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3. 'I know headquarters wants us to add that new product line, said Dell Hayasi, manager of Billings Company's Office Products Division. But I want
3. "'I know headquarters wants us to add that new product line," said Dell Hayasi, manager of Billings Company's Office Products Division. But I want to see the numbers before I make any move. Our division's return on investment (ROI) has led the company for three years, and I don't want any letdown." Billings Company is a decentralized wholesaler with five autonomous divisions. The divisions are evaluated on the basis of ROI, with year-end bonuses given to the divisional managers who have the highest ROIs. Operating results for the company's Office Products Division for the most recent year are given below: Sales Variable Expenses Contribution Margin Fixed Expenses Net Operating Income Divisional Average Operating Assets $10,000,000 $6,000,000 $4,000,000 $3,200,000 $800,000 $4,000,000 The company had an overall return on investment (ROI) of 15% last year across all divisions). The Office Products Division has an opportunity to add a new product line that would require an additional investment in operating assets of $1,000,000. The cost and revenue characteristics of the new product line per year would be: Sales Variable Expenses Fixed Expenses $2,000,000 60% of sales $640,000 Present Newt Total Sales Net Operating Income Operating assets Margin Turnover ROI $10,000,000 $800,000 $4,000,000 8% 2.5 20% $2,000,000 $160,000 $1,000,000 8% 2 16% $12,000,000 $960,000 $5,000,000 8% 2.4 19.2% Sales Variable expense Contribution Margin Fixed expense Net Operating income $2,000,000 $1200000 $800000 $640,000 $160000 Required: a) If you were in Dell Havasi's position, would you accept or reject the new product line? Explain. b) Why do you suppose headquarters of Billings Company is anxious for the Office Products Division to add the new product line? L c) Suppose that the company's minimum required rate of return on operating assets is 12% and that performance is evaluated using residual income. Compute the Office Products Division's residual income for the most recent year; also compute the residual income as it would appear if the new product line is added. Under these circumstances, if you were in Dell Havasis position, would you accept or reject the new product line? Explain. d) Suppose Billings' five divisions range from sales of $500,000 to $50,000,000, with Dell Havasi's Office Product Division sitting in the middle in terms of sales. In this scenario, why would evaluating performance using only residual income be a bad idea even though it encourages profitable investments? Explain briefly in 1-2 sentences
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