财务绩效评价与控制
Performance Evaluation of Tianxiang Electronic Instrument Company
Tianxiang Electronic Instrument Company is a large company that
produces professional instruments (voltmeters, etc.) for measuring current
characteristics. Its products are divided into two major production lines:
electrical instruments (EM) and electronic instruments (EI). These two types of
products are substitute products and are industrial measuring instruments, but
they are in different technical stages. EM's technology is relatively old, but it is
still the mainstream of the industry, and EI's technology is new and
experimental.
Zhang Tian is the general manager of Tianxiang Company. One day at the
beginning of 2019, he looked at the company's income statement for 2018 (Table
A). It seemed that the overall performance in 2018 was good and satisfactory.
The next question to consider is whether or not we should issue substantial
bonuses to middle and senior managers in recognition of their efforts to exceed
profits. Tianxiang Company has two business departments: Marketing
Department and Production Department, which are respectively responsible
for product sales strategy and product production. At the same time, there are
two vice presidents who are responsible for coordinating the relevant decisions
of the two types of products to ensure the maximum profit of each product.
Zhang Tian also hopes to summarize the reasons for outstanding performance
in 2018 and provide experience for the company's future strategic development.
Thinking: If you are Zhang Tian, how do you use the difference analysis
to evaluate the performance of the marketing and production managers and
the two product vice presidents in charge of EI/EM in 2018? What do you think
is the reason for the outstanding performance of Tianxiang in 2018? Any
suggestions for the business strategy for the coming year?
Sales
gross profit
Other costs
Selling expenses
General & Admin
expenses
R&D expenses
Profit before tax
1 / 2
Table A Initial operating results of Tianxiang
2018 年
(thousand)
budget Percentage of sales
Actual
Percentage of sales
6,215
100%
6,319
100%
2,590
42%
2,660
42%
706
11%
740
12%
320
5%
325
5%
318
5%
325
5%
1,246
20%
1,270
20%
财务绩效评价与控制
Table B product information
Price per unit
Standard price (competition)
Tianxiang company actual price
Production cost per unit
Average standard variable manufacturing cost
Average actual variable manufacturing cost
Average standard sales commission
Average actual sales commission
Number of products sold and produced
Actual
Plan
Total industry sales revenue-actual (million)
market share
Plan
Actual
Market demand (quantity)
Plan
Actual
EM
EI
30
29
150
153
15
16
1
0.98
40
42
15
14.9
65369
82867
28910
24860
26
36
10%
10%
10%
8%
828,670
653,690
248,600
361,375
2018 Annual fixed cost (thousand yuan)
Plan
Fixed manufacturing cost
1,388,000
Fixed sales expense
250,000
Fixed administrative expenses
320,000
Fixed R&D expenses
318,000
2 / 2
Actual
1,399,000
245,000
325,000
325,000