Alberta Gauge Company Ltd. a small manufacturing company in Calgary Alberta manufactures three types of electrical gauges used in a variety of machinery. For many years the company has been profitable and has operated at capacity. However in the last two years prices on all gauges were reduced and selling expenses increased to meet competition and keep the plant operating at capacity. Second-quarter results for the current year which follow typify recent experience.
ALBERTA GAUGE COMPANY LTD.
Income Statement
Second Quarter
(in thousands)
Alice Carlo the companys president is concerned about the results of the pricing selling and production prices. After reviewing the second-quarter results she asked her management staff to consider the following three suggestions:
Discontinue the R-gauge line immediately. R-gauges would not be returned to the product line unless the problems with the gauge can be identified and resolved.
Increase quarterly sales promotion by $100000 on the Q-gauge product line in order to increase sales volume by 15 percent.
Cut production on the E-gauge line by 50 percent and cut the traceable advertising and promotion for this line to $20000 each quarter.
Jason Sperry the controller suggested a more careful study of the financial relationships to determine the possible effects on the companys operating results of the presidents proposed course of action. The president agreed and assigned JoAnn Brower the assistant controller to prepare an analysis. Brower has gathered the following information.
All three gauges are manufactured with common equipment and facilities.
The selling and administrative expense is allocated to the three gauge lines based on average sales volume over the past three years.
Special selling expenses (primarily advertising promotion and shipping) are incurred for each gauge as follows:
The unit manufacturing costs for the three products are as follows:
The unit sales prices for the three products are as follows:
Q-gauge …………………………………………………………………….. $200
E-gauge …………………………………………………………………….. 90
R-gauge …………………………………………………………………….. 180
Unit contribution E-gauge: $19.00
The company is manufacturing at capacity and is selling all the gauges it produces.
Required:
1. JoAnn Brower says that Alberta Gauge Companys product-line income statement for the second quarter is not suitable for analyzing proposals and making decisions such as the ones suggested by Alice Carlo. Write a memo to Alberta Gauges president that addresses the following points.
a. Explain why the product-line income statement as presented is not suitable for analysis and decision making.
b. Describe an alternative income-statement format that would be more suitable for analysis and decision making and explain why it is better.
