Case 11: The Cooper Processing Company

The Cooper Processing Company (CPC) is a manufacturer, or processor, of food products.

Located in Lansing, Michigan, the company provides a national market with processed and
packaged meat items, such as hot dogs, bologna, and sausage. Due to increased costs in
marketing and logistics, CPC hired you as an expert to analyze costs and investments. After
analysis, make recommendations to management.

The company sells its products through two separate channels of distribution. Each is treated as a
separate profit center with full financial responsibility for income statement and balance sheet.
The first channel is associated with retail grocery stores and supermarkets. The second channel is
associated with foodservice wholesalers who, in turn, sell to restaurants and other foodservice
establishments. According to the companys accounting records, the retail segment accounts for
60% of sales, and foodservice for 40%. The cost accountant believes that both channels are
profitable. He says that the company achieves an overall average gross margin of 60% on its
sales. In its most recent fiscal year, the company achieved sales of $100,000,000.

The cost accountant also provides the following total costs for various marketing and logistics
activities at CPC:

Personal Selling $5,000,000

Sales Promotions $8,000,000
Order processing $10,000,000
Packaging $5,000,000
Labeling $2,000,000
Delivery $10,000,000
Total Marketing & Logistics costs $40,000,000

The total of all other expenses at CPC is $15,000,000.

The companys cost accountant had previously allocated all expenses and investments to the
channels based on the percentage of sales volume and has used the overall company average of
60% gross margin to determine the profitability of each channel of distribution.

You, being much wiser than the company cost accountant, decide to do a little further analysis.
The first thing you discover is that, due to differences in product mix sold in each channel, gross
margins actually are different in each. You find that the gross margin in the retail channel is 70%;
in the foodservice channel it is 45%.

Next, you find that all of the salespeople are paid a straight salary, and all receive exactly the
same amount of salary. However, you find that of the 50 sales people employed by CPC, 40 of
them are devoted to the retail channel, 10 of them are devoted to the foodservice channel. Since
there are no sales managers and each salesperson pays for selling expenses out of their salary, this
accounts for all of the personal selling expense.

You learn that all sales promotions were conducted in the retail channel.

Next, you discover that there is a great difference in the number of orders placed by customers in
each channel and the deliveries to each channel. You find that the retail channel accounts for 70%
of the orders placed and 80% of the delivery expense. The foodservice channel accounts for 30%
of the orders placed and 20% of the delivery expense. Your activity-based approach suggests that
this is a reasonable way to trace the costs directly to each segment.

Next you learn that packaging differs for each channel. You discover that retail accounts for 80%
of the packaging cost, foodservice for 20%. (Dont worry about how you discovered this).

Next, you discover that only the retail channel requires labeling. The company has a machine
which applies these labels. The labeling expense of $2,000,000 includes materials, labor, and
depreciation of the machine. The machine has an asset value of $10,000,000.

Next, you find that the company has inventory of $10,000,000 (this has also been the average
amount of inventory held by the company during the year). You learn that the inventory is
specialized by channel. For the retail channel, the inventory is $4,000,000. For the foodservice
channel the inventory is $6,000,000. Inventory carrying costs for the firm are 20%.

Finally, you learn that the different channels have different terms of sale. Accounts receivable for
the retail channel are (and have averaged) $3,000,000. Foodservice accounts receivable are (and
have averaged) $1,000,000. You found that the cost of financing accounts receivable is 10%.

As hard as you have tried, you cannot find a reasonable basis to trace any other costs or assets
directly to the channel segments.

1. How profitable is each channel?

2. What is the ROA of each channel?
3. Any recommendations?