6-33 Responsibility, controllability, and stretch targets. Consider each of the following
independent situations for Sunrise Tours, a company owned by David Bartlett that sells motor
coach tours to schools and other groups. Sunshine Tours owns a fleet of 10 motor coaches and
employs 12 drivers, maintenance technician, 3 sales representatives, and an office manager.
Sunshine Tours pays for all fuel and maintenance on the coaches. Drivers are paid $0.50 per
mile while in transit, plus $15 per hour while idle (time spent waiting while tour groups are
visiting their destinations). The maintenance technician and office manager are both full-time
salaried employees. The sales representatives work on straight commission.
1. When the office manager receives calls from potential customers, she is instructed to handle
the contracts herself. Recently, however, the number of contracts written up by the office
manager has declined. At the same time, one of the sales representatives has experienced a
significant increase in contracts. The other two representatives believe that the office
manager has been colluding with the third representative to send him the prospective
customers.
2. One of the motor coach drivers seems to be reaching his destinations more quickly than any
of the other drivers and is reporting longer idle time.
3. Regular preventive maintenance of the motor coaches has been proven to improve fuel
efficiency and reduce overall operating costs by averting costly repairs. During busy
months, however, it is difficult for the maintenance technician to complete all of the
maintenance tasks within his 40-hour workweek.
4. David Bartlett has read about stretch targets, and he believes that a change in the
compensation structure of the sales representatives may improve sales. Rather than a straight
commission of 10% of sales, he is considering a system where each representative is given a
monthly goal of 50 contracts. If the goal is met, the representative is paid a 12% commission.
If the goal is not met, the commission falls to 8%. Currently, each sales representative
averages 45 contracts per month.
5. Fuel consumption has increased significantly in recent months. David Bartlett is considering
ways to promote improved fuel efficiency and reduce harmful emissions using stretch
environmental targets, where drivers and the maintenance mechanic would receive a bonus if
fuel consumption falls below 90% of budgeted fuel usage per mile driven.
Required:
For situations 1–3, discuss which employee has responsibility for the related costs and the extent
to which costs are controllable and by whom. What are the risks or costs to the company? What
can be done to solve the problem or improve the situation? For situations 4 and 5, describe the
potential benefits and costs of establishing stretch targets.
SOLUTION
6-4