Companies who trade on a particular stock exchange are subject to crucial market and internal evaluation by investors. Investors are required to first assess whether the firms returns are impacted by the market conditions or not. In case the market returns act as a strong influential factor then investors are required to study the volatility in the movement of prices and returns of the particular market or stock. Consequently if the market conditions have no impact upon the returns of firm, investors are required to study the internal financial conditions and assess the long term sustainability. The present study is based upon evaluating the stock performance, returns condition and the profitability position of Strategic Hotels and Resorts (traded in the New York Stock Exchange as “BEE”). The evaluation is mainly done so as to understand whether the firm is suitable for investing. The paper emphasises upon evaluating the financial ratios, ownership, alpha and beta values, costs of capital and so on to determine whether the firm is suitable for investing. The evaluation of the firm’s returns has been compared with the S&P 500 returns.
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