70) Bob’s Cellular Phone Company uses ROI to measure divisional performance. Annual ROI calculations
for each division have traditionally employed the ending amount of invested capital along with annual
operating income and net revenue. The Dupont method is generally used. The company’s Phone
Accessories Division had the following results for the last two years:
2015 ROI = ($2,000,000/$20,000,000) × ($20,000,000/$10,000,000) = 0.20
2016 ROI = ($2,400,000/$25,000,000) × ($25,000,000/$15,000,000) = 0.16
Corporate management was disappointed in the performance of the division for 2016, since it had made
an additional investment in the division that was budgeted for a 23% ROI.
Required:
a. Discuss some factors that may have contributed to the decrease in ROI for 2016.
b. Would there have been any substantial difference if average capital had been used?
71) ROI, RI, or EVA measures are more appropriate than ROS to measure the performance of a company.
Why?