ONLY NEED QUESTION 3 DONE

Intellectual stimulation and self-expression, Security and peace of mind, Quality and value. Seniors respond to benefit-driven messages; to attract them, advertising has to communicate tangible benefits rather than features and amenities. MARKETING AND SALES The forecasted increase in Lets Gos sales can be seen in the companys sales projections presented in Exhibit 1 (actual for the years 2005 through 2010 and projected for the years 2011 through 2015). Although the weather can have a significant impact on the travel trailer industry (i.e., hurricane season, flooding, and even droughts have had negative effects on the sales and rentals of travel trailers), Lets Gos management believes these problems will be mitigated in the future by global warming. All sales projections are done by Mark Newman in his role as Lets Gos president. IMA EDUCATIONAL CASE JOURNAL 1 VOL. 4, NO. 1, ART. 3, MARCH 2011

To keep from losing sales, the company maintains finished goods inventory on hand at the end of each month equal to 300 trailers plus 20% of the next months sales. The finished goods inventory on December 31, 2010, was budgeted to be 1,000 trailers. Jim West, Lets Gos vice president of marketing and sales, would rather see a minimum finished goods inventory of no less than 1,500 trailers. Jim refuses to talk to Tom Sloan, Lets Gos production manager. Tom is always trying to get Jim to consider adopting flexible inventory levels, which Jim is certain would affect his yearly bonus. The vice president of sales and marketing is eligible for a 20% bonus based on sales. Unfortunately, Jim did not receive a bonus in 2010. Sales were up, but Mark refused to give Jim the bonus, although it was earned, due to the high number of customer complaints. Jim was really steamed when he heard no bonus. Didnt Mark know those complaints were for poor quality? All of Jims efforts to grow sales and attract customers were, once again, destroyed by Tom Sloan and his production failures. TRAILER PRODUCTION Sheet aluminum represents the companys single most expensive raw material. Each travel trailer requires 30 square yards of sheet aluminum. The wholesale cost of sheet aluminum varies dramatically according to the time of year. The cost per square yard can vary from $15 in the spring, when new construction tends to start, to $8 in December and January, when demand is lowest. The use of aluminum in vehicles, including travel trailers, is increasing rapidly due to a heightened need for fuel efficient, environmentally friendly vehicles. Aluminum can provide a weight savings of up to 55% compared to an equivalent steel structure, improving gas mileage significantly. The aluminum industry and suppliers are dispersed across four-fifths of the country, yet they are largely concentrated in four regions: the Pacific Northwest, industrial Midwest, northeastern seaboard, and mid-South. Although this is a broad geographic presence, Lets Go Aero will be affected by distribution costs. Vicky Draper, Lets Gos vice president of purchasing and materials handling, is eager to implement just-in-time as a way of lowering Lets Gos aluminum cost. To offset the expense of distribution, Lets Go is located in Pennsylvania. Vickys projected 20% bonus, recently announced by Mark and effective for year-end 2011, is based on her ability to lower total material cost. Initially enthusiastic about her job and ability to earn a significant bonus, Vicky has become discouraged and angry. She is unable to convince Lets Gos current aluminum supplier to sign a prime vendor contract, and her efforts to locate an alternative vendor, willing to accept the conditions of a just in-time contract, have similarly failed. She blames Tom Sloan. Lets Gos current aluminum vendor refuses to sign a just-in-time prime vendor contract due to Toms uneven production schedule and his refusal to pay on time. Tom has been seen reading the help wanted ads, and Vicky over heard him talking to an employment agency. In keeping with the policy set by Tom as Lets Gos production manager, the amount of sheet aluminum on hand at the end of each month must be equal to one-half of the following months production needs for sheet aluminum. The raw materials inventory on December 31, 2010, was budgeted to be 39,000 square yards. The company does not keep track of work-in-process inventories. Budgeted expenses for Aluminum and other materials, as well as wages, heat, light and power, equipment rental, equipment purchases, depreciation, and selling and administrative for the first six months of 2011 are given below. January Aluminum $816,000 February $1,056,000 264,000 1,008,000 195,000 390,000 300,000 250,000 400,000 May $336,000 84,000 432,000 110,000 340,000 300,000 275,000 400,000 March $888,000 222,000 1,104,000 220,000 390,000 300,000 250,000 400,000 June $240,000 90,000 240,000 110,000 340,000 300,000 275,000 400,000 Other materials Wages Heat, light, & power Equipment rental Equipment purchases Depreciation Selling & admin 54,000 624,000 130,000 390,000 300,000 250,000 400,000 April Aluminum $552,000 Other materials Wages Heat, light, & power Equipment rental Equipment purchases Depreciation Selling & admin 138,000 672,000 135,000 340,000 300,000 275,000 400,000 Accounts for aluminum and other materials are paid in full during the month following their purchase. Accounts payable for aluminum and other materials purchased during December, 2010 totaled $850,000 combined. This amount will be paid in January, 2011. IMA EDUCATIONAL CASE JOURNAL 2 VOL. 4, NO. 1, ART. 3, MARCH 2011

COMPETITION CASH All forms of vacation and leisure activities, including theme parks, beach or cabin rentals, health spas, resorts, and cruise vacations compete with Lets Go Aero Travel Trailers for the consumer dollar. Other recreational purchases such as automobiles, snowmobiles, boats, and jet-skis are indirect competitors. Travel trailer manufacturers such as Crossroads RV, Jayco, Coachman RV, and Scamp also offer a moderate-to low-priced travel trailer. Manufacturers that offer more diverse product lines such as high-end trailers with luxury accommodations could compete for the fairly affluent senior market. Coachman RV, a direct Lets Go competitor, has become a leader in the recreational vehicle, motor home, and travel trailer industry through a commitment to quality and value based on excellence in engineering and attention to detail. Creative engineering, combined with high-accuracy analysis, reduced material costs at Coachman by more than 60% and labor costs by 78%. BUDGET PREPARATION To minimize company time lost on clerical work, Lets Gos accounting department prepares and distributes all budgets to the various departments every six months. Per Mark Newman, Freeing departmental managers from the budgeting process allows them to concentrate on more pressing matters. In keeping with the recently announced bonus plan for the vice president of purchasing and materials handling, Newman has instructed the accounting department to budget aluminum at $8 per square foot. The accounting manager recently received a 20% bonus for having prepared the budgets on time with little or no help from the other functional areas. Lets Gos vice president of finance, Becky Newman, has requested an $800,000, 90 day loan from the bank at a yet to be determine interest rate. Since Lets Go has experienced difficulty in paying off its loans in the past, the loan officer at the bank has asked the company to prepare a cash budget for the six months ending June 30, 2011, to support the requested loan amount. The cash balance on January 1, 2011, is budgeted at $100,000 (the minimum cash balance required by Lets Gos board of directors). HUMAN RESOURCES To accomplish the companys corporate strategic goals, Lets Go Aero Travel Trailers encourages upward communication among all its employees, from senior management to line employees. Decision making, although not an entirely democratic process, is based on a team approach. Newman, as Lets Gos president, encourages managers to think in terms of the marketplace and to look at the business of travel trailers as a whole rather than as functional department successes and decisions. In fact, Newman is so committed to the idea of cooperative management and teamwork that he has hired three separate human resource consultants in the past six months to lead the companys managers through team-building exercises. REQUIRED 2. Prepare production, purchasing, and cash budgets for Lets Go for the first six months of 2011 using the formats below. (hint: spreadsheet programs are wonderful!): PRODUCTION BUDGET Budgeted Sales Add: desired ending inventory Total needs Less: beginning inventory Trailer production Jan Feb ------- ------- ------- ------- March ------- ------- April ------- ------- May ------- ------- June ------- ------- Six Months ------- ------- IMA EDUCATIONAL CASE JOURNAL 3 VOL. 4, NO. 1, ART. 3, MARCH 2011

PURCHASES BUDGET Jan Feb March April May June Six Months Trailer production Sheet metal needs per trailer Total production needs Add: desired ending inventory Total materials needs Less: beginning inventory Total sheet metal purchases Cost per square yard Total cost ------- ------- ------- ------- ------- ------- ------- ------- ------- $____ $____ $___ ---------- ------- ------- ------- ------- ------- $____ $____ ------- ------- ------- $____ ------- ------- ------- $____ $ $ $ $ $ $ $ CASH BUDGET Cash beginning balance Add: cash collections Total cash available Less: cash disbursements xxxxx xxxxx xxxxx Etc. Total cash disbursements Excess (deficiency) Financing Borrowings Repayments Interest Total financing Cash balance ending Jan $____ ------ ____ ____ $ Feb March $____ $____ ------ ------ ____ ____ ____ ____ $ $ April May June $____ $____ $____ ------ ------ ------ ____ ____ ____ ____ ____ ____ $ $ $ Six Months $____ ------ ____ ____ $ Discuss the advantages and disadvantages of the budgets you have prepared. Who in the company does the budget help and whom, potentially, does it hurt. Does the budget help or hurt the sales department? What about production and finance? How are the various functional areas affected and why? 3. Andy Baxter, newly hired by Lets Go Aero from a competitor, suggests preparing the production budget assuming stable production. Prepare a second and third set of production, purchasing, and cash budgets. Hold production to a constant 3,000 trailers per month for the second set of budgets, and 3,500 trailers per month for the third set of budgets. The format for the purchasing and cash budgets should remain as presented in question 2. Use the following approach for the production budget: Discuss the advantages and disadvantages of the second and third sets of production, purchasing, and cash budgets you have prepared. Who within the company do these budgets help and whom, potentially do they hurt? Do these budgets help or hurt the sales department? What about production and finance? How are the various functional areas affected, and why? IMA EDUCATIONAL CASE JOURNAL 4 VOL. 4, NO. 1, ART. 3, MARCH 2011

PRODUCTION BUDGET Production (trailers) Add: beginning inventory Total available Less: budgeted sales Ending inventory Jan Feb March 3,000 3,000 3,000 ____ ____ ____ ____ ____ ____ April May June 3,000 3,000 3,000 ____ ____ ____ ____ ____ ____ Six Months 18,000 ____ ____ EXHIBIT 1. ACTUAL AND PROJECTED SALES IN NUMBER OF TRAILERS Actualsales 2005 2006 2007 2008 2009 2010 13,765 14,880 Projected sales 2011 2012 28,000 33,600 15,991 2013 40,320 17,809 19,634 23,322 2014 2015 48,384 58,060 4. What metric should Lets Go use to measure the performance of each manager in this case? What bonus system would you suggest that incorporates these measures and also encourages the managers to work as a team? The detail sales for 2010 (actual) and 2011 (projected) by month are as follows: Actual sales in dollars for the last two months of 2010 and budgeted sales for the first six months of 2011 follow: November 2010 (actual) December 2010 (actual) January 2011 (budgeted) February 2011 (budgeted) March 2011 (budgeted) April 2011 (budgeted) May 2011 (budgeted) June 2011 (budgeted) $1,439,000 $2,131,000 $2,500,000 $4,000,000 $5,000,000 $3,000,000 $2,200,000 $1,100,000 January February March April May June July August September October November December Total number of trailers 2010 2011 Actual Projected 1,983 2,500 3,218 4,000 3,981 5,000 3,240 3,000 1,755 2,000 901 1,000 763 1,000 611 1,000 1,622 2,000 1,678 2,000 1,439 2,000 2,131 2,500 23,322 28,000 Past experience show that 25% of a months sales are collected in the month of sale, 10% in the month following the sale, and 60% in the second month following the sale. The remainder is uncollectible. 5. If you were the CEO of Let's Go Aero, what would you do?