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2 an introduction to cost terms and purposes - Pearson Learning ...

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2-38 Cost <strong>an</strong>alysis, litigation risk, ethics. Forever Young (FY) is a division of a large cosmetics comp<strong>an</strong>y.<br />

It formulates <strong>an</strong>d sells creams <strong>an</strong>d lotions for <strong>to</strong>ning <strong>an</strong>d tightening facial skin. FY’s scientists have<br />

developed Enh<strong>an</strong>ce, a drug that must be injected by a doc<strong>to</strong>r <strong>an</strong>d lasts for two <strong>to</strong> three months. Patients<br />

are not likely <strong>to</strong> be price-sensitive <strong>an</strong>d therefore would be willing <strong>to</strong> pay the doc<strong>to</strong>r $300 per treatment.<br />

Sam Nash, Enh<strong>an</strong>ce’s VP of marketing, has found a subcontrac<strong>to</strong>r who will produce Enh<strong>an</strong>ce <strong>to</strong> FY’s exacting<br />

st<strong>an</strong>dards for $100 per treatment. FY pl<strong>an</strong>s <strong>to</strong> mark up each dose by 20% <strong>an</strong>d sell it <strong>to</strong> physici<strong>an</strong>s for $120.<br />

Amy Keely, the CEO, feels that Enh<strong>an</strong>ce is a thoroughly researched wonder drug <strong>an</strong>d at these prices, it will be<br />

popular with doc<strong>to</strong>rs <strong>an</strong>d their patients <strong>an</strong>d will reverse the sagging division fortunes. Nash, who had previously<br />

been controller of FY, points out that the litigation risk from Enh<strong>an</strong>ce is greater th<strong>an</strong> from FY’s other products.<br />

He estimates that the potential litigation <strong>cost</strong> amounts <strong>to</strong> $110 per treatment. He suggests that they fac<strong>to</strong>r<br />

that <strong>cost</strong> in<strong>to</strong> the upcoming presentation on Enh<strong>an</strong>ce <strong>to</strong> the board of direc<strong>to</strong>rs, but Keely forbids it.<br />

1. Why might Amy Keely prevent Sam Nash from including the <strong>cost</strong> of potential litigation in the presentation<br />

of Enh<strong>an</strong>ce’s economics <strong>an</strong>d pricing?<br />

2. If FY set prices by adding 20% <strong>to</strong> the <strong>to</strong>tal <strong>cost</strong> <strong>an</strong>d the litigation <strong>cost</strong> were included, how much would<br />

FY charge doc<strong>to</strong>rs for a single shot of Enh<strong>an</strong>ce? How would that affect doc<strong>to</strong>rs’ gross margins? How<br />

might this price affect the promotion of Enh<strong>an</strong>ce?<br />

3. Nash discovers that FY may be able <strong>to</strong> purchase insur<strong>an</strong>ce <strong>to</strong> reduce its own litigation risk on Enh<strong>an</strong>ce.<br />

If FY w<strong>an</strong>ts doc<strong>to</strong>rs <strong>to</strong> enjoy a minimum gross margin of 40% <strong>an</strong>d FY itself has a firm 20%-markup policy,<br />

what is the maximum per treatment litigation <strong>cost</strong> it would be willing <strong>to</strong> pay?<br />

4. Keely tells Nash <strong>to</strong> s<strong>to</strong>p worrying about a “mythical litigation issue” <strong>an</strong>d get back <strong>to</strong> work on making<br />

Enh<strong>an</strong>ce a blockbuster treatment of choice. What should Nash do now?<br />

Collaborative <strong>Learning</strong> Problem<br />

2-39 Finding unknown amounts. An audi<strong>to</strong>r for the Internal Revenue Service is trying <strong>to</strong> reconstruct<br />

some partially destroyed records of two taxpayers. For each of the cases in the accomp<strong>an</strong>ying list, find the<br />

unknowns designated by the letters A through D.<br />

Case 1 Case 2<br />

(in thous<strong>an</strong>ds)<br />

Accounts receivable, 12/31 $ 6,000 $ 2,100<br />

Cost of goods sold A 20,000<br />

Accounts payable, 1/1 3,000 1,700<br />

Accounts payable, 12/31 1,800 1,500<br />

Finished goods inven<strong>to</strong>ry, 12/31 B 5,300<br />

Gross margin 11,300 C<br />

Work in process inven<strong>to</strong>ry, 1/1 0 800<br />

Work in process inven<strong>to</strong>ry, 12/31 0 3,000<br />

Finished goods inven<strong>to</strong>ry, 1/1 4,000 4,000<br />

Direct materials used 8,000 12,000<br />

Direct m<strong>an</strong>ufacturing labor 3,000 5,000<br />

M<strong>an</strong>ufacturing overhead <strong>cost</strong>s 7,000 D<br />

Purchases of direct materials 9,000 7,000<br />

Revenues 32,000 31,800<br />

Accounts receivable, 1/1 2,000 1,400<br />

Get Connected: Cost Accounting in the News<br />

Go <strong>to</strong> www.prenhall.com/horngren/<strong>cost</strong>12e for additional online exercise(s) that explore issues affecting the<br />

accounting world <strong>to</strong>day. These exercises offer you the opportunity <strong>to</strong> <strong>an</strong>alyze <strong>an</strong>d reflect on how <strong>cost</strong><br />

accounting helps m<strong>an</strong>agers <strong>to</strong> make better decisions <strong>an</strong>d h<strong>an</strong>dle the challenges of strategic pl<strong>an</strong>ning <strong>an</strong>d<br />

implementation.<br />

CHAPTER 2<br />

Video Case<br />

CHAPTER 2<br />

58<br />

THREE DOG BAKERY: Underst<strong>an</strong>ding Cost Terms<br />

“Going <strong>to</strong> the dogs” has been good for Mark Beckloff <strong>an</strong>d D<strong>an</strong><br />

Dye. Back in 1989, they founded the first bakery just for fourlegged<br />

c<strong>an</strong>ine friends with little more th<strong>an</strong> the desire <strong>to</strong> satisfy<br />

the finicky palate of their beloved 114-pound, deaf Great D<strong>an</strong>e,<br />

Gracie. The small venture has grown from a single s<strong>to</strong>re in<br />

down<strong>to</strong>wn K<strong>an</strong>sas City <strong>to</strong> more th<strong>an</strong> 40 locations worldwide,<br />

including Jap<strong>an</strong> <strong>an</strong>d Korea. Their dog treats are made from<br />

wholesome ingredients such as flour, eggs, carrots, spinach,<br />

ISBN: 0-536-53243-5<br />

Cost Accounting: A M<strong>an</strong>agerial Emphasis, Twelfth Edition, by Charles T. Horngren, Srik<strong>an</strong>t M. Datar, <strong>an</strong>d George Foster.<br />

Copyright © 2006 by <strong>Pearson</strong> Education, Inc. Published by Prentice Hall.

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