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FDLC

Self-Starting Market

Analyst

Traditional Education, Fresh Perspective

Fabian De La Cruz

310-892-4866

Chadrick D. Bray

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Contents About This Report

Market Research: Analyses were conducted on publicly traded

companies for investment purposes. This research led to profitable

decisions.

Disney

Checkpoint & Palo Alto Networks

Apple

Tesla

Skills in Demand: This section covers the top ten skills employers are

looking for.

Conclusion

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Do employers know their job candidates?

The modern business world has increased in scope,

complexity, and uncertainty. The hiring of

employees is an important process for growth, but

the interview process does not provide all

pertinent data to make an informed decision. This

report is filled with information that demonstrates

my competence in a professional setting and will

also provide insight into my character. The

objective is by reading this report, there will be a

better understanding of my capabilities as opposed

to a resume.

In the Market Research section, I discuss some of the information and analytical processes that

were used for my own investment decisions. I believe that this shows I am not only able, but

confident in my own capabilities. This section is time-sensitive to late April 2015.

The following section revolves around a Forbes article, which explains the skills that employers

most want in 2015 graduates. I then explain how my employment history and education have

given me the skills necessary to be a valuable employee.

The final section contains a summary of this report and any closing thoughts.

“This report is filled with

information that demonstrates competence in a professional

setting.”

About This

Report

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A core component of my financial success

hinges upon understanding the influence

risk aversion has on investors. The more

risk averse someone is, the more likely

they will behave cautiously. In the stock

exchange, risk averse behavior would be

represented by less purchasing and

increased selling of stock shares

contributing to a lower share price.

The entire population does not consist

solely of risk averse people. There are

those who enjoy risk in varying degrees.

However, more people are risk averse

than risk loving (Halek, & Eisenhaur, 2001)

see figure 1. The larger risk averse group is

influenced by good news, but puts a greater weight on negative news.

There were different sources and methods that helped influence accurate predictions

about whether a company’s share prices would increase or decrease. I examined official

earnings reports, information my partners have sent me, as well as articles discussing

new technologies, developments, purchases, etc. The eclectic information collected not

only provided me a view into the current value and future potential of a company, but

also gave insight into the perception many investors held about the company. As stated

previously, this information is time-sensitive to late April 2015.

Market Research

Risk Loving

Risk Averse

Figure 1

Blue triangle represents population

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Disney

There is a trend between increased

share prices and high-profile film

releases. When the release of

Avengers: Age of Ultron was on the

horizon, it was set to open higher

than Marvel’s The Avengers, which

holds the record for the highest

opening weekend at $207,438,708.

Due to the acquisition of Marvel’s

stocks by Disney, Disney’s shares

would see the benefit of Avengers:

Age of Ultron’s success.

Disney’s shares had seen growth

from the success of the first

Avengers. Given the fact that the

second installment in the franchise

was set to perform as well as the first, if not better (Busch, 2015), the probability was high the

share would rise, including the possibility of negative news being released regarding Disney in

this time period.

Other good news revolved around the fact that the company’s shares had been steadily rising.

This had been driven in large part by the continuous increase in Disney’s earnings see figure 2.

Since investors had responded positively to earlier announcements of their upcoming movie

lineup, and the unlikelihood of negative news which would lower the value of the company,

multiple shares were purchased and yielded a profit.

Checkpoint & Palo Alto Networks

Check Point’s shares had been driven to their highest point since 2001, due to the increased

frequency of cyberattacks. In a world where cybersecurity is becoming increasingly important,

Check Point represents a field that is expected to continue growing. The data leaks from

companies like Sony Pictures and Target served to highlight the importance and demand for

cybersecurity. Investors viewed it as a steady rise and Check Point had been actively evaluating

their services in order to compete against young competitors like Palo Alto Networks. The

changes Check Point had made in their company gave investors renewed confidence in Check

Point’s ability to compete and thrive (Coppola, 2015). This had turned the business’s sole

negative, the lack of adaptation, into a nonissue. As a result, Check Point shares had risen 22

percent in the past year. Predictions estimated Check Point sales would continue to grow 8.4

9,000

12,000

15,000

DIS Q2 2014 DIS Q3 2014 DIS Q4 2014 DIS Q1 2015

Disney Earnings in Millions

Earnings

Figure 2. See references for information about figures

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percent. While the price of shares had received dips over the previous three months, the

general trajectory was continued growth. Their history, in addition to their announcements

indicated Check Point would result in long-term profit and thus, multiple shares were

purchased.

Palo Alto Networks sales were expected to grow six times faster than Check Point’s, a 47

percent increase in sales is expected in 2015 (Coppola, 2015). Palo Alto Networks had a gain of

104 percent on their shares in the past year. The general trend of their shares showed a

continued increase, in spite of momentary dips it had experienced. A look at their past trend

and general growth had indicated a safe purchase that would see a long-term profit. The high

demand for cybersecurity had benefitted Palo Alto Networks as well, and they were not

hampered with concerns about the competence of their leadership to begin with leading to

multiple shares being purchased.

Apple

Several factors contributed to the decision to invest in Apple. For one, the Apple Watch’s

release date was drawing ever-near, and reports had stated the demand for the Watch had not

only exceeded Apple’s expectations, but their ability to make enough to satisfy demand

(Higgins, 2015). Secondly, Apple increased its lobbying spending by 16 percent, totaling $1.24

million, focusing efforts on its mobile payment options (Higgins, 2015). Furthermore, Apple is

building two solar farms in China (Randall, 2015). China is on track to have more low-carbon

electricity than the capacity of the United States in the next 15 years. This is supported with

China’s president Xi Jinping’s crackdown on corruption and pollution. Finally, Apple would soon

reveal their earnings reports, which was predicted to boost share prices. Companies which have

performed well when earnings reports were released tend to see their shares rise. Although

there was more risk of negative news since Apple’s success was contingent upon multiple

fronts, it was still a lucrative investment for both short-term and long-term profit.

Tesla

On April 21st, in an e-mail sent to investors and analysts, it was stated Tesla would discuss

details of their new product at an unveiling on April 30th, the home battery (Hull, 2015). This

was the first time Tesla had adopted a new product line, with their previous product being their

electric cars. This e-mail raised their share price 10 points. In addition, Tesla is signing up

customers such as Wal-Mart and Cargill to become a leader in clean energy (Hull, 2015).

Due to the nature of the stock and its wild fluctuations, it was determined Tesla would be best

for a short-term profit, capitalizing on the spike from their announcement and selling

afterwards. Tesla is valued differently from other car competitors. Their stock is driven by

speculation, not their current value. It was decided Tesla would be a short-term investment due

to the company not being a value driven stock.

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What skills are in the most demand?

There has never been a better time to be involved in the hiring process. One reason for this is

the bevy of new information at our disposal thanks to technology. However, with so much new

data available, which selective criteria should employers use to optimize their performance?

There are 10 skills that employers most want from college graduates. These qualities were

ranked in order of importance on a 5-point scale from 260 employers (Adam, 2014).

1. Ability to work in a team structure

2. Ability to make decisions and solve problems

3. Ability to communicate verbally with people inside and outside the

organization

4. Ability to plan, organize and prioritize work

5. Ability to obtain and process information

6. Ability to analyze quantitative data

7. Technical knowledge related to the job

8. Proficiency with computer software programs

9. Ability to create and/or edit written reports

10. Ability to sell and influence others

Skills in Demand

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What follows is evidence that leads me to believe that I have the skills in demand.

I have developed and polished the top four skills employers say they seek during my time

working in the American Marketing Association. As a chapter, we worked as a team and tasks

were split up between members. However, we would hold weekly meetings to make tactical

and strategic decisions pertaining to all aspects of our association. In academia, there are many

deadlines that need to be worked around. Mastering the ability to plan, organize, and prioritize

work was a necessity.

I have acquired skills 5-7 through formal education, but improved them by working with a

market research team. Through market research, I have been directly involved in studying

relevant news, reading earnings reports, and interpreting the reports my partners have sent

me. Using deductive reasoning, we utilized the information to make investments which have

seen growth.

I have learned skills 8- 10 via formal education. I have been using Microsoft Office for many

years now as part of the course curriculum. I have experience writing and editing reports from

my responsibilities as a Marketing Association member and as part of a market research team.

These reports were submitted to conferences and institutional review boards. My ability to sell

and influence others has been honed through marketing competitions, a public, professional

conference presentation, and selling tickets for fundraising events, memberships for AMA, and

AMA specific merchandise.

Although I believe the skills above are important, I consider my habit of improving myself and

learning new skills my greatest asset. As an example, I immediately enrolled in an online

computer science class, taught by Harvard University, after graduation. My personal philosophy

is to always be better than the person I was yesterday. I feel my “always improving” philosophy

is healthy for a productive work environment and success.

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This report has provided evidence supporting my value as a potential employee. In the Market

Research section, I show that I can handle complex analysis and use critical thinking in a

globalized world. In the Skills in Demand section, I list the top skills many employers seek for

new hires and present how my work experience and education have equipped me with the

most important skills. With this in mind, I firmly believe I will be a valuable asset as an

employee.

Conclusion

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Adams, S. (2014, November 12). The 10 Skills Employers Most Want In 2015 Graduates. Retrieved from

http://www.forbes.com/sites/susanadams/2014/11/12/the-10-skills-employers-most-want-in-

2015-graduates/

Busch, A. (2015, April 9). 'Avengers: Age Of Ultron' On Track For $200M Bow For Superhero Cluster Flick.

Retrieved from http://deadline.com/2015/04/avengers-age-of-ultron-tracking-for-200-million-

bow-1201406880/

Coppola, G. (2015, April 20). Check Point CEO Hustles to Stay on Top Amid Cyber Stock Surge. Retrieved

from http://www.bloomberg.com/news/articles/2015-04-18/check-point-ceo-hustles-to-stay-

on-top-amid-cyber-stock-surge

Halek, M., & Eisenhauer, J. (2001). Demography of Risk Aversion. The Journal of Risk and Insurance,

68(1), 1-24.

Higgins, T. (2015, April 21). Apple Boosts U.S. Lobbying Spending, Advocates on Mobile Payment.

Retrieved from http://www.bloomberg.com/news/articles/2015-04-21/apple-boosts-u-s-

lobbying-spending-advocates-on-mobile-payment

Higgins, T. (2015, April 21). Apple Says Being 'Bombarded' With Inquiries on Watch Arrival. Retrieved

from http://www.bloomberg.com/news/articles/2015-04-21/apple-says-being-bombarded-

with-inquires-on-watch-arrival

Hull, D. (2015, April 21). Tesla Motors to Unveil Home and Utility Batteries April 30. Retrieved from

http://www.bloomberg.com/news/articles/2015-04-21/tesla-motors-to-unveil-home-and-

utility-batteries-april-30

Hull, D. (2015, April 21). Tesla Wants to Power Wal-Mart. Retrieved from

http://www.bloomberg.com/news/articles/2015-04-22/tesla-powered-wal-mart-stores-attest-

to-musk-s-energy-ambitions

Randall, T. (2015, April 21). Here's Why Apple Is Building Solar Farms in China. Retrieved from

http://www.bloomberg.com/news/articles/2015-04-21/here-s-why-apple-is-building-solar-

farms-in-china

THE WALT DISNEY COMPANY REPORTS FIRST QUARTER EARNINGS FOR FISCAL 2015. (2015, February 3).

References

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Retrieved from http://thewaltdisneycompany.com/sites/default/files/reports/q1-fy15-

earnings.pdf

THE WALT DISNEY COMPANY REPORTS FOURTH QUARTER AND FULL YEAR EARNINGS FOR FISCAL 2014.

(2014, November 6). Retrieved from

http://thewaltdisneycompany.com/sites/default/files/reports/q4-fy14-earnings.pdf

THE WALT DISNEY COMPANY REPORTS SECOND QUARTER AND SIX MONTH EARNINGS FOR FISCAL 2014.

2014, May 6). Retrieved from http://thewaltdisneycompany.com/sites/default/files/reports/q2-

fy14-earnings.pdf

THE WALT DISNEY COMPANY REPORTS THIRD QUARTER AND NINE MONTH EARNINGS FOR FISCAL 2014.

(2014, August 5). Retrieved from

http://thewaltdisneycompany.com/sites/default/files/reports/q3-fy14-earnings.pdf

Contributors

Fabian De La Cruz & Chadrick Bray