Analyzing Zebra Technologies (ZBRA) and Its Rivals

Zebra Technologies (NASDAQ: ZBRA) is one of 99 publicly-traded companies in the “MACHINERY” industry, but how does it weigh in compared to its competitors? We will compare Zebra Technologies to similar companies based on the strength of its analyst recommendations, valuation, dividends, risk, institutional ownership, profitability and earnings.

Risk & Volatility

Zebra Technologies has a beta of 1.48, suggesting that its share price is 48% more volatile than the S&P 500. Comparatively, Zebra Technologies’ competitors have a beta of 1.73, suggesting that their average share price is 73% more volatile than the S&P 500.

Valuation and Earnings

This table compares Zebra Technologies and its competitors top-line revenue, earnings per share (EPS) and valuation.

Gross Revenue Net Income Price/Earnings Ratio
Zebra Technologies $3.72 billion $17.00 million 448.33
Zebra Technologies Competitors $3.86 billion $259.43 million 1.70

Zebra Technologies’ competitors have higher revenue and earnings than Zebra Technologies. Zebra Technologies is trading at a higher price-to-earnings ratio than its competitors, indicating that it is currently more expensive than other companies in its industry.

Analyst Recommendations

This is a summary of current ratings and target prices for Zebra Technologies and its competitors, as reported by

Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Zebra Technologies 0 3 6 0 2.67
Zebra Technologies Competitors 583 2989 2916 82 2.38

Zebra Technologies currently has a consensus price target of $139.88, suggesting a potential downside of 2.50%. As a group, “MACHINERY” companies have a potential upside of 5.50%. Given Zebra Technologies’ competitors higher probable upside, analysts clearly believe Zebra Technologies has less favorable growth aspects than its competitors.


This table compares Zebra Technologies and its competitors’ net margins, return on equity and return on assets.

Net Margins Return on Equity Return on Assets
Zebra Technologies 0.46% 42.96% 7.87%
Zebra Technologies Competitors 3.80% 14.08% 4.36%

Institutional and Insider Ownership

90.0% of Zebra Technologies shares are owned by institutional investors. Comparatively, 69.2% of shares of all “MACHINERY” companies are owned by institutional investors. 2.4% of Zebra Technologies shares are owned by insiders. Comparatively, 8.9% of shares of all “MACHINERY” companies are owned by insiders. Strong institutional ownership is an indication that hedge funds, endowments and large money managers believe a company will outperform the market over the long term.


Zebra Technologies competitors beat Zebra Technologies on 7 of the 13 factors compared.

Zebra Technologies Company Profile

Zebra Technologies Corporation designs, manufactures and sells a range of automatic identification and data capture (AIDC) products. The Company’s AIDC products include mobile computers, barcode scanners, radio frequency identification (RFID) readers, wireless local area network (WLAN) products, specialty printers for barcode labeling and personal identification, real-time location systems (RTLS), related accessories and supplies, such as self-adhesive labels and other consumables, and utilities and application software. The Company operates through two segments: Enterprise, which comprises its mobile computing, data capture, RFID and WLAN products, and services, and Legacy Zebra, which comprises barcode and card printing, location solutions, supplies and services. The Company’s products are used in automatic identification (auto ID), data collection and personal identification applications.

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