PROBLEM 22.2B
BROWN ENTERPRISES (concluded)
b.
c. Results of investment in each
roduct line:
Ba
s Shoes
Ex
ected increase in contribution mar
in:
Ba
s
$250,000 × 40%
100,000$
Because of the relatively high contribution margin ratio in the shoe segment, spending
$50,000 per month to achieve a monthly sales increase of $100,000 will increase overall
profitability. Bags, however, provides a lower contribution margin ratio. After variable
costs, a $100,000 increase in bag sales leaves only $40,000 in contribution margin, which
does not cover the cost of the proposed advertising campaign.
profitable results. The contribution margin ratio of the Bag line is considerably less than
that of the Shoe line (40% compared to 70%). Thus, an expected increase of $250,000 in
sales for the Bag line will only contribute $100,000 toward covering the expected increase in
the line’s traceable fixed costs of $150,000 ($250,000 × 60%). On the other hand, a $250,000
increase in sales of shoes will produce a contribution margin that is greater than the
Recommendations on increased advertising:.
It appears that increasing advertising expenditures on shoes will increase the profitability of
the business, but spending the proposed amount to advertise bags would reduce
profitability.
Short-run decisions that are not likely to affect fixed costs may be evaluated based upon the
expected change in contribution margin. Thus, the expected effect of the proposed
advertising campaign upon income from operations may be summarized as follows:
g