Apsung Ltd produces and sells the AS mobile phone with three models in the range, the AS10, AS20 and the AS30. In the UK Apsung Ltd sells via its own stores located in all major cities as well as to the electronics superstore CPW World. To encourage CPW World to stock the phones a substantial trade discount has been agreed.

In addition, Apsung Ltd sells the phones directly to customers online of which 70% of these sales relate to the UK with the remainder sold overseas.

The latest income statements for Apsung Ltd are detailed below.

AS10 AS20 AS30 Total

'000 '000 '000 '000

Sales Revenue 1,737 2,895 1,158 5,790

Variable Manufacturing Costs 530 905 1,222 2,657

Trade Discounts 25 25 25 75

Salesforce commission costs 15 25 32 72

Total costs 570 955 1279 2,804

Contribution 1,167 1,940 (121) 2,986

Fixed manufacturing costs 185 302 382 869

Sales and marketing costs 232

Administration costs 185

Net Income 982 1,638 (503) 1,700

Apsung Ltd want to understand the profitability of their products when sold via the different routes to market, particularly as the AS30 has a negative contribution and have provided the following information relating to sales:

i)The company's own stores account for 50% of the total sales revenue and these are split between the AS10, AS20 and AS30 in the proportions 3:5:2.

ii)CPW World are a growing source of income and now account for 20% of the total sales revenue. They sell 115,800 of the AS30 and sales of the AS10 are double this amount. The balance of their sales relate to the AS20.

iii)The online UK sales have the same breakdown by product as seen in their own stores.

iv)The balance of sales by product relates to the online overseas customers.

In addition:

v)The price of each type of product is the same for all customers.

vi)Variable costs can be allocated to products in the same percentage per product as shown in the income statement.

vii)Trade discounts are only given to CPW World.

viii)Sales commission is 1.25% of selling price.

ix)Fixed manufacturing costs should be allocated to customers based on sales value of each product.

x)Sales and marketing costs as well as administration costs should be allocated to Home Stores, CPW World, UK online and Overseas online in the proportion 3:2:2:1.

Required:

a)Prepare detailed customer profitability analysis for Apsung Ltd by customer group.(14 marks)

Analyse the results provided for Apsung Ltd as well as your own results calculated in part a). Include any advice that you think might be important for Apsung Ltd to consider. (6 marks)