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The marginal cost of production is the change in total cost that comes from
making or producing one additional item. The purpose of analyzing marginal
cost is to determine at what point an organization can achieve economies of
scale.
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Marginal cost of production includes all of the costs that vary with the level of
production. For example, if a company needs to build a new factory in order to
produce more goods, the cost of building the factory is a marginal cost. The
amount of marginal cost varies according to the volume of the good being
produced. Economic factors that impact the marginal cost include information
asymmetries, positive and negative externalities, transaction costs, and price
discrimination. Marginal cost is not related to fixed costs.
But if you cranked up production volume and produced 100 hats per month,
then each hat would incur $1 dollar of fixed costs, because fixed costs are
spread out across units of output. The total cost per hat would then drop to
$1.75 ($1.75 = $0.75 + ($100/100)). In this situation, increasing production
volume causes marginal costs to go down.
13. Marginal cost pricing is suitable for pricing over the life-cycle of a
product. Each stage of the life-cycle has separate fixed cost and short-
run marginal cost.
1. The total costs cannot be easily segregated into fixed costs and
variable costs.
2. Moreover, it is also very difficult to per-determine the degree of
variability of semi-variable costs.
3. Under marginal costing, the fixed costs remain constant and
variable costs are varying according to level of output. In reality, the
fixed costs do not remain constant and the variable costs are not
varying according to level of output.
Contribution Margin
Break-even analysis also deals with the contribution margin of a product. The excess
between the selling price and total variable costs is known as contribution margin. For an
example, if the price of a product is Rs.100, total variable costs are Rs. 60 per product and
fixed cost is Rs. 25 per product, the contribution margin of the product is Rs. 40 (Rs. 100 –
Rs. 60). This Rs. 40 represents the revenue collected to cover the fixed costs. In the
calculation of the contribution margin, fixed costs are not considered.
Additionally, break-even analysis is very useful for knowing the overall ability of a business
to generate a profit. In the case of a company whose breakeven point is near to the
maximum sales level, this signifies that it is nearly impractical for the business to earn a
profit even under the best of circumstances.
Therefore, it’s the management responsibility to monitor the breakeven point constantly. This
monitoring certainly reduces the breakeven point whenever possible.
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Set revenue targets: Once the break-even analysis is complete, you will get to know how much
you need to sell to be profitable. This will help you and your sales team to set more concrete sales
goals.
Make smarter decisions: Entrepreneurs often take decisions in relation to their business based on
emotion. Emotion is important i.e. how you feel, though it’s not enough. In order to be a successful
entrepreneur, your decisions should be based on facts.
Fund your business: This analysis is a key component in any business plan. It’s generally a
requirement if you want outsiders to fund your business. In order to fund your business, you have to
prove that your plan is viable. Furthermore, if the analysis looks good, you will be comfortable
enough to take the burden of various ways of financing.
Better Pricing: Finding the break-even point will help in pricing the products better. This
tool is highly used for providing the best price of a product that can fetch maximum profit
without increasing the existing price.
Cover fixed costs: Doing a break-even analysis helps in covering all fixed cost.
3. Estimating expenses:
Requires that an organization needs to estimate its expenses for the
planned sales volume. Expenses can be determined from the past
data. If an organization is new, then the data of similar organization
in same industry can be taken. The expense forecasts should be
adjusted to the economic conditions of the country.
4. Determining profit:
Helps in estimating the exact value of sales.
It is calculated as:
Estimated Profit = Projected Sales Income – Expected Expenses
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Profit: A product line may have been around in the marketplace for many
years and have been profitable in its initial and growth stages, however,
that does not guarantee that it will be so indefinitely. If managers keep
continuous track of a product's financial performance, they may discover
that its sales and profitability decline over time, sometimes at a very rapid
rate. This is the time managers need to start analyzing other factors to see
if the product has any positive effect on the business. If it is discovered that
the product's only benefit is income, which is no longer coming in,
managers may go ahead and discontinue the product.
Brand Image: Market turbulence never lets a product line succeed for long
unless it is continually improved. Every brand needs a makeover eventually.
It is important to recognize if a product line no longer fits your brand
image. Managers may have to discontinue a product if they can’t take the
risk of spoiling the company's overall brand image.
Customer Demand: This is an ever changing factor and the most sensitive
and important one to consider when deciding whether or not to continue a
product line. If a product line no longer appeals to customers, then it has
no value in the market and also in the business. In this case, managers
should discontinue or shrink a product line in order to make room for
other, more successful lines to flourish. An increasing return rate of
products from either retailers or customers could be one tell tale sign of
when customer demand is waning. Other indications could be less
favorable reviews on eCommerce sites or the need to drastically increase
advertising spend to maintain customer demand.
If the answers for most of these criteria turn out to be negative, then
managers can be sure that they should discontinue a product line in order
to have a positive effect on their business. If some of the criteria seem
positive, while others are negative, this decision could be much harder. In
these cases it might be helpful to build a cross functional team across
departments to assess from various vantage points what to do about the
product line.
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2. Revenue Centre:
A revenue centre is a segment of the organisation which is primarily
responsible for generating sales revenue. A revenue centre manager
does not possess control over cost, investment in assets, but usually
has control over some of the expense of the marketing department.
The performance of a revenue centre is evaluated by comparing the
actual revenue with budgeted revenue, and actual marketing
expenses with budgeted marketing expenses. The Marketing
Manager of a product line, or an individual sales representative are
examples of revenue centres.
3. Profit Centre:
A profit centre is a segment of an organisation whose manager is
responsible for both revenues and costs. In a profit centre, the
manager has the responsibility and the authority to make decisions
that affect both costs and revenues (and thus profits) for the
department or division. The main purpose of a profit centre is to
earn profit. Profit centre managers aim at both the production and
marketing of a product.
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Since the business unit manager can boost profit by ignoring the
need for repairs to plant and machinery or by deliberately reducing
certain expenses, it would be necessary to use three or four non-
profit measures of performance, for example, sales per employee,
and production hours lost as a result of breakdown of machinery for
evaluation.
4. Investment Centre:
An investment centre is responsible for both profits and
investments. The investment centre manager has control over
revenues, expenses and the amounts invested in the centre’s assets.
He also formulates the credit policy which has a direct influence on
debt collection, and the inventory policy which determines the
investment in inventory.