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Problem - Raner, Harris, & Chan is a consulting firm that specializes in information systems for medical and dental clinics. The firm has two offices-one in Chicago and one in Minneapolis. The firm classifies the direct costs of consulting jobs as variable costs.
Assume that Minneapolis' sales by major market are as follows:
Market
Minneapolis
Medical
Dental
Sales
$360,000
100%
$240,000
$120,000
Variable expenses
216,000
60%
156,000
65%
60,000
50%
Contribution margin
144,000
40%
84,000
35%
Traceable fixed expenses
43,200
12%
12,000
5%
31,200
26%
Market segment margin
100,800
28%
$72,000
30%
$28,800
24%
Common fixed expenses not traceable to markets
10,800
3%
Office segment margin
$90,000
25%
The company would like to initiate an intensive advertising campaign in one of the two markets during the next month. The campaign would cost $4,800. Marketing studies indicate that such a campaign would increase sales in the Medical market by $42,000 or increase sales in the Dental market by $36,000.
Required: Determine the increase in net operating income in each market if the advertising campaign were to be initiated in that market.
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