Profitability Analysis High Point Furniture Company (HPF) manufactures very high-quality furniture for sale directly to exclusive hotels, interior designers, and select retail outlets throughout the world. HPF’s products include upholstered furniture, dining tables, bedroom furniture, and a variety of other products, including end tables. Through attention to quality and design innovation, and by careful attention to changing consumer tastes, HPF has become one of the most successful furniture manufacturers worldwide. Hal Blin, the chief operating officer of HPF, is reviewing the most recent sales and profits report for the three best-selling end tables in HPFs product line—the Parker, Virginian, and Weldon end tables. Hal is concerned about the relatively poor performance of the Weldon line. He discusses the prospects for the line with HPF’s marketing and sales vice-president, Joan Hunt. Joan notes that there has been no significant trend up or down in any of the end table lines, though the direction of consumer tastes would probably favor the Virginian and Parker lines. Hal and Joan agree that this may be the time for further analysis to determine whether the Weldon line should be discontinued.
HPF Sales and Profits Report: End
| Parker | Virginian | Weldon |
| |||||
| Per Unit | Total | Per Unit | Total | Per Unit | Total | Total | ||
Sales units |
| 150,000 |
| 335,000 |
| 165,000 |
| ||
Sales dollars | $459.00 | $68,850,000 | $365.00 | $122,275,000 | $248.00 | $40,920,000 | $232,045,000 | ||
Factory Costs | |||||||||
Labor | 125.00 | 18,750,000 | 118.00 | 39,530,000 | 62.00 | 10,230,000 | 68,510,000 | ||
Raw materials | 88.50 | 13,275,000 | 66.00 | 22,110,000 | 78.00 | 12,870,000 | 48,255,000 | ||
Power | 23.50 | 3,525,000 | 15.60 | 5,226,000 | 13.80 | 2,277,000 | 11,028,000 | ||
Repairs | 12.25 | 1,837,500 | 12.25 | 4,103,750 | 12.25 | 2,021,250 | 7,962,500 | ||
Factory equipment | 33.50 | 5,025,000 | 33.50 | 11,222,500 | 33.50 | 5,527,500 | 21,775,000 | ||
Other costs | 14.00 | 2,100,000 | 12.50 | 4,187,500 | 13.25 | 2,186,250 | 8,473,750 | ||
Total factory cost | 296.75 | 44,512,500 | 257.85 | 86,379,750 | 212.80 | 35,112,000 | 166,004,250 | ||
Selling and Administrative Expenses | |||||||||
Selling expense | 45.00 | 6,750,000 | 36.00 | 12,060,000 | 25.00 | 4,125,000 | 22,935,000 | ||
Office expense | 16.80 | 2,520,000 | 16.80 | 5,628,000 | 16.80 | 2,772,000 | 10,920,000 | ||
Administrative expense | 27.50 | 4,125,000 | 27.50 | 9,212,500 | 27.50 | 4,537,500 | 17,875,000 | ||
Other admin. expense | 6.50 | 975,000 | 6.50 | 2,177,500 | 6.50 | 1,072,500 | 4,225,000 | ||
Total cost | 392.55 | 58,882,500 | 344.65 | 115,457,750 | 288.60 | 47,619,000 | 221,959,250 | ||
Operating profit (loss) | $ 66.45 | $ 9,967,500 | $ 20.35 | $ 6,817,250 | $ (40.60) | $ (6,699,000) | $ 10,085,750 | ||
Note: Selling expense consists of fixed salaries for the sales staff, advertising, and the cost of marketing/sales management. Power is for equipment used in manufacturing and varies with the number of units produced. Other factory costs, including repairs and equipment, are considered to be fixed costs.
Required
1. Using Excel or an equivalent spreadsheet, develop an analysis that can help Hal decide about the future of the Weldon line. Should the Weldon line be dropped? Why or why not?
2. Using the spreadsheet you developed in Part 1, determine whether your answer would change if sales of Weldon are expected to fall by 80 percent.
3. Again using the spreadsheet in Part 1, determine whether the Weldon line should be discontinued if the resources devoted to Weldon could be used to increase sales by 10 percent in each of the other two lines.
4. Again using the spreadsheet in Part 1 and using Goal Seek in Excel or an equivalent, determine the sales increase (or decrease) in the sales of the Parker line that would be necessary if the Weldon line were discontinued to maintain the firm’s overall profit in Part 1. For an illustration of Goal Seek, seek Exhibit 9.5 in Chapter 9.
5. Given your answers to Parts 1 through 4 above, consider the overall competitive environment facing HPF and make your recommendations regarding the firm’s strategic position and direction at this time.
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