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Morelli Electric Motor Corporation manufactures electric motors for commercial use. The company produces three models, designated as standard, deluxe, and heavy-duty. The company uses a

Morelli Electric Motor Corporation manufactures electric motors for commercial use. The company produces three models, designated as standard, deluxe, and heavy-duty. The company uses a job-order cost-accounting system with manufacturing overhead applied on the basis of direct-labor hours. The system has been in place with little change for 25 years. Product costs and annual sales data are as follows:

Standard Model Deluxe Model Heavy-Duty Model
Annual sales (units) 19,000 1,500 9,400
Product costs:
Raw material $ 12 $ 27 $ 48
Direct labor 8 (0.5 hr. at $16) 16 (1 hr. at $16) 16 (1 hr. at $16)
Manufacturing overhead* 60 120 120
Total product cost $ 80 $ 163 $ 184

*The calculation of the predetermined overhead rate is as follows:

Manufacturing-overhead budget:
Depreciation, machinery $ 1,310,000
Maintenance, machinery 110,000
Depreciation, taxes, and insurance for factory 210,000
Engineering 290,000
Purchasing, receiving and shipping 230,000
Inspection and repair of defects 280,000
Material handling 360,000
Miscellaneous manufacturing overhead costs 210,000
Total $ 3,000,000

Direct-labor budget:
Standard model: 11,000 hours
Deluxe model: 3,000 hours
Heavy-duty model: 11,000 hours
Total 25,000 hours

Predetermined overhead rate: Budgeted overhead = $3,000,000 = $120 per hour
Budgeted direct-labor hours 25,000 hours

For the past 10 years, the companys pricing formula has been to set each products target price at 110 percent of its full product cost. Recently, however, the standard-model motor has come under increasing price pressure from offshore competitors. The result was that the price on the standard model has been lowered to $110. The company president recently asked the controller, Why cant we compete with these other companies? Theyre selling motors just like our standard model for 94 dollars. Thats only a buck more than our production cost. Are we really that inefficient? What gives? The controller responded by saying, I think this is due to an outmoded product-costing system. As you may remember, I raised a red flag about our system when I came on board last year. But the decision was to keep our current system in place. In my judgment, our product-costing system is distorting our product costs. Let me run a few numbers to demonstrate what I mean. Getting the presidents go-ahead, the controller compiled the basic data needed to implement an activity-based costing system. These data are displayed in the following table. The percentages are the proportion of each cost driver consumed by each product line.

Product Lines
Activity Cost Pool Cost Driver Standard Model Deluxe Model Heavy-Duty Model
I. Depreciation, machinery
Maintenance, machinery Machine time 38 % 15 % 47 %
II. Engineering
Inspection and repair of defects Engineering hours 47 % 6 % 47 %
III. Purchasing, receiving, and shipping
Material handling Number of material orders 47 % 8 % 45 %
IV. Depreciation, taxes, and insurance for factory Miscellaneous manufacturing overhead Factory space usage 40 % 19 % 41 %

Required: 1. Compute the target prices for the three models, based on the traditional, volume-based product-costing system. 2. Compute new product costs for the three products, based on the new data collected by the controller. 3. Calculate a new target price for the three products, based on the activity-based costing system

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