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Statements about what profit margin is "fair" are meaningless in a free market without consideration of competitors' pricing behavior and aggregate industry supply and demand. Whatever is "fair" is dictated by what you can get people to pay given their array of different options in the marketplace. Competitors' pricing behavior will vary by industry due to several key factors:
(1) competitive rivalry within the industry,
(2) threats of new entrants (or put conversely, barriers to entry),
(3) threats of substitute products,
(4) bargaining power of suppliers, and
(5) bargaining power of buyers.
The various combinations of these factors will result in significantly different margins and ROI across industries. Put differently, there are structural market reasons why pharmaceuticals manufacturers tend to have massive margins and the distributors of those drugs operate on razor thin ones.
lol... I take it somebody is familiar with Michael Porter.
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