77. Jared Monsma, Weekend Golfer’s vice president for marketing, has concluded from his
market analysis that sales have been dwindling for the standard golf cart because of aggressive
pricing by competitors. Weekend Golfers sells these golf carts online for $3,000, whereas the
competition sells a comparable cart online in the $2,900 range. Jared has determined that
dropping the price to $2,850 would regain the firm’s annual market share of 8,000 golf carts. Cost
data based on sales of 8,000 gas golf carts follow:
Budgeted Amount Actual
Amount Actual
Cost
Direct materials $4,200,000 $4,500,000
Direct labor hours 100,000 hrs. 125,000 $1,750,000
Machine setups 75,000 hrs. 75,000 $750,000
Mechanical assembly 375,000 hrs. 400,000 $5,000,000
Input data (from above):
On-line selling price per unit = $3,000
Competitor’s on-line selling price per unit = $2,900
Recommended selling price by Weekend Golfer = $2,850
Normal sales volume per year by Weekend Golfer = 8,000
Required:
1. Calculate the current cost and profit per unit.
2. How much of the current cost per unit is attributable to non-value-added activities?
3. Calculate the new target cost per unit for the sales price of $2,850 if the profit per unit is
maintained.
4. What strategy do you suggest for Weekend Golfer to attain the target cost calculated in
requirement 3?