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You Are Right to Own This Stock

Here's a little tip most Wall Street types would prefer you not know: The recipe for great long-run success in the stock market is startlingly simple.

You heard me
You might find that hard to believe, since we're in the midst of the worst bear market since the Great Depression. How can it be true? Well, empirical research from professors Eugene Fama and Kenneth French, along with that of Jeremy Siegel, supports the notion that excess returns await those who look for value-priced stocks.

But scholarly research is one thing. Application is another. If you're looking for a real-life example of the power of taking a long-run, value-focused approach to investing, look no further than the jaw-dropping success of one of the world's richest men, Berkshire Hathaway's (NYSE: BRK-A  ) Warren Buffett.

How it works
This proven process for beating the market is actually pretty straightforward:

  1. Buy great businesses.
  2. Buy them cheap.
  3. Be patient ... but bold.

Want more color? Let's dance.

1. Buy great businesses
Businesses with quality management and durable competitive advantages (aka economic moats) drive supreme long-run value for their investors. These competitive advantages allow companies to consistently earn returns in excess of their cost of capital, helping to fund growth, share repurchases, and dividend hikes -- and, of course, boosting share prices. Put simply, moats make money.

Durable competitive advantages come in several forms. A few of the most valuable and well-known are:

  • Network effects: Think eBay (Nasdaq: EBAY  ) .
  • Cost advantages: Think General Electric (NYSE: GE  ) .
  • Intellectual property: Think Qualcomm (Nasdaq: QCOM  ) .
  • High switching costs: Think Adobe (Nasdaq: ADBE  ) .

A quick way to judge whether a company has a durable competitive advantage is to look at its historical returns on invested capital. If they're consistently strong (generally speaking, higher than 13%), you're probably looking at a strong business.

2. Buy them cheap
Finding great businesses takes you a long way toward market-beating returns. But there's just one problem: Great businesses rarely look cheap by traditional metrics. Let's look at some of the top-performing S&P 500 stocks from 1957 to 2003, according to the work of Jeremy Siegel:


Annual Return

Average P/E

Altria (NYSE: MO  )



Abbott Laboratories



Bristol-Myers Squibb



Tootsie Roll






S&P 500



Source: Jeremy Siegel, The Future for Investors.

As the last column suggests, great businesses almost always look a bit pricey. What should investors do, then?

In the order of operations, finding a great company is first and foremost. Once you've identified said company, keep an eye on it until it comes down to at least a good price -- because it is possible to turn a good company into a bad investment.

Coca-Cola, for example, rarely looks cheap. But when the shares were beaten down in 1988, Buffett backed up the truck for the wide-moat beverage giant, making a killing in the process.

To quote Roger Lowenstein's Buffett biography:

By the latter part of 1988, Coca-Cola was trading at 13 times expected 1989 earnings, or about 15% above the average stock. That was more than a Ben Graham would have paid. But given its earning power, Buffett thought he was getting a Mercedes for the price of a Chevrolet.

Great company, good price. Buffett has built a fortune using that simple rule.

3. Be patient ... but bold
As I said earlier, great businesses don't often fall into the realm of cheap. When the rare fat pitch does cross your plate, though, don't be afraid to take a hard swing at it. Now, you might be thinking "I'm glad Mr. Buffett was able to cash in on Coke 20 years ago, but pitches that fat just don't come along very often."

Au contraire, my friend. Bear markets such as this one, where investors are shouting doom and gloom from the rooftops, are a perfect time to find great businesses at cheap prices.

Case in point? How about ... Coca-Cola? Right now, shares of this iconic brand champion trade hands at a multiple of only 17 times trailing earnings. That's cheap by Coke standards, and only a shade above the current market multiple of 16 against normalized earnings. Keep in mind that we're talking about a company with nearly unmatched earnings power, globally diverse distribution, free cash flow that equals 17% of sales, and a rock-solid yield of 3.8%.

If you own shares of Coke, you are right to own this stock -- it's a great business trading for a great price.

So is value investing right for you?
Buffett-style value investing isn't right for everyone. Even if you're willing to take the time to identify outstanding companies with lasting competitive advantages, only a unique individual can confidently stroll into a market when peers are running for the exits.

Still, for those with the dedication and the right temperament, the intrinsic and financial rewards can be substantial.

With the Fool's Motley Fool Inside Value newsletter service, members receive two new investment ideas each month, along with continuing coverage of all past recommendations. You can find out the team's top five stocks for new money right now by signing up for a 30-day free trial.

This article was first published on Aug. 5, 2008. It has been updated.

Joe Magyer does not own shares of any company mentioned. Coca-Cola is a Motley Fool Income Investor pick. Berkshire Hathaway, eBay, and Coca-Cola are Inside Value recommendations. Berkshire Hathaway and eBay are Stock Advisor recommendations. The Fool owns shares of Berkshire Hathaway. The Motley Fool has a disclosure policy.

Read/Post Comments (5) | Recommend This Article (28)

Comments from our Foolish Readers

Help us keep this a respectfully Foolish area! This is a place for our readers to discuss, debate, and learn more about the Foolish investing topic you read about above. Help us keep it clean and safe. If you believe a comment is abusive or otherwise violates our Fool's Rules, please report it via the Report this Comment Report this Comment icon found on every comment.

  • Report this Comment On March 22, 2009, at 12:53 PM, Patricia013 wrote:

    Still recommending Ebay? Unbelievable! What will you tell investors after Ebay reports the current disasterous quarterly report and the next one and probably the third and fourth as well! Ebay has not done one bloody thing to change the course of its failure or to entice ONE new buyer onto the site! Want to see Ebay's buyers...go the Amazon - that's where you'll find them!

  • Report this Comment On March 22, 2009, at 5:50 PM, mjonesy1985 wrote:

    Ebay will survive and thrive.

  • Report this Comment On March 23, 2009, at 9:30 AM, BuhByeeBay wrote:

    I have to agree with Patricia13. eBay has done absolutely nothing to spark confidence in buyers, sellers or investors. I find it humorous that they're were unable to give a quarterly outlook, but is now offering us a 3 year outlook. I remember some other companies presenting this type of desperate behavior just before they went belly up.

    Before they put that crystal ball away, I wonder if I can get the lottery numbers for Wednesday? This tugboat is sinking. I would invest in Amazon. jmo

  • Report this Comment On March 23, 2009, at 2:07 PM, Roostertail56 wrote:

    I have to agree that eBay is a poor choice. With the current economy, I think eBay should be thriving but they are not. People are looking for bargains, and eBay should be where you can find them. I don't use them any longer, I use Craigslist or Amazon now. Their time has come and gone, there are better places to shop.

  • Report this Comment On April 13, 2009, at 5:01 AM, Lexico wrote:

    About eBay - think 'core business'

    eBay's CEO is embarrassed by the company's core business. He has successfully wounded, damaged and nearly destroyed eBay's core business - the small entrepreneur that brings variety and diversity of product offerings to eBay - something unmatched by any other 'ho hum' ecomm retail site.

    Essentially, eBay's CEO and his staff have decided to go to war with their own company, what made it successful. The blood is everywhere. Buyers find listing after listing and even page after page of the same kind of thing they can purchase at WalMart or from dozens of other online resources.

    Worse yet, they have no idea what they are doing or how to try to claw their way out of the quicksand pit they willingly pushed the company in to.

    The share price may get a one time boost from the sale of Skype. This cash will hopefully be used to buy a new top management team with knowledge, experience and guts - all lacking at the present time.

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