Our Fair Value Estimate For Exelon Is $44 Per Share But Our VBI Rating Is 7

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Most knew that Exelon's (NASDAQ:EXC) dividend was to be cut before the firm announced the cut (it had been telegraphed by management). We had highlighted the risk of Exelon's dividend cut long before even others knew (and maybe even management). We strongly encourage investors to read 'How To Shield Your Portfolio From Dividend Cuts,' where we walk through exactly how to do so.

However, the point of this article is in response to a number of disgruntled individual investors out there. Most were completely shocked when research providers (not us) retained the company's highest competitive advantage ranking AFTER the dividend cut. We were stormed with questions along the lines: If a company is forced by the structural characteristics of its industry to cut its economic returns to shareholders, does it really have extra-strong competitive advantages? Well, needless to say, we were quite surprised.

Let there be absolutely no confusion. We at Valuentum think competitive advantage analysis is extremely important, but only if it is done correctly. Competitive advantages should certainly protect a company from many of the structural threats of the industry that could hurt a dividend payout that many income investors rely on. And firms with super-strong competitive advantages should certainly have protective barriers to prevent the structural characteristics from impeding economic returns to shareholders at all. But once it has been shown that a firm is not immune to the structural characteristics of an industry, it should not retain the assessment that it has super-strong competitive advantages. Competitive advantage analysis is important. But only if it is done correctly.

The same can be said for pretty much anything when it comes to stock analysis though: It needs to be done correctly. This brings us to the idea of valuation. Savvy investors know that price does not equal value. Price is what a

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