Apple wood Electronics, a division of Elgin Corporation, manufactures two large-screen television models: the Monarch, which has been produced since 2001 and sells for $900, and the Regal, a newer model introduced in early 2004 that sells for $1,140. Based on the following income statement for the year ended November 30,2005, senior management at Elgin have decided to concentrate Apple wood's marketing resources on the Regal model and to begin to phase out the Monarch model.

Unit costs for Monarch and Regal are as follows:

Machine costs include lease costs of the machine, repairs, and maintenance.
€¢"Manufacturing overhead was allocated to products based on machine-hours at the rate of $25 per hour.
Apple wood's controller, Susan Benzo, is advocating the use of activity-based costing and activity-based management and has gathered the following information about the company's manufacturing overhead costs for the year ended November 30, 2005.

After completing her analysis, Benzo shows the results to Fred Duval, the Apple wood division president. Duval does not like what he sees. "If you show headquarters this analysis, they are going to ask us to phase out the Regal line, which we have just introduced. This whole costing stuff has been a major problem for us. First Monarch was not profitable and now Regal."
"Looking at the ABC analysis, I see two problems. First, we do many more activities than the ones you have listed. If you had included all activities, maybe your conclusions would be different. Second, you used number of setups and number of inspections as allocation bases. The numbers would be different had you used setup-hours and inspection-hours instead. I know that measurement problems precluded you from using these other cost allocation bases, but I believe you ought to make some adjustments to our current numbers to compensate for these issues. I know you can do better. We can't afford to phase out either product."
Benzo knows her numbers are fairly accurate. As a quick check, she calculates the profitability of Regal and Monarch using more and different allocation bases. The set of activities and activity rates she had used resulted in numbers that closely approximate those based on more-detailed analyses. She is confident that headquarters, knowing that Regal was introduced only recently, will not ask Apple wood to phase it out. She is also aware that a sizable portion of Duval's bonus is based on division revenues. Phasing out either product would adversely affect his bonus. Still, she feels some pressure from Duval to do something. ,
1. Using activity-based costing, calculate the profitability of the Regal and Monarch models.
2. Explain briefly why these numbers differ from the profitability of the Regal and Monarch models calculated using Apple wood's existing simple costing system.
3. Comment on Duval's concerns about the accuracy and limitations of ABC.
4. How might Apple wood find the ABC information helpful in managing its business?

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Applewood Electronics Income Statement For the Fiscal Year Ended November 30, 2005 Revenues Cost of goods sold Gross margin Selling and administrative expense Operating income Units produced and sold Net income per unit sold Monarch $19,800,000 7,260,000 Regal $4,560,000 12,540,000 3,192000 15,732000 Total 24,360,000 8,628,000 6,808,000 1368,000 ,830,000 978,000 390,000 $ 1,820,000 4,000 97.50 22,000 S65.00 Monarch Regal S208 $584 Direct materials Direct manufacturing labor 18 Monarch (1.5 hours x $12) Regal (3.5 hours x$12) 42 Machine costs 144 Monarch (8 hours x$18) Regal (4 hours x$18) 72 Manufacturing overhead other than machine costs Total cost 200 S570 100 S798 Total Activity Costs Units of the Cost-Allocation Base Regal 385,000 Activity Center (Cost-Allocation Base Monarch Total Soldering (number of solder points) Shipments (number of shipments) Quality control (number of inspections) Purchase orders (number of orders) Machine power (machine-hours) Machine setups (number of setups) Total manufacturing overhead $ 942,000 ,185,000 16,200 56,200 80,100 176,000 16,000 1,570,000 20,000 77,500 190,080 192,000 30,000 3,800 860,000 1,240,000 950,400 57,600 750,000 SA,800,000 21,300 109,980 16,000 14,000