c.
Claypool Industry
Hardware Average Difference
Claypool earned a gross profit rate of 32%, which is significantly higher than the industry
average. Claypool’s sales were above the industry average, and it earned $77,968 more gross
profit than the “average” store of its size. This higher gross profit was earned even though
its cost of goods sold was $18,000 to $20,000 higher than the industry average because of the
additional transportation charges.
To have a higher-than-average cost of goods sold and still earn a much larger-than-
average amount of gross profit, Claypool must be able to charge substantially higher
sales prices than most hardware stores. Presumably, the company could not charge such
prices in a highly competitive environment. Thus, the remote location appears to
insulate it from competition and allow it to operate more profitably than hardware stores
with nearby competitors.
PROBLEM 6.1
CLAYPOOL HARDWARE (concluded
Claypool seems quite able to pass its extra transportation costs on to its customers and, in
fact, enjoys a significant financial benefit from its remote location. The following data
support these conclusions: