Financial statement analysis WHSmith.

Task: Compile a report covering following areas:
COMPANY WHSmith: must present calculations of the past 2 years ( 2013 and 2014)
1) key activities and brief description of its business model (strategy)
2) An evaluation of its profitability from both management(profitability measures) and equity investor(investment measures) perspective
3)An evaluation of its financial position from both a short term(liquidity) and long term (gearing) perspective
4)An evaluation of its cash flow(CFPS)and profit(EPS)
5)A concluding summary that briefly evaluates the overall performance and position of the business, against its stated strategic objects
Guidance Notes:
Your reference source will be the latest Annual report and accounts of your chosen company, which can be downloaded from the investor relations section of the company website(though a Google search should give you a direct link to the Annual report). Note that is the Annual report that you must use, not the half-year(interim) statements.
You must show all calculations and identify the source and location of the data. You are recommended to include the calculations as an appendix and compile a table of the results for each analytical section of your report. You must define all measures used and be particularly careful in the labelling of results.
We are looking for the trend as well as the absolute result so you must produce calculations for the past two years.(no longer time series is needed)
You May not use or quote ant calculations published in the report(the formula used may differ from yours and they never publish their formulas.
Be selective in the measures that you use. Make sure they tell a story about your business.
Whilst credit will be given for the accurate computation of any appropriate measures selected, the primary focus should be on their analysis and interpretation within the wider industry and market contexts.
Please submit in Arial, font 12.
Make Sure its Harvard Refrenced!!