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WOW shares: your next blue chip investment?

The Woolworths Group Ltd (ASX:WOW) share price is down 19.0% since the start of 2024. It's probably worth asking, 'is the WOW share price undervalued?'
The Woolworths Group Ltd (ASX:WOW) share price is down 19.0% since the start of 2024. At the same time, the Goodman Group (ASX:GMG) share price is 7.4% away from its 52-week high. This brief article explains why it could be worth adding WOW and GMG shares to your ASX investing stock watchlist.

WOW share price in focus

Founded in 1924, Woolworths is a leading retail operator in Australia and New Zealand, with over 3,000 stores and more than 100,000 employees. As one of Australia’s largest companies by revenue and market share, Woolworths plays a significant role in the region’s retail sector.

The company’s core operations include supermarkets (operating under the Woolworths brand in Australia and Countdown in New Zealand), discount department stores under the Big W brand, and business-to-business (B2B) services through brands like PFD. However, Woolworths’ dominant 35%+ market share in the Australian grocery sector remains its key strength.

Woolworths is also a popular choice among ASX investors looking for dividend income. It has a strong track record of paying fully franked dividends, typically offering yields over 3%, and its revenue base, largely derived from consumer staples, provides a stable and defensive earnings stream. The company’s competitive edge lies in its scale, enabling efficient distribution and cost control, as well as its proximity to consumers, as many shoppers continue to choose supermarkets based on convenience and location.

GMG shares

Goodman Group is a global integrated property group founded in 1989 that owns, develops and manages real estate assets across several continents.

The main operational hubs include markets such as Australia, New Zealand, the UK, Japan, the US, and Brazil, making Goodman the largest ASX-listed property group in 2024.

The company’s investment niche includes projects such as warehouses, large scale logistics facilities and business and office parks. Goodman’s stated mission is to build mutually beneficial, long-term relationships with its customers and deliver high quality assets.

WOW share price valuation

We would consider WOW to be a ‘mature’ or ‘blue-chip’ business, so some of the metrics that could be worth considering include the debt/equity ratio, average yield, and return on equity, or ROE. These measures give us a sense of the company’s debt levels, their ability to generate returns from their assets, and their ability to consistently return profits to shareholders.

For FY24, Woolworths Group Ltd reported a debt/equity ratio of 300.2%, meaning the company is leveraged (it has more debt than equity). This can increase risk so it’s important that a leveraged company is generating stable returns and has sufficient cash flow to pay interest on its debts.

Over the last 5 years, WOW has delivered an average dividend yield of 2.9% per year. This is important to note if you’re looking for income from your investments.

Finally, in FY24, WOW reported an ROE of 1.9%. For a mature business you generally want to see an ROE of more than 10%, so WOW’s returns are a bit less than what we’d expect.

In FY24, Goodman Group reported a debt/equity ratio of 21.2%, meaning the company has more equity than debt.

As for dividends, since 2019 GMG has achieved an average dividend yield of 1.3% per year, and in FY24 reported an ROE of 0.1%

It’s important to keep in mind that these are only a small selection of metrics and don’t give us enough information to value the business or make an investment decision. To learn more about valuation, check out one of our free online investing courses.

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