Profit Margin: Net Income/ Net Sales
Kellogg Company : 614/13525 = 4.54%
General Mill :
Gross Profit Rate: Gross profit/ Net Sales
Kellogg Company :
Return On Assets: Net Income/ Total Assets
Kellogg Company: 614/15265 = 4.02%
General Mill
Asset Turnover: Net Sales Revenue/ Average Total Assets
Kellogg Company 13525/15209 = 88.93%
General Mill
Return on Common Stockholders’ Equity: Net Income/Shareholder's Equity
Kellogg Company: 614/2138 = 28.72%
General Mill