Refer to Exercise 12-21. Suppose that the market for silk-screened T-shirts grew by 10% during 2017. All increases in sales greater than 10% are the result of Gianni's strategic actions.

Exercise 12-21.

Gianni & Sons buys T-shirts in bulk, applies its own trendsetting silk-screen designs, and then sells the T-shirts to a number of retailers. Gianni wants to be known for its trendsetting designs, and it wants every teenager to be seen in a distinctive Gianni T-shirt. Gianni presents the following data for its first two years of operations, 2016 and 2017.

Administrative costs depend on the number of customers Gianni has created capacity to support, not on the actual number of customers served. Gianni had 3,600 customers in 2016 and 3,500 customers in 2017.
Required
Calculate the change in operating income from 2016 to 2017 due to growth in market size, product differentiation, and cost leadership. How successful has Gianni been in implementing its strategy? Explain.

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2016 2017 1. 2. 3. 4. 5. 6. 7. 8. Number of T-shirts purchased Number of T-shirts discarded Number of T-shirts sold (row 1- row 2) Average selling price Average cost per T-shirt Administrative capacity (number of customers) Administrative costs Administrative cost per customer (row 7 row 6) 215,000 15,000 200,000 $ 30.00 $ 15.00 4,500 $1,633,500 $ 363 245,000 20,000 225,000 S 31.00 S 13.00 4,250 S1,593,750 S 375