The annual planning process at Century Office Systems, Inc has been arduous but

Question

The annual planning process at Century Office Systems, Inc has been arduous but produced a number of important marketing initiatives for the next year. Most notable, company executives had decided to restructure its product-marketing team into two separate groups: (1) Corporate Office Systems and (2) Home Office Systems. Angela Blake was assigned responsibility for the Home Office Systems group, which would market the company’s word-processing hardware and software for home and office-at-home use for individuals. Her marketing plan, which included a sales forecast for next year of $25 million, was the result of a detailed market analysis and negotiations with individuals both inside and outside the company. Discussion with at the sales director indicated that 40 percent of the company sales forces would be dedicated to selling products of the Home Office Systems group. Sales representatives would receive a 25 percent commission on sales of home office systems. Under the new organizational structure, the Home Office Systems group would e charged with 40 percent of the budgeted sales force expenditure. The sales director’s budget for salaries and fringe benefits of the sales force and noncommission selling costs for both the Corporate and Home Office Systems groups of $7.5 million. The advertising and promotion budget contained three elements: trade magazine advertising, cooperative newspaper advertising with Century Office Systems dealers, and sales promotion materials including product brochures, technical manuals, catalogs, and point-of-purchase displays. Trade magazine ads and sales promotion materials were to be developed by the company’s advertising and public relations agency. Production and media placement costs were budgeted at $300,000. Cooperative advertising copy for both newspaper and radio use had budgeted production costs of $100,000. Century Office System Inc cooperative advertising allowance policy stated that the company would allocate 5 percent of company sales to dealers to promote its office systems. Dealers always used their complete cooperative advertising allowances. Meetings with manufacturing and operations personnel indicated that the direct costs of material and labor and direct factory overhead to produce the Home Office System product line represented 50 percent of sales. The accounting department would assign $600,000 in indirect manufacturing overhead (for example, depreciation, maintenance) to the product line and $300,000 for administrative overhead (clerical, telephone, office space, and so forth). Freight for the product line would average 8 percent of sales. Blake’s staff consisted of two product managers and a marketing assistant. Salaries and fringe benefits for Ms. Blake and her staff were $250,000 per year.

- At what level of dollar sales will the Home Office Systems group break even? Show Calculations

Explanation / Answer

Century Office Systems All Amounts in $ million Breakeven is a point where Sales = Costs The various costs which will be incurred during the year comprise of : Sales Commission @ 25% on Sales 2.5 25% of 40% of Sales of $ 25 million Home Office Systems Group Charge 3 40% of the Expenses for the department of $ 7.5 million Production and Media Placement Costs 0.3 Co-operative Advertising Copy 0.1 Sales Promotion 1.25 Direct Material/Labor/Factory Overhead 12.5 Indirect Manufacturing Overhead 0.6 Administrative Overheads 0.3 Salaries and Fringe Benefits for Office 0.25 Total Costs 20.8 Hence, the Breakeven point in dollars will be $ 20.8 million or $ 20,800,000.

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