for example, the
President's Letter and the Chairman's Letter serve the same function).
Don't get seduced by marketing hype, you are reading an annual report to
assess the profitability, growth, dividends and problems of a company.
Most stock analysts begin
reading the report from the back to skip the marketing fluff and get right
down to the nitty gritty. But we're going to look at the parts in order.
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