Profitability ratios
Three key ratios measure how well the firm earns profit.
Gross profit margin = (Gross Profit / Revenue) × 100.
What it shows: % of revenue retained AFTER cost of sales but BEFORE expenses. Reflects pricing and direct-cost efficiency.
Net profit margin = (Net Profit / Revenue) × 100.
What it shows: % of revenue retained AFTER all costs. Reflects overall profitability.
ROCE (Return on Capital Employed) = (Net Profit / Capital Employed) × 100.
What it shows: % of capital generating profit. The KEY measure of how efficiently the firm uses its long-term funding.
Capital employed = Owners' equity + Non-current liabilities.
Why ROCE matters. Compare to interest rates and to similar firms. ROCE > borrowing rate suggests the firm earns more than it pays for capital. ROCE > peer average suggests competitive advantage.
Cambridge tip. Mark scheme expects the formula AND the interpretation. 'ROCE = 16%' is half marks; 'ROCE 16% — well above bank borrowing rate of 5%, so capital is generating returns' scores full.
- Gross margin — pricing and direct costs.
- Net margin — overall profitability.
- ROCE — capital efficiency.