Question

“I know headquarters wants us to add that new product line,” said Dell Havasi, manager of Billings Company’s Office Products Division. “But I want to see the numbers before I make any move. Our division’s return on investment (ROI) has led the company for three years, and I don’t want any letdown.”

Billings Company is a decentralized wholesaler with five autonomous divisions. The divisions are evaluated on the basis of ROI, with year-end bonuses given to the divisional managers who have the highest ROIs. Operating results for the company’s Office Products Division for this year are given below:

Sales	$	21,902,000
Variable expenses		13,788,600
Contribution margin		8,113,400
Fixed expenses		6,055,000
Net operating income	$	2,058,400
Divisional average operating assets	$	4,562,500

The company had an overall return on investment (ROI) of 18.00% this year (considering all divisions). Next year the Office Products Division has an opportunity to add a new product line that would require an additional investment that would increase average operating assets by $2,250,500. The cost and revenue characteristics of the new product line per year would be:

Sales	$9,450,000
Variable expenses	65% of sales
Fixed expenses	$2,570,200

Required:

1. Compute the Office Products Division’s ROI for this year.

2. Compute the Office Products Division’s ROI for the new product line by itself.

3. Compute the Office Products Division’s ROI for next year assuming that it performs the same as this year and adds the new product line.

4. If you were in Dell Havasi’s position, would you accept or reject the new product line?

5. Why do you suppose headquarters is anxious for the Office Products Division to add the new product line?

6. Suppose that the company’s minimum required rate of return on operating assets is 14% and that performance is evaluated using residual income.

a. Compute the Office Products Division’s residual income for this year.

b. Compute the Office Products Division’s residual income for the new product line by itself.

c. Compute the Office Products Division’s residual income for next year assuming that it performs the same as this year and adds the new product line.

d. Using the residual income approach, if you were in Dell Havasi’s position, would you accept or reject the new product line?

Answer 1

	Current	New Product	Combined
Sales	$ 21,902,000	$   9,450,000	$ 31,352,000
Variable expenses	$ 13,788,600	$   6,142,500	$ 19,931,100
Contribution margin	$    8,113,400	$   3,307,500	$ 11,420,900
Fixed expenses	$    6,055,000	$   2,570,200	$   8,625,200
Net operating income	$   2,058,400	$      737,300	$   2,795,700
Divisional average operating assets	$   4,562,500	$   2,250,500	$   6,813,000

ROI = Net Operating Income / Divisional Average Operating Assets
Residual Income = Net Operating Income - Divisional Average Operating Assets x Minimum Required rate of return

1.
ROI = $2058400 / 4562500 = 45.12%

2.
ROI = $737300 / 2250500 = 32.76%

3.
ROI = $2795700 / 6813000 = 41.03%

4.
Reject the product line, since ROI of the product line is lower from that of ROI of Division

5.
Headquater is anxious because ROI of product line is quite higher than overall ROI of the company

6.
a. Residual Income = $2058400 - 4562500 x 14% = $1419650

2.
Residual Income = $737300 - 2250500 x 14% = $422230

3.
Residual Income = $2795700 - 6813000 x 14% = $1841880