01 - one ratio result is not very helpful and is limitied so a comparison must be made with other businesses in the same industry (inter-firm comparisons) and another time period of the business (trend analysis)
02 - inter-firm comparison are most effective the companies in the same industry are being compared. financial years end at different times for different businesses. a rapid change in the external economic environment could have adverse impact on a company publishing in accounts in June compared with a January publication of another company.
03 - trend analysis needs to take into account changing circumstances over time that could have affected the ratio results. these factors may be outside the company's control, such as economic recessions.
04 - some ratios can be calculated using slightly different formulae and care must be taken to only make comparisons with results calculated using the same formulas
05 - companies can value their assets in rather different ways, and different depreciation methods could be used that lead too different capital employed total and this affect certain ratio results such as ROCE. deliberate manipulation or window dressing of accounts would make a company's key ratios look more favourable at least in the short term.
06 - ratios can only be measured from numerical data. analysts are now becoming more concerned about qualitative data aspects of business performance. these include, customer loyalty, environmental polices, approaches to human rights in developing countries in the business they operate in.
07 - ratio is a useful analytical tool, but do not solve problems of underperformance. ratio analysis only can highlight problems that need to tackled by managers about failing profitability and liquidity. these problems can be tracked back over time and compared with similar companies. however, ratios alone do not indicate the true cause of business problems. it is up to managers to locate the cause and develop effective strategies to overcome them