10–72. (continued)
b.
We can first consider the incremental revenues and costs that would result:
Increase in revenues: (5% 40 passengers 1,400 flights $225) = $630,000
Increase in costs: $1,000,000 – (1,400 flights $100) + (5% 40 1,400 $4) =
$871,200
The net effect will be to lower profit by ($630,000 – $871,200) = $(241,200)
An analysis of total income would conclude that with the program, operating income
would be:
(40 Pass. 1.05 1,400
flights $225)
which is $241,200 less than the income calculated in requirement a above.
Based on a purely financial analysis, we might recommend that WSM not adopt the
Internet sales alternative. However, there are other considerations that may make this
alternative attractive. For example, some issues that would need to be considered
include:
1. Will we lose business to competitors that offer Internet sales?
2. Will we increase customer satisfaction if we offer Internet sales?
c.
WSM would have operating income of approximately $1,700,000.