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ALL and Coles Group Ltd: 2 ASX shares to dig into

The Aristocrat Leisure Limited (ASX:ALL) share price has jumped 42.1% since the start of 2024. It's probably worth asking, 'is the ALL share price cheap?'
The Aristocrat Leisure Limited (ASX:ALL) share price has jumped 42.1% since the start of 2024. The Coles Group Ltd (ASX:COL) share price is tracking 22.3% off its 52-week lows.

ALL share price in focus

Founded by Len Ainsworth in 1953, Aristocrat Leisure is an Australian gambling machine operator that is headquartered in Sydney.

Aristocrat is currently the largest machine manufacturer in Australia and one of the largest manufacturers of slot machines around the world. However, that’s just one part of the business. Aristocrat also makes online games which has grown to make up nearly half its total revenue.

Gaming machines can be sold outright to a venue or gaming operator. Alternatively, a machine can be installed with a proportion of the revenue generated being paid on a recurring basis back to Aristocrat.

COL shares

Coles is an Australian retailer providing customers with everyday products including fresh food, groceries, general merchandise, liquor, fuel and financial services. It was founded in 1914 in Victoria which it still calls its home base.

Coles was formerly owned by conglomerate Wesfarmers from 2007 until 2018, when it was spun-off and listed as a separate entity on the ASX under the ticker symbol ‘COL’. Coles’ earnings are dominated by the supermarkets side of the business, however, it partly or fully owns or operates adjacent businesses like flybuys, Liquorland, First Choice, Vintage Cellars, Coles Express and more.

ALL share price valuation

As a growth company, one way to put a rough guesstimate on the ALL share price could be to compare its price-to-sales multiple over time. Currently, Aristocrat Leisure Limited shares have a price-sales ratio of 5.65x, compared to its 5-year average of 4.87x, meaning its shares are trading higher than their historical average. Please keep in mind that context is important – and this is just one valuation technique. Investment decisions can’t just be based on one metric.

Since it is a more of a ‘blue chip’ company, we could look at the dividend yield of COL to determine its value. COL is offering a historical dividend yield of around 3.75%, which compares to its 5-year average of 3.76%. The Rask websites offer free online investing courses, created by analysts explaining things like Discounted Cash Flow (DCF) and Dividend Discount Models (DDM). They even include free valuation spreadsheets. Both of these models would be a better way to value the COL share price.

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