The income statement for JB Hi-Fi Ltd for the financial year ended 30 June 2011 was provided in figure 5.1. It reports that JB Hi-Fi has increased its gross profit from $594.2 million in 2010 to $652.0 million in 2011. Its profit for 2011 is $109.7 million compared to $118.7 million in 2010. Hypothesise as to the reasons for the increase in the gross profit in 2011. Assess why the profit in 2011 is lower than 2010.