The measurement considers all assets including inventory, accounts receivable, and fixed assets.The lower the ratio, the more slowly the firm’s sales are. Comparing the number to past years company data is important in order to see trends that have developed. In addition, comparing it to the industry standard is useful in order to see how the company compares to its prime competitors. If a problem exists with a low ratio, it could be possible that one or more of the firm’s asset categories have problems that need addressing. (Peavler, pp 1-2).Krispy Kreme’s total assets turnover ratio of 1.9 times is better than its prime competitors of McDonalds and Starbucks. McDonald’s has a current total assets turnover of .80 times, while Starbucks Corporation has a current total assets turnover of 1.7 times. (ADVFN, PLC) Hence, this is listed as an overall strength or competitive advantage for Krispy Kreme.The second ratio examined is Krispy Kreme’s debt to equity ratio. The ratio is calculated as Total liabilities / Stockholder’s Equity. A high debt to equity ratio would indicate that the company has financed its growth through debt. The main issues would be if the company overextended itself and took on too much debt, or if it has to shoulder a large amount of interest due to the existing debt.High or increasing debt ratios in relation to equity can be dangerous since it would indicate that the company is being financed by creditors instead of internal cash flows. (www.enterpernuer.com website). Krispy Kreme’s debt to equity ratio of 1.05 is higher than its prime competitors. McDonalds Corporation has a .81 ratio, while Starbucks has a low .18 ratio. (ADVFN, PLC). Overall, 1.05 of Krispy Kreme is not an evident weakness, since using some leverage is not considered a clear weakness.The third ratio examined is the return on equity ratio. It is calculated as follows: Net income / Common Equity. This ratio is especially useful for shareholders who are interested in knowing what profits earned by the company can be made available to pay dividends.