CHAPTER 3 – 3
10. a. For an electric utility such as Con Ed, expressing costs on a per kilowatt-hour basis would be a
way of comparing costs with other utilities of different sizes.
b. For a retailer such as JC Penney, expressing sales on a per square foot basis would be useful in
comparing revenue production against other retailers.
11. As with any ratio analysis, the ratios themselves do not necessarily indicate a problem, but simply
indicate that something is different and it is up to us to determine if a problem exists. If the cost of
goods sold as a percentage of sales is increasing, we would expect that EBIT as a percentage of sales
would decrease, all else constant. An increase in the cost of goods sold as a percentage of sales occurs
because the cost of raw materials or other inventory is increasing at a faster rate than the sales price.
12. If we assume that the cause is negative, the two reasons for the trend of increasing cost of goods sold
as a percentage of sales are that costs are becoming too high or the sales price is not increasing fast
enough. If the cause is an increase in the cost of goods sold, the manager should look at possible
actions to control costs. If costs can be lowered by seeking lower cost suppliers of similar or higher
quality, the cost of goods sold as a percentage of sales should decrease. Another alternative is to
increase the sales price to cover the increase in the cost of goods sold. Depending on the industry, this