1 Management Accounting 175 Incremental Analysis and Cost Volume Profit Analysis: Special Applications Incremental analysis is a flexible decision-making tool that may be used in making many different kinds of decisions. Some of the decisions for which incremental analysis is appropriate include the following: 1. Open a new territory 2. Sell on credit 3. Sales people compensation 4. Additional volume of business These four items are marketing decisions that may be made in The Management/ Accounting Simulation. Consequently, incremental analysis is an important decision-making tool in this simulation. Opening a New Territory The opening of a new territory decision is a common and important decision. Opening a new territory can bring in substantial additional revenue and net income. However, expanding a business too fast in a territory not responsive to the company s product can have the opposite effect. Before a decision is made to expand the business into a new territory, the potential revenues and expenses should be analyzed at different levels of estimated sales. If the use of incremental analysis shows that substantial sales and additional income is likely to result, then the expansion of the business into a new territory may be a wise decision. Examples of expanding into new territories are granting of new franchises in areas where none exist, expanding the operations of the business into an adjacent state, and entering a foreign market. Although the same product is being marketed in each territory, it does not follow that all territories are equally profitable. The extent to which a new territory might be profitable must be explored very carefully. Distance from the main distribution center in many cases is a major problem. Territories can vary
2 176 CHAPTER TEN Incremental Analysis and Cost Volume Profit Analysis: Special Applications substantially in population density and income distribution. Also, cultural differences regarding tastes and preferences can play an important role in whether to expand or not expand the business. For example, while catfish restaurants are very popular in the South they are not likely to be equally received in the Northeast. Differences in laws, state regulations, and tax structures also can have a bearing on the decision. Incremental analysis can be used either to measure segmental net income or segmental contribution. The advantages and disadvantages of using segmental net income and segmental contribution is discuss in some depth in chapter 15. Which measure is best is somewhat controversial; however, in the example to follow segmental contribution will be the criterion. Segmental net income requires the allocation of common expenses and all allocations of costs tend to be somewhat arbitrary and can obscure the potential profitability of a segment. The segmental contribution approach is favored here. However, if done properly, both approaches can be used in the same analysis. In using incremental analysis to evaluate potential decision, irrelevant revenue and expenses may be omitted in the final analysis. Irrelevant revenues and expenses are those items that will not be affected or changed by the making of the decision. What is relevant or irrelevant depends on the particular circumstances under investigation and can vary from situation to situation. For this reason, providing examples of irrelevant revenues or expenses is not always easy. However, in most cases, for example, it would be difficult to see how in the short run opening a territory would affect the salaries of top management Therefore the salaries of top management are likely to be irrelevant. The evaluation of the opening of a new territory generally involves the following steps: 1. Gather all relevant revenue information. An initial but tentative price should be set. The normal market potential should be estimated. Normal market potential can be defined as the number of customers likely to benefit from purchasing the product. 2. Factors that directly impact sales volume should be evaluated. These factors include such decisions as selling on credit, compensation of sales people, and advertising. The economic environment should be carefully evaluated. The impact that seasonal factors have on sales is important and should be examined. Analysis should be made in terms of quarters and some attempt should be made to estimate an seasonal index for each quarter. Based on the various market demand factors identified, a sales forecast of sales in units and dollars should be made. If sales of the product in the territory being evaluated tends to be seasonal in nature, then this fact can also have a major impact on available capacity. Opening a new territory must be based on the premise that the capacity to manufacture is adequate, given the increased demand from opening a new territory.
3 Management Accounting Analysis should be made of the sensitivity of customers to changes in price. Is it best to lower price and go after higher volume or is it better to have a higher price with lower volume? 4. Gather all the relevant information concerning operating expenses in the new territory. The territorial expenses should be also be measured in terms of fixed and variable components. Expense factors such as number of sales people needed, compensation plan for sales people, cost of credit terms, and the need for additional advertising should be analyzed in some depth 5. After all relevant information about revenue and expenses has been gathered and the analyzed data has been converted to variable cost rates and total fixed expenses, then a work sheet similarly to the one shown in Figure 10-1 should be prepared. Figure 10-1 Opening New Territory Sales (units) 50, , , ,000 Sales (price - $100) $ 5,000,000 $ 10,000,000 $ 15,000,000 $ 20,000,000 Variable Expenses Cost of goods sold ($60) $ 3,000,000 $ 6,000,000 $ 9,000,000 $ 12,000,000 Sales people travel expense ($5) 250, , ,000 1,000,000 Sales commissions ($10) 500,000 1,000,000 1,500,000 2,000,000 Credit expenses ( $3) 150, , , ,000 Total variable expenses ($78) 3,900,000 7,800,000 11,700,000 15,600,000 Contribution margin $ 1,100,000 $ 2,200,000 $ 3,300,000 $ 5,000,000 Fixed expenses (direct) Salaries (additional factory workers) $ 2,000,000 $ 2,000,000 $ 2,000,000 $ 2,000,000 Advertising 500, , , ,000 Sales people salaries 1,000,000 1,000,000 1,000,000 1,000,000 Credit department salaries $ 150,000 $ 150,000 $ 150, ,000 Other fixed expenses 1 350, , , ,000 Total fixed expenses 4,000,000 4,000,000 4,000,000 4,000,000 Total expenses $ 7,900,000 $ 11,800,000 $ 15,700,000 $ 19,600,000 Segmental contribution ($2,900,000) ($1,800,000) ($ 700,000) $1,000,000 1 Other fixed expenses could include such expenses as additional home office staff needed such as accounting, credit department, marketing department employees, additional staff needed in the production department.
4 178 CHAPTER TEN Incremental Analysis and Cost Volume Profit Analysis: Special Applications The above analysis reveals the following: 1. At the sales volume range of 50, ,000 the territory is not profitable. 2. At a volume of 200,000 or greater the territory appears to be profitable. The question that must be asked and answered is this: Does a sales level of 200,000 appear reasonable or likely to happen? If the most optimistic estimate is that sales will not in the distance future ever exceed 150,000, then the decision not to open the territory would be the right decision. Illustrative Problem The management of the L. K. Widget Company is considering opening a new territory to be called the Western Territory. In the last quarter, the company s sales of 8,500 units were far below the volume required to make the company profitable. The marketing department through marketing research and analysis of internal financial data has made available the following information relevant to the opening of the Western Territory. Direct Costs Selling: General and administrative Variable Per Unit Variable Cost of goods sold $ Travel $2.20 Packaging $ 2.00 Supplies $1.00 Sales people travel $ 5.40 Sales people commission $ Bad debts expense 1.5% of sales Credit department $ 1.00 Direct fixed (Selling) Direct fixed (Manufacturing) none Salaries of sales people $ (Opening this territory will not Sales people training $ require any new plant capacity Advertising $ Territorial office operating $ 50,000 Home office sales expense $ 30,000 If the Western Territory is opened, then approximately 600 sales people would be hired at a per quarter salary of $2,000 per sales person. The training of each new sales person will cost $200. After the initial hiring of the full sales force, it is expected each quarter, because of some sales people quitting for various reasons that on the average 50 new sales people will be hired each quarter. The market potential of this territory is estimated to be 110,000 customer per quarter. On the average, each customer will purchase one Gadget a a price of $200. An analysis of demand indicates approximately 28% of the potential customers would request demonstrations per quarter. If the Western territory is opened, management will seriously consider granting customers three months of credit. These credit terms would be offered in all territories. If three months credit is granted, then sales should increase at least 20%. Last quarter
5 Management Accounting 179 the sales-calls ratio without credit was 30%. The amount budgeted for advertising would be $1.20 per potential customer and the selling price of the Gadget would be $200. Based on the information provided, a what-if profitability analysis as shown above may be made. It is important for management to estimate sales for the first operating period. Based on the provided information above, this estimate may be computed as follows: Normal market potential 110,000 Percentage requesting demonstration.28 Number requesting demonstration 30,800 Sales-calls ratio (.30 x 1.20).36 Estimated sales (units) 11,088 This estimate of 11,088 units for the first quarter of operations falls between the range of 10,000 and 15,000 unit. As the above analysis shows, at a sales level of 15,000 units, segmental contribution is a negative $66,000. At sales of 11,088, it can easily be computed that a net loss of $443,177 would be experienced. Based on the initial analysis of the available data, it appears that opening the territory might not be a wise decision. However, if it is expected that the required sales level can be attained through rapid growth in sales because of advertising and an effective sales force, perhaps the territory should be opened. The break even point for this territory is 15,684 units (1,512,000/ ( ). All decisions involve a degree of risk and there is never a 100% certainty a profit goal can be achieved, even if the analysis is positive at all volume levels of operation. Selling on Credit In today s modern economy, selling on credit is hardly a choice but a necessity. However, a business does not directly have to run a credit department. Practically all businesses can now sell indirectly on credit by accepting credit cards. Until recently some restaurants did not accept credit cards but required a purchase of a meal to be paid for in cash. For example, Waffle House recently began to accept credit cards for the first time. The discussion here, however, pertains more to the decision to sell on credit by granting and maintaining credit internally rather than to the use of credit cards. When credit cards are accepted, cash flow is not affected adversely in the short run or substantially decreased as in the case of granting credit for three months or longer. Also, a number of other problems inherent in the offering of credit internally are avoided such as bad debts. When a company begins to sell on credit, a number of activities have to take place regularly. One of the first major activities, and not an inexpensive one, is to establish a credit department including hiring a credit manager and a staff to perform the duties of a credit department. Some of the periodically occurring activities not existing before granting credit include the following: 1. Requiring a prospective credit customer to fill out a credit application form
6 180 CHAPTER TEN Incremental Analysis and Cost Volume Profit Analysis: Special Applications Figure 10-2 Opening New Territory Sales (units) 10,000 15,000 20,000 25,000 Sales (Price -$200 ) $ 2,000,000 $ 3,000,000 $ 4,000,000 $ 5,000,000 Expenses: Variable Cost of goods sold ($69.00) $ 690,000 $ 1,035,000 $ 1,380,000 $ 1,725,000 Commissions ($20.00) 200, , , ,000 Packaging ($2.00) 20,000 30,000 40,000 50,000 Travel ($5.40) 54,000 81, , ,000 Bad debts ($3.00) 30,000 45,000 60,000 75,000 Credit ($1.00) 15,000 20,000 25,000 Travel - G & A ($2.20) 22,000 33,000 44,000 55,000 Supples - G & A ($1.00) 10,000 15,000 20,000 25,000 Total ($103.60) $ 1,036,000 $ 1,554,000 $ 2,072,000 $ 2,590,000 Fixed-direct Sales people salaries $ 1,200,000 $ 1,200,000 $ 1,200,000 $ 1,200,000 Sales people training 100, , , ,000 Advertising 132, , , ,000 Office operating 50,000 50,000 50,000 50,000 Home office 30,000 30,000 30,000 30,000 Total $ 1,512,000 $ 1,512,000 $ 1,512,000 $ 1,512,000 Total expenses $ 2,548,000 $ 3,066,000 $ 3,584,000 $ 4,102,000 Segmental contribution ($548,000) ($ 66,000) $ 416,000 $ 898, Running a credit check 3. Giving final approval to the credit application 4. Receiving and processing payments 5. Sending out statements and notice of payments due 6. Recording payments 7. Making bank deposits of installments collected 8. Determining and accounting for bad debts Improper management of credit can lead to uncollectable accounts and substantial write-offs. One of the better ways to minimize bad debts is to initially screen poor
7 Management Accounting 181 credit risks. The screening of customers, of course, can be time consuming and it is not necessarily inexpensive. Third party companies may be hired to evaluate credit risks. However, this service still involves a cost. One of the first important steps is to analyze the impact that offering credit will have on sales. The normal expectation is that the granting of credit will increase sales. However, since credit also increases operating expenses, an increase per se in sales is not necessarily enough. The increase must be sufficient to cover the cost of maintaining a credit department and the other costs associated with credit and at the same time make a major contribution to the over-all net income of the business. Consequently, it is imperative that the percentage effect on sales be somewhat accurately measured. Given a reliable estimate of the increase in sales, the variable expenses associated with an increase in sales from offering credit can then be determined. Following is an example of the type of analysis required in evaluating the credit decision: The following analysis (Figure 10.3) shows that unless sales increase by nearly 2,000 units, the granting of credit will have a detrimental affect on net income. The contribution margin without credit was approximately $27.00 ($100 - $73.00) The contribution margin with credit decreased to $17.05 ($ $9.95). To recover the increase in fixed credit department expense, sales must increase by at least 1,715 units per quarter (29,250 / 17.05). The decision to sell on credit then depends on management s estimate of by how much credit will increase sales and by management s willingness to assume risk. Sales People Decisions Sales reps or sales people, as they are called in The Management/Accounting Simulation, are a necessary part of most businesses. However, the nature of the services that sales people perform can vary greatly from business to business. In some instances, sales people simply serve as a order taker and may simply ring up the sale. In other cases, they perform a series of related services and the last step in this process is the closing of the sale. In the first instance, the customer more or less makes the decision to purchase with little or no persuasion and simply expects someone to take payment. In the second instance, the potential customer is found by the sales person and then the product is displayed or demonstrated and a sales pitch is made to convince the customer to buy. In this instance, a highly trained and skilled sales person is needed. Services performed by sales people in general include the following 1. Finding new customers 2. Meeting with potential customers to introduce or demonstrate the product 3. Answer all questions concerning the product 4. Explain the terms of financing, if that is required 5. Closing the sale 6. Deliver the product 7. Completing the paper work involved in the sale 8. Calling upon existing customers
8 182 CHAPTER TEN Incremental Analysis and Cost Volume Profit Analysis: Special Applications Figure 10-3 Increase in Sales 1,000 2,000 3,000 4,000 Sales ($100) $ 100,000 $ 200,000 $ 300,000 $ 400,000 Expenses Variable Credit Bad debts ($3.00) $ 3,000 $ 6,000 $ 9,000 $ 12,000 Credit check ($5.00) 5,000 10,000 15,000 20,000 Bookkeeping ($1.00) 1,000 2,000 3,000 4,000 Statement preparation ($0.15) Postage and stationery ($0.30) ,000 Payments processing ($.50) 500 1,000 1,500 2,000 Payment processing Total variable (credit) $ 9,950 $ 19,900 $ 29,209 $ 39,600 Variable Non Credit Cost of goods sold ($60.00) $ 60,000 $ 120,000 $ 180,000 $ 240,000 Commissions ($10.00) 10,000 20,000 30,000 40,000 Packaging ($2.00) 2,000 4,000 6,000 8,000 Travel ($1.00) 1,000 2,000 3,000 4,000 Total variable (non credit) $ 73,000 $ 146,000 $ 219,000 $ 292,000 Total variable expenses $ 82,950 $ 165,900 $ 248,209 $ 331,600 Fixed Credit Salary Manager $ 15,000 $ 15,000 $ 15,000 $ 15,000 Salaries-staff 12,500 12,500 12,500 12,500 Equipment expense 1,250 1,250 1,250 1,250 Other fixed 1,000 1,000 1,000 1,000 $ 29,250 $ 29,250 $ 29,250 $ 29,250 Fixed non Credit Total direct expenses $ 112,200 $ 195,150 $ 277,459 $ 321,250 Increase in net income $ 12,000) $ 4,950 $ 22,541 $ 78, Keep customers informed as to new models or problems that might later arise The hiring and maintenance of a sales force is a process that involves the following 1. Hiring 2. Training 3. Compensation 4. Evaluation 5. Termination
9 Management Accounting 183 In each step of this process expenses are incurred. While a sales force is expected to generate revenue, the maintenance of a sales force also involves considerable expense. A sales force should be neither too small nor too large. Lost sales from an inadequate sales force or unnecessary expenses from too large a force can equally be detrimental to the success of a business. The evaluation of the effectiveness of a sales force in terms of sales generated and expenses incurred is a periodic requirement. Expenses created from creating and maintaining a sales force includes the following activities: 1. Hiring costs 2. Training costs 3. Supervision cost 4. Compensation of sales people 5. Travel costs 6. Termination costs Two of the more important costs concern (1) sales people compensation and (2) number of sales people needed. Number of Sales People Many factors can affect the number of sales people needed in a business. If customers are simply expected to walk in and browse on their own and then on their own walk to a check out stand to pay, then only a few sales people at any given time are needed. However, if the customer must be found and then persuaded to purchase, then a much larger sales force may be needed. If the a full range of sales services as listed above is required of a sales person, and assuming the prospective customer must be found and called upon, then perhaps only one or two calls a day at most can be made. The complexity of the product, the number of competing similar products, and the sales resistance of the customer are factors that may cause each sale to require considerable time to initiate and close. The number of calls that a sales person can make in a given period of time and the sales-calls ratio, then, are important factors in determining the need for sales people. If a sale person can make four calls a day and each call results in a sale, then the number of sales people needed should greatly be reduced. However, if the only one call can be made per day and the sales-calls ratio is only 25%, then more sales people undoubtedly would be required. However, as the number of calls per period and the sales-calls ratio gets smaller, the dollar amount of sale when it is made would be expected to be much greater. If the price of a product is fairly low, then the investment of considerable time in personal sales is most likely not economically wise. When a lot of personal sales effort is required to close a sale, the number of sales people to hire depends to a large extent on how many calls a sales person can make in a given period of time. The motivation of sales people to makes calls is also extremely important. Consequently, the prospect for financial reward when a sale is made is also an important in motivating factor.
10 184 CHAPTER TEN Incremental Analysis and Cost Volume Profit Analysis: Special Applications Assume that the K. L. Widget Company has determined that the number of potential customers per quarter is 100,000 and at the current price of the product 20% of these potential customers will request a demonstration or will listen to a sales pitch. A sales person on the average can make 120 calls per quarter. The number of sales people required can be computed as follows: Potential customers x requesting percentage Number sales people required = Calls per quarter Number sales people required = 100,000 x.2 = Compensating Sales People The number of call per month is not independent of motivation. A highly motivating factor is the method of compensating sales people. Compensation of sales people may involve one or more of the following: 1. Salary 2. Commission 3. Reimbursement of sales expenses 4. Fringe benefits Of the four items above, it is generally believed that a sales commission is the method most likely to motivate sales people. If a high salary is paid, then the motivation to increase the number of calls is minimal. Consequently, in some instances, sales people compensated only on the basis of a salary may result in disappointing sales. On the other hand, if a reasonably high commission per sale is paid, then the limit to compensation is simply the sales person ability to make calls and close sales. The potential for a high reward for being highly motivated is critical. A commission rate in itself is not necessarily a motivating factor, if it is too low. In general, one may assume that up to a point the higher the commission rate the greater is the motivation. A common practice is to reward sales people by a combination of salary and a sales commission. Given a higher commission rate, then the salary most likely will be lower. If the decision has been made to pay both a salary and a commission to sales people, then the next decision is to decide the amount of salary and commission rate. A salary tends to be a fixed expense while sales commission is a variable expense. If for a given quarter of operations, 100 sales people are hired at a salary each of $5,000, then the fixed salary expense would be $500,000. However, if instead of a salary of $5,000 sales people are paid a commission of 10% and price is $100, then a commission of $10 would be paid for each unit sold. At a commission rate of 10% and sales of 10,000 units, the total compensation would be $100,000. However, if sales turned out to be only 8,000 units, then the total compensation would be $80,000. In contrast, regardless of sales in the quarter, the compensation based on salary would be $500,000. Because there is a limit to the number of calls an individual sales
11 Management Accounting 185 person can make and given a growth in the business, in the long run total salaries can increase because the number of sales people is increasing. Rewarding sales people in the form of a commission may provide an incentive for sales people to make more calls and, consequently, create more sales. The potential for reward is much greater, particularly in the event there is a substantial increase in demand for the product. However, in the event of a temporary decline in demand, the compensation of sales people can substantially decline when based solely on a commission rate. As a result of a decline in compensation sales people may quit. The proper balance of a salary and a sales commission is a challenging decision and one that is often difficult to make. The commission rate should not be so high as to unduly compensate sales people to the detriment of the company nor too low so as to discourage sales people and, therefore, cause a high turnover rate. Also, the payment of a salary should not be so high as to adversely affect the motivation to sell. Since many combinations of salaries and commission rates are possible, the various mix of these two means of compensation should be analyzed. The job of analyzing various sales compensation plans may by request of management fall into the hands of the management accountant. Use of Management Accounting Tools in Making Sales People Decisions The management accountant is an expert is the use of various decision making tools. Three tools that the management accountant can used in analyzing the sales compensation plan are: 1. C-V-P Analysis 2. Incremental Analysis 3. Segmental reporting C-V-P Analysis-Cost-volume-profit analysis can answer questions such as the following: Given an increase in the number of sales people, by how much must sales increase in order to make the same income as before. For example, assume the following information has been provided to you. Price of the product $300 Current sales (per quarter) 10,000 units Variable cost rate (includes commissions) $180 Fixed expenses $800,000 Salary per sales person $5,000 Proposed number of new sales people 100 Commission rate 10% Analysis: - An increase in sales of people by 100 means that fixed expenses would increase by $500,000 (100 x $5,000). The question to be answered is: by how much must sales increase if 100 new sales people are hired and for net income to not be less? Based on the above information, the company s contribution margin is $120 ($300 - $180). The increase in sales necessary to offset the $500,000 increase in fixed expenses can be computed as follows:
12 186 CHAPTER TEN Incremental Analysis and Cost Volume Profit Analysis: Special Applications $500,000 Quantity (increase in sales) = = 4,160 $120 Will this plan work? Further analysis reveals the following: 4,160 Sales (units) per sales person = = This analysis shows that on the average new sales people must average approximately 42 sales per quarter. Total compensation per sales person: Salary $ 5,000 Commissions($30 x 41.6) 1,248 $ 6,248 Total sales people compensation: Salaries $500,000 Total commissions 124,800 $624,800 The average compensation then would be approximately, $6,248. Is this sufficient compensation to avoid a high turnover rate of sales people? The above results show only what is needed to maintain net income at the current level. The purpose of increasing the number of sales people is to increase net income. Assume management wants an increase in net income by the amount of $240,000. By how much must sales increase. The answer can be computed as follows: $500,000 + $240,000 Quantity (increase) = = 6,167 $120 6,167 Sales per sales person = = The compensation now per sales person would be: Salary $5,000 Sales commissions( x $30) 1,850 $6,850 In order to earn an additional $240,000 of net income, sales people must average approximately 62 sales per quarter. This required level of sales is almost 1 sale per day. To effectively evaluate this plan further, an analysis should be made of the sales effort and compensation of currently hired sales people. If the average sales for current
13 Management Accounting 187 sales people last quarter was 30 units per person, then the desired profitability from hiring of new sales people does not seems appears to be a bit optimistic. However, if the sales per sales person last quarter was 70 or more, then the plan to hire 100 new people might work, given that the market potential in the area in which new sales people will work is equal to the market potential of current territories. While costvolume-profit can not predict what will happen, this tool can provide a bench mark for what must happen in order for a plan to work. Incremental Analysis - Another valuable tool for evaluating decisions such as the sales compensation decision is incremental analysis. This tool is basically a work sheet method in which the relevant costs/expenses and revenues of each alternative are compared. In order to illustrate the use of this method, assume that you have been provided the following information: Market potential 1,00,000 Price $300 Percentage requesting demonstration 30% Sales-calls ratio 25% Credit terms 3 months In addition, six compensation plans for sales people have been developed as follows: Salary Commission Calls per quarter Rate Plan A $4,000 2% 60 Plan B $3,500 6% 100 Plan C $3,000 10% 150 Plan D $2,500 14% 200 Plan E $2,000 25% 225 Plan F $1,500 30% 250 The essence of the above plans is that as the commission rate increases the salary will be decreased. In addition, the assumption is that as the commission rate increases, the sales people will be motivated to make more calls. Furthermore, as the commission rate increases the number of sales people needed is less with the consequence that total salaries paid will be less. To evaluate these six plans, the following must be computed. 1. Number of sales people needed 2. Sales (units per quarter) 3. Total salaries for each sales compensation plan 4. Total commissions paid for each compensation plan 5. Total compensation for each plan 6. Compensation per sales person 7. Sales compensation cost per unit sold (optional) The number of sales people need may be computed as follows:
14 188 CHAPTER TEN Incremental Analysis and Cost Volume Profit Analysis: Special Applications Customers requesting demonstration Sales people needed = Calls per quarter The analysis on pages 214 and 215 reveals several interesting points. First, from the company s point of view the best plan in terms of cost per unit is Plan F. Total sales people compensation is lowest under Plan F. However, the difference between Plan E and Plan F is only $3.00 per unit sold. Secondly, the total compensation per sales person under Plan F is $6,000. If sales people are content with this level of compensation per quarter, then Plan F should minimize sales turnover. Under plans A and B, compensation per sales person is $4,900 and $3,886 respectively. These two plans fall way short of meeting the financial needs of sales people, assuming the desired level of compensation is around $6,000 per quarter. Plan F is very optimistic in that the expectations are that sales people will make 250 call per quarter. Given that are only 66 working days in a quarter, this means that sales people are expected to make on the average almost 4 calls per day. That a sales person can average this many calls per day is subject to question. Additional Volume of Business (Accept or Reject Offer) One of the interesting decision in a business is often called additional volume of business or the accept or reject special offer decision. This decision opportunity may take a number of forms. If a business has surplus inventory, it may reduce the price considerably for the purpose of quickly reducing inventory, recovering some invested capital, and also, if possible, increase net income. In some cases, buyers will offer to purchase a much larger quantity, but only at a significantly lower price. For example, assume that the normal selling price is $300. A potential buyer offers to buy 1,000 units at a price of $200 per unit. The question comes into play then is: can a profit be made if the offer is accepted? The answer depends on how much fixed and variable costs are involved in the production and sale of the product. If the variable cost of selling and producing are say $120 and $60 respectively, then each unit sold would contribute $$20 per unit to overall income. However, if the prospective buyer is a regular customer, then acceptance of the offer is fraught with many dangers. Making a one time sale to a regular customer at a price below the price necessary to be profitable in the long run is an invitation to bankruptcy. This special offer decision is discussed in more detail in chapter 13. The special offer involves factors involved in the price decision, and therefore is discussed in some detail on the chapter concerning the price decision. Summary The three decisions discussed in this chapter: (1) opening a new territory, (2) selling on credit, and (3) compensating and hiring sales people are critically important in many businesses. Cost-volume-profit analysis and incremental analysis are two tools that can be effectively used to evaluate and make these types of decisions. Good management of the sales force is critically important. Decisions pertaining to the number of sales people needed and the compensation of sales people need constant attention. The sales force decisions made last period may not be the right
15 Management Accounting 189 Analysis of Sales Compensation Plans Plan A Plan B Plan C Plan D Plan E Plan F Computation of Total Salaries Customers requesting demonstrations 300, , , , , ,000 Calls per quarter Sales people needed 5,000 3,500 3,000 2,500 2,000 1,500 Salary $4,000 $3,500 $3,000 $2,500 $2,000 $1,500 Total salaries $20,000,000 $9,000,000 $6,250,000 $4,000,000 $2,250,000 Computation of Total Commissions Sales (units) 75,000 75,000 75,000 75,000 75,000 75,000 Sales (dollars) $22,500,000 $22,500,00 $22,500,000 $22,500,000 $22,500,00 $22,500,000 Commission rate Total commissions $450,000 $1,350,000 $2,250,000 $3,150,000 $5,625,000 $6,750,000 Incremental Analysis - Cost Comparison of Sales Compensation Plans Plan A Plan B Plan C Plan D Plan E Plan F Salary $4,000 $3,500 $3,000 $2,500 $2,000 $1,500 Sales Commission Total Salaries (see above) Total Commissions (see above) Total sales people compensation Compensation per sales person Compensation per unit sold $20,000,000 $12,250,000 $9,000,000 $6,250,000 $4,000,000 $2,250,000 $450,000 $ 1,350,000 $2,250,000 $3,150,000 $5,625,000 $6,750,000 $20,450,000 $13,600,000 $11,250,000 $9,400,000 $9,625,000 $9,000,000 $4,090 $3,886 $3,750 $3,760 $4,813 $6,000 $273 $!81 $150 $125 $128 $120 decisions for the current period. Because the management accountant has knowledge of tools useful in making these decisions, it is important for the management accountant to have a solid grasp of the basic fundamentals and problems in the making of sales
16 190 CHAPTER TEN Incremental Analysis and Cost Volume Profit Analysis: Special Applications force decisions. Tools such as cost-volume-profit analysis, incremental analysis, and segmental contribution reporting can be useful in making these decisions. Q In opening a new territory, what steps should be taken to determine whether or not the territory should be opened? Q Explain the difference between contribution margin and segmental contribution. Q What costs are incurred by the granting of credit that would not otherwise be incurred? Q What services are sales people in general likely to perform? Q How can cost volume profit analysis be used to help make the credit decision? Q How can cost volume profit analysis be used to help make the open a new territory decision? Q Which goal should a business pursue? 1. Minimize sales compensation without regard to total compensation per sales person. 2. Maximize sales compensation per sales person. Q What problems are likely to be encountered if only a salary is paid to sales people? Q What problems, if any, are likely to be encountered if only a commission is paid to sales people? Exercise 10.1 Opening a New Territory The management of the K. L. Widget Company is considering opening a new territory called the Midwest territory. Last year s sales of units were far below the volume required to make the company profitable. The company s goal is for the new territory to earn $400,000 annually. The marketing department through marketing research and analysis of internal sales and financial data has made available the following information relevant to the opening of this territory. Direct expenses: Selling: Variable Per Unit Cost of goods sold $ Packaging $ 2.00
17 Management Accounting 191 Sales peoples commissions (10%) $ Sales people travel expense $ 6.00 Bad debts $ 3.00 Credit department $ 1.00 Direct Fixed (Annual) Salaries of sales people $ 4,500,000 Sales people training $ 124,000 Advertising $ 1,380,000 Territory sales office lease $ 60,000 Office operating expense $ 240,000 Home office sales expense $ 96,000 General and administrative Variable Travel $ 2.50 Supplies $ 1.00 Direct fixed None Indirect costs: Selling Credit $ 96,000 General and administrative Executive salaries $ 1,080,000 Secretarial & clerical salaries $ 240,000 Supplies $ 60,000 Deprecation, building $ 18,000 Depreciation, furniture and fixtures $ 30,000 Fixed manufacturing overhead $ 3,600,000 Note: the indirect costs/expenses are expenses that were incurred last year. The opening of the Midwest territory will have no effect on these expenses. The market potential of the Midwest territory on an annual basis is estimated to be about 1,000,000 potential customers On the average a customer purchases 1 Gadget. An analysis of demand indicates that approximately 30% of the potential customers would request a demonstration. If the Midwest territory is opened, management will consider granting the customers three months of credit. Given these credit terms, it is estimated that 35% of the customers requesting a demonstration will purchase. The price of the product in the Midwest territory will be $ The company believes it has sufficient production capacity to meet the increased sales, if the Midwest territory is opened. No increase in fixed manufacturing overhead is anticipated.
18 192 CHAPTER TEN Incremental Analysis and Cost Volume Profit Analysis: Special Applications Required: 1. Prepare an income statement for the Midwest territory based on direct costing. Also, show segmental contribution. 2. Compute the break even point of the Midwest territory. 3. Compute the target income point of the Midwest territory. Exercise 10.2 Credit Analysis The management of the K. L. Widget Company has tentatively decided to offer its customers credit. The management believes that credit will increase sales as follows: 3 months credit 20% 6 months credit 35% 12 months credit 50% Selling on credit will increase the salesmen s sales-calls ratio. Extending credit will not result in an increase in demonstrations or an expansion of market potential. Therefore, the offering of credit terms does not increase the need for more sales people to call on customers. In addition to increasing revenue, selling on credit will also increase operating expenses. Excessive credit terms could have the negative effect of decreasing net income. If credit terms are extended to customers, then a credit department would have to be established to handle the administration of credit processing and collection. Estimated cost of operating a credit department include the following: Salary (annual) of a credit manager $35,000 Salary (annual) of an assistant manager $25,000 Hourly wages of two clerks $ (The number of working hours in a typical year is 2,112) Selling on credit requires that a credit check be run on each purchaser. The cost of this credit check will average $5.00 per application. In addition, selling on credit involves additional bookkeeping. Credit terms of 3 months involves four basic journal entries while 12 months credit would result in 13 entries. The average cost per entry is estimated to be $.15. Even though credit is offered to all, some customers will still prefer to pay cash. Also, some customers that can afford to pay cash will choose credit simply because it available. Consequently, the percentage of customers using credit may be higher than the percentage increase in sales due to credit. The percentage of customers that will buy on credit is estimated as follows; 3 months credit 30% 6 months credit 50% 12 months credit 80%
19 Management Accounting 193 Selling on credit will inevitably involve uncollectable accounts. Based on the experience of other firms in the industry, management has estimated that the bad debt percentage as follows: 3 months credit 3 % of credit sales 6 months credit 6 % of credit sales 12 months credit 15 % of credit sales Other information and data relevant to an incremental approach for analyzing the credit decision include: Sales last year (units) 104,000 Sales price $200 Variable costs (per unit): Manufacturing costs $ Selling expenses (other than cost of goods sold) $ General and administrative $ 3.40 Fixed expenses: Selling expenses $ 10,800,000 General and administrative $ 1,400,000 Fixed manufacturing costs $ 3,600,000 Required: 1. Prepare a work sheet with the following headings: Credit Terms 3 Months 6 Months 12 Months 2. Using the work sheet prepared in requirement 1, compute the incremental income/loss that would result from offering customers different credit terms. Only relevant costs and revenues need be included in the analysis. Assume that Territory 4 has not been opened. 3. Identify and briefly discuss decisions that could be made that would make selling on credit more desirable.
20 194 CHAPTER TEN Incremental Analysis and Cost Volume Profit Analysis: Special Applications Exercise 10.3 Sales People Compensation The K. L. Widget Company has developed two plans for compensation of its sales people. However, only one plan can be implemented. The two plans, labeled plan A and Plan B are as follows: Plan A Plan B Salary $12,000 $24,000 Commission rate 12% 6% Sales-calls ratio 30% 30% Number of calls per sales person 1, The marketing department believes that in the coming year plan A will result in more calls per sales person. However, if insufficient calls are made or sales resistance is greater than anticipated, then the turnover of sales people will be greater under plan A. Analysis by the marketing department of past sales and the exiting marketing environment projects the potential number of customers per year at 1,000,000. Of this number 30% will be receptive to a call and a sales pitch by the sales people. Under plan A less sales people will be needed; however, the commissions paid will be much greater. The price of the production is currently $200 and will remain the same throughout the coming year. Required: Compute the cost sales people compensation cost under each plan. What is the break even point of each plan?
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