Suppose Smithers Company is considering discontinuing its organic dried fruit product line. Assume that during the past year, the organic dried fruit's product line income statement showed the following:
Sales revenue.........................................$ 5,200,000
Less: Cost of goods sold..........................6,500,000
Gross profit.........................................$ (1,300,000)
Less: Opera Ung expense.........................1,500,000
Operating Income (loss).........................(2,800,000)
Fixed manufacturing overhead costs account for 40% of the cost of goods, while only 30% of the operating expenses are fixed. Since the organic dried fruit line is just one of the company's fruit operations, only $750,000 of direct fixed costs (the majority of which is advertising) will be eliminated if the product line is discontinued. The remainder of the fixed costs will still be incurred by the company. If the company decides to discontinue the product line, what will happen to the company's operating income? Should Smithers Company discontinue the organic dried fruit product line?