Keep-or-Drop for Service Firm, Complementary Effects, Traditional Analysis
Devern Assurance Company provides both property and automobile insurance. The projected income statements for the two products are as follows:
Property Insurance |
Automobile Insurance |
||
---|---|---|---|
Sales | $4,200,000 | $12,000,000 | |
Less variable expenses | 3,830,000 | 9,600,000 | |
Contribution margin | $370,000 | $2,400,000 | |
Less direct fixed expenses | 400,000 | 500,000 | |
Segment margin | $(30,000) | $1,900,000 | |
Less common fixed expenses (allocated) | 100,000 | 200,000 | |
Operating income (loss) | $(130,000) | $1,700,000 |
The president of the company is considering dropping the property insurance. However, some policyholders prefer having their property and automobile insurance with the same company, so if property insurance is dropped, sales of automobile insurance will drop by 12 percent. No significant non-unit-level activity costs are incurred.
Required:
1. If Devern Assurance Company drops property insurance, by how much will income increase or decrease?
Decrease by $
Feedback
Prepare the segmented income statement to determine the effect of dropping the segment of the business.
As a supporting computation, prepare a segmented income statement for the keep-or-drop decision.
Devern Assurance Company | ||
Keep-or-Drop For Service Firm | ||
Segmented Income Statement | ||
Keep | Drop | |
Sales | $ | $ |
Less variable expenses | ||
Contribution margin | $ | $ |
Less direct fixed expenses | ||
Segment margin | $ | $ |
Feedback
Prepare an income statement for the company if the property insurance were to be dropped. Compare that to the existing income statement for the entire company. Common fixed expenses are not traceable to the segments. They would remain even if one of the segments were eliminated.
2. Assume that dropping all advertising for the property insurance line and increasing the corporate advertising budget by $450,000 will increase sales of property insurance by 10 percent and automobile insurance by 8 percent. Prepare a segmented income statement that reflects the effect of increased advertising.
Devern Assurance Company | |||
Keep-or-Drop For Service Firm | |||
Segmented Income Statement | |||
Property Insurance | Automobile Insurance | Total | |
Sales | $ | $ | $ |
Less variable costs | |||
Contribution margin | $ | $ | $ |
Less direct fixed expenses | |||
Segment margin | $ | $ | $ |
Less common fixed costs | |||
Operating income | $ |
Feedback
Review what you have learned about segmented income statements in the chapter. Common fixed expenses are not traceable to the segments. They would remain even if one of the segments were eliminated.
Should advertising be increased?
Yes
1.
Keep | Drop | |
Sales | $16,200,000 | $10,560,000 (12,000,000-12%) |
Less; Variable expenses | 13,430,000 | 8,448,000 (9,600,000-12%) |
Contribution margin | 2,770,000 | 2,112,000 |
Less:Direct fixed expenses | 900,000 | 500,000 |
Segment margin | $1,870,000 | $1,612,000 |
As per above result if property insurance is dropped then income decrease by $258,000.
2.
Property insurance | Automobile insurance | Total | |
Sales | $4,620,000 (4,200,000+10%) | $12,960,000 (12,000,000+8%) | $17,580,000 |
Less: Variable expenses | 4,213,000 (3,830,000+10%) | 10,368,000 (9,600,000+8%) | 14,581,000 |
Contribution margin | 407,000 | 2,592,000 | 2,999,000 |
Less: Direct fixed expenses | 0 | 500,000 | 500,000 |
Segment margin | 407,000 | 2,092,000 | $2,499,000 |
Less: Common fixed costs | 750,000 | ||
Operating income | $1,749,000 |
3.
Yes
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