Question

Please answrer the follwoing 3 questions at the bottom, thank you

A contribution format income statement for the most recent year for Big Bear Consumer Electronics Inc. is shown below.

		Total Department			AM/FM radios		HD radios
Sales		$320,000	100%		$270,000	100%	$50,000	100%
Less variable expenses		236,000	74%		216,000	80%	20,000	40%
Contribution Margin		84,000	26%		54,000	20%	30,000	60%
Less Traceable Fixed Expenses		15,000	5%		10,000	4%	5,000	10%
Segment Margin		69,000	22%		$44,000	16%	$25,000	50%
Less Common Fixed Expenses		40,000	13%
Net Operating Income		$29,000	9%

PROBLEM BACKGROUND:

Shortly after graduating with a business degree from Bridgewater State University, you are hired as an assistant to the District Manager of a national consumer electronics chain.  

During your first day on the job, you attend a meeting regarding product lines carried by the chain. You learn about a fairly new innovation called HD (high definition) radio. This product allows consumers to listen to not only traditional AM and FM bands, but also to the newly created HD frequencies that most local radio stations are broadcasting free of charge to listeners on adjacent frequencies that previously were unused. Unlike satellite radio, this service requires no subscription charges. Consumers who have heard HD radio tell you that AM-HD broadcasts sound like FM and FM-HD broadcasts sound like CD quality!

Due to improved manufacturing technologies, the cost to manufacture HD radios has dropped dramatically.

PROBLEM:

Your boss (the District Manager) has authorized you to spend $10,000 for advertising for one of your chain’s local stores, promoting one of their product lines.   A Marketing Research class at Bridgewater State University conducted a study indicating that the additional advertising would increase sales of the AM/FM radios by $50,000 and increase sales of the HD radios by only $45,000.

The local store manager (who never took a course in Managerial Accounting) argues that the advertising budget should be spent on the AM/FM radios because it will result in more sales dollars. The store manager also argues that the AM/FM radio line’s total sales are substantially higher than the HD line, therefore as the biggest selling item, it should receive all advertising allotments.

Questions(1-3)

1.Determine which product line (AM/FM radios or HD radios) you will spend the $10,000 of advertising on. Show your work, justifying this decision, based upon a cost/benefit analysis.   What would you tell the store manager? Include a short memo to your boss (the District Manager) explaining your decision.

2. What form of media would you recommend using to advertise your chosen product line?   (explain why)

3. Are there any “implicit” considerations that should enter the decision on which product line to promote?

Answer 1

statement showing cost benefit of advertising

Particulars	FM-AM radio	HD radio
Contribution margin ratio	20%	60%
increased sale due to advertising	50000	45000
Incremental contribution	10000	27000
Incremental cost	10000	10000
Net benefit	NIL	17000

hence, 10000 should be incurred on advertising of HD radio as it will give incremental benefit of 17000. store manager is not right in his view , he should understand the statement of cost benefit analysis prepared above.

A memo to district manager will give details of decision taken and show basis on which decision has been taken. The statement of cost benefit analysis should be attached to memo for making it more understandable,

2) i would recommend Radio advertising because it will cover all the target segment of customer and customers will realize about the new and advance product and they can switch over to new HD radio. and if we even lose old market for FM/AM radio it will not much effect profitability because it has too less contribution margin ratio as compared to HD radio.

3) Company should offer high quality of radio it will help in achieving high market share of HD radio and company should advertise in such a way so that new customer can be attracted and existing market share is not lost.