Questions
Question 2: (22 marks) a) How might customer profitability analysis be used to improve organisational performance?...

Question 2:

a) How might customer profitability analysis be used to improve organisational performance? Suggest and explain which costing approach can be used to implement customer profitability analysis?

b) Hector Gonzales runs the Floral Art Company, which supplies floral arrangements to three large supermarket chains throughout Australia. Management has become concerned about the rising costs associated with the process and dispatch of orders. An activity analysis of the indirect costs identified the following customer-related costs.

Estimated indirect costs

Total expected use of cost driver*

Use of cost driver           Supermarket customer

Acitvity cost pool

Cost driver

1

2

3

Orders processing

Number of orders

$200,000

450

300

100

50

Returns processing

Number of returns

$50,000

100

50

25

25

Delivery

Number of deliveries

$100,000

700

400

200

100

Rush orders

Number of rush orders

$70,000

50

10

20

20

Sales visits

Number of visits

$20,000

100

50

25

25

Required:

  1. Assign the activity costs to each of the three customers
  1. Calculate the contribution for each customer if the sales pattern for each is as follows:

Supermarket customer

Sales revenue**

1

$350,000

2

$160,000

3

$210,000

**Selling price is marked up 50% on direct cost of flowers.

Hints: conduct a customer profitability analysis based on the above customer related indirect costs.

  1. What conclusion can we draw from the customer profit analysis? Advise the management of the Floral Art Company as to whether any changes should be made in its relationships with customers. Advise Hector as to how he should go about executing these changes.

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  2. Using this information about demand and the total revenue, draw the demand and TR revenue curves.
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