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For Companies, the Tariff Question Folds Back Into Competitive Advantage

For investors trying to discern the effects of the Trump administration’s tariff policies on their stocks, there is a quick-and-dirty way to perform their analysis: Look at the countries in which a company manufactures its products, look at the tariffs applied to that country, multiply the top line by the tariff rate, and subtract that from gross profits.

In doing that, investors are assessing the first-order (direct impact on companies) and second-order (impact on demand) effects of the tariffs. That is what investors seemed to do in the wake of Trump’s April 2 announcement that the US would apply tariffs to virtually every country in the world. Shares of sporting-goods manufacturer VF Corporation, which has substantial operations in China and Vietnam, fell 41%. Hong Kong-based power-tools maker Techtronic Industries fell 23%. Polaris, which makes sports vehicles and has its largest factory in Mexico, fell 25%. French electrical-equipment manufacturer Schneider Electric fell 11%.

But the best indicator of how the tariffs will affect corporate profits comes from looking not at the first- or second-order effect, but at a third-order effect: The effect on companies’ competitive position. Companies don’t operate in a vacuum. They compete against each other. Yes, every company doing business in the US has to contend with the tariff issue. But some companies are better equipped to do so than others just by the nature of how their operations and supply chains have been set up. That is where the competitive advantages will become apparent. A foreign-domiciled company may not be at any disadvantage to a US-based one, and vice versa.

This is how we evaluate companies. The cornerstone of our analysis is the competitive-forces framework designed by Harvard University professor Michael Porter. Competitive strategy, as the field has come to be called, looks not just at a company’s internal fundamentals, but also compares them to its peers across its industry.

Consider Schneider and its competitor Eaton Corp. Schneider Electric makes equipment for electricity distribution and industrial controls and is based in Rueil-Malmaison, France. Eaton, which also makes equipment for electricity distribution, has its operations based in Ohio. Ostensibly, that would give Eaton a leg up over Schneider. But these companies have virtually the same manufacturing footprint and supply chain despite the different domiciles. Schneider has about 20 factories in the US. So it isn’t likely to lose any ground to Eaton, at least not due to tariffs.

An even better example is Techtronic and its competitor Stanley Black & Decker. Techtronic is based in Hong Kong and owns the Ryobi and Milwaukee brands. It was a pioneer in battery-powered, cordless power tools. Stanley is based in Connecticut and makes the Black & Decker, Craftsman, and DeWalt brands. Again, one company is based in the US and the other is based overseas. But both companies’ manufacturing operations are based overseas so the real issue is where overseas they are.

Stanley Black & Decker has about 24% of its power-tools manufacturing capacity in Mexico, and 18% in China. Techtronic also has production in Mexico and China. But it is already in the process of moving its China production out of the country, which it plans to complete this year, and importantly already has a substantial portion of its power-tools manufacturing in Vietnam. Stanley is also planning to move production out of China, but is further behind in that process. It will likely take one to two years to complete. Currently, Vietnam’s tariffs are at 10% while Mexico is at 25% for non-USMCA-compliant goods and China’s now at 30%. Therefore, Techtronic has an advantage in already having production in Vietnam and in being further along in moving its production out of China. The advantage could of course shift if the tariffs increase or decrease, but the analytical framework remains in place.

Looking at the tariff question this way doesn’t mean a company won’t be affected by them. The economic consensus is that the steep tariffs will hurt everybody. But examining that potential pain through the lens of competitive advantage provides a clearer picture of how companies will be affected, and which ones will come out stronger.

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Beyond ‘Made in China 2025’

In 2015, the Chinese government laid out a plan to remake the country’s industrial base. Called “Made in China 2025,” the initiative’s aim was to transform the nation from a hub of mundane assembly into a high-tech powerhouse of value-added manufacturing.

Shortly after the program launched I wrote about it in a letter to my colleagues: “Announced in early 2015, an ambitious plan called ‘Made in China 2025’ made a long list of products China wants to be partially self‐sufficient in and win significant global market share. It ranges from aerospace engines to large harvesters, from computer chips to industrial control software, from high pressure steel to composite materials, from medical diagnostic and imaging equipment to antibody drugs. The targets include so many technical specifications that it is more like an R&D proposal than some government hot air.”

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Currency Depreciation: A Rational Response to Tariffs?

The US dollar’s rise since September cut into international markets. Of the 7% decline in international markets in the fourth quarter, the vast majority of it can be attributed to currency depreciation against the dollar.

For countries facing harsh new tariffs from the US, weakening the currency is a highly rational response: What tariffs take away in competitive pricing from other countries, currency depreciation restores with little cost to the domestic economy, keeping products competitive in the destination market. In other words, currency depreciation negates the disinflationary effects of a strong dollar as offsets to the inflationary effects of tariffs.

If a country has few other considerations (such as high foreign debts), that trade-off is fairly painless and blunts the potency of the tariffs to alter any other policy or behavior. So far that’s not what you see in this recent spate of currency depreciation: The two countries currently facing the severest threats from additional US tariffs are China and Mexico, but neither of those currencies exhibited much weakness during the fourth quarter as seen in the above chart. However, in the longer term, we think currency depreciation may not be such a bad thing for the US’s trading partners.

Analyzing Industry Structure through Porter’s Five Forces Model

As bottom-up investors, we aim to invest in high-quality growth businesses at reasonable prices to provide superior risk-adjusted returns over the long term. To determine what constitutes a high-quality growth business, we research a company’s management, financial strength, growth prospects, and we closely examine the industry in which it operates to determine the company’s competitive advantage.

It’s as important to examine a company’s industry as it is to examine the fundamentals of a company. An analysis of industry structure can inform how well-positioned a company is relative to competitors, as well as the profit potential for the company.

Our analysis is guided by Harvard University professor Michael Porter’s Five Forces, which were first introduced in a 1979 issue of Harvard Business Review and later detailed in his 1980 book, Competitive Strategy: Techniques for Analyzing Industries and Competitors.

In this six-part video series, we examine each Porter Force and discuss how we use them to analyze industries. Watch the series introduction below and click through to see how we leverage Michael Porter’s Five Forces framework for industry analysis.