BIG APPLE DESIGN COMPANY Income Statement For the Month Ended March 31 Sales revenue $300,000 Cost of services billed 255,000 Gross margin . $ 45,000 Marketing and administrative costs 30,000 Operating profit . $ 15,000 The controller provided the following customer-profitability graph: BIG APPLE DESIGN COMPANY Customer-Profitability Graph For the Month Ended March 31 $$8,000 8,000 7,000 6,000 $5,500 5,000 $4,500 $4,000 4,000 3,000 2,000 1,000 6 Customer number 1 2 3 4 -1,000 -2,000 -$2,000 -3,000 -4,000 -5,000 -$5,000 Operating income

Managerial Accounting: The Cornerstone of Business Decision-Making
7th Edition
ISBN:9781337115773
Author:Maryanne M. Mowen, Don R. Hansen, Dan L. Heitger
Publisher:Maryanne M. Mowen, Don R. Hansen, Dan L. Heitger
Chapter2: Basic Managerial Accounting Concepts
Section: Chapter Questions
Problem 26BEA
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Big Apple Design Company specializes in designing commercial office space in Chicago. The firm’s president recently reviewed the following income statement and noticed that operating profits were below her expectations. She had a hunch that certain customers were not profitable for the company and asked the controller to perform a customer-profitability analysis showing profitability by customer for the month of March.

Required: Put yourself in the position of Big Apple’s controller and write a memo to the president to accompany the customer-profitability graph. Comment on the implications of the customer-profitability analysis and raise four or more questions that should be addressed by the firm’s
management team.

BIG APPLE DESIGN COMPANY
Income Statement
For the Month Ended March 31
Sales revenue
$300,000
Cost of services billed
255,000
Gross margin .
$ 45,000
Marketing and administrative costs
30,000
Operating profit .
$ 15,000
The controller provided the following customer-profitability graph:
BIG APPLE DESIGN COMPANY
Customer-Profitability Graph
For the Month Ended March 31
$$8,000
8,000
7,000
6,000
$5,500
5,000
$4,500
$4,000
4,000
3,000
2,000
1,000
6
Customer
number
1
2
3
4
-1,000
-2,000
-$2,000
-3,000
-4,000
-5,000
-$5,000
Operating income
Transcribed Image Text:BIG APPLE DESIGN COMPANY Income Statement For the Month Ended March 31 Sales revenue $300,000 Cost of services billed 255,000 Gross margin . $ 45,000 Marketing and administrative costs 30,000 Operating profit . $ 15,000 The controller provided the following customer-profitability graph: BIG APPLE DESIGN COMPANY Customer-Profitability Graph For the Month Ended March 31 $$8,000 8,000 7,000 6,000 $5,500 5,000 $4,500 $4,000 4,000 3,000 2,000 1,000 6 Customer number 1 2 3 4 -1,000 -2,000 -$2,000 -3,000 -4,000 -5,000 -$5,000 Operating income
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