Problem 6-26B (continued)
2. a. No, the wheat cereal should not be eliminated. The wheat cereal product is covering all of its own
costs and is generating a $16,200 segment margin toward covering the company’s common costs
and toward profits. (Note: Problems relating to the elimination of a product line are covered in
more depth in a later chapter.)
b.
Contribution margin (a) ……………..
Contribution margin ratio (a) ÷ (b) .
It is probably unwise to focus all available resources on promoting the pancake mix. The company
is already spending nearly as much on the promotion of this product as on the other two products
together. Furthermore, the pancake mix has the lowest contribution margin ratio of the three
products. Therefore, a dollar of sales of the pancake mix generates less profit than a dollar of sales
of either of the two other products. Nevertheless, we cannot say for sure which product should be
emphasized in this situation without more information. The problem states that there is ample
demand for all three products, which suggests that there is no idle capacity. If the equipment is
being fully utilized, increasing the production of any one product would probably require cutting
back production of the other products. In a later chapter we will discuss how to choose the most
profitable product when a production constraint forces such a trade-off among products.