Optimizing Bid Price: Calculating Target Materials Cost for a 20% Markup

QUESTION

Janes Jones, the sales representative for Perfect Designs, works entirely on commission. Neil Gross, the cost accountant for the company, prepares the bid based on the following cost information:

Direct Costs
Design Costs $20,000
Materials $70,000
Direct Labor $10,000
Fittings $20,000
Overhead Costs
Design Software $5,200
Materials Handling $4,800
General and Admin $8,000
Total Overhead $18,000
Full Product Costs $138,000

Based on Perfect Designs policy of pricing at 120% of full cost, Neil Gross determines that the bid for this job should be $165,600. However, Janet Jones is very alarmed and tells Neil Gross that at that price, the company will likely not win the bid. She explains that she spent $600 of company funds to take the fashion models to a day spa where they revealed that a bid of $156,000 would win the job. Janet further reasons that the company will still make money if it wins the bid at $156,000 because it is higher than the full cost of $138,000.

Please assist with the following question:

2. Neil Gross suggests that if Janet Jones is willing to use cheaper materials, she can achieve a bid of $156,000. What is the target cost of materials that will allow Janet Jones to submit a bid of $156,000 assuming a target markup of 20% of full cost? Note: A cost reduction can only be achieved from materials, no other costs can be reduced.

ANSWER

Optimizing Bid Price: Calculating Target Materials Cost for a 20% Markup

To determine the target cost of materials that will allow Janet Jones to submit a bid of $156,000 while maintaining a target markup of 20% of full cost, we need to first calculate the desired profit margin and then work backward to find the allowable materials cost.

Here’s the step-by-step calculation:

Full Cost Calculation: Full Cost = Direct Costs + Overhead Costs Full Cost = $138,000 (Given)

Target Markup Calculation: Target Markup = 20% of Full Cost Target Markup = 0.20 * $138,000 = $27,600

Desired Profit Margin: Desired Profit Margin = Bid Price – Full Cost Desired Profit Margin = $156,000 (Desired Bid Price) – $138,000 (Full Cost) Desired Profit Margin = $18,000

Now, we know that the desired profit margin is $18,000. Janet wants to maintain this profit margin while reducing the bid price to $156,000 by cutting down on materials costs.

Let M represent the target cost of materials that will allow Janet to submit a bid of $156,000. The equation for the bid price can be expressed as follows:

Bid Price = Direct Costs (excluding materials) + M + Overhead Costs + Desired Profit Margin

We already have the values for Direct Costs (excluding materials) and Overhead Costs:

Direct Costs (excluding materials) = $20,000 (Design Costs) + $10,000 (Direct Labor) + $20,000 (Fittings) = $50,000

Overhead Costs = $18,000 (Given)

Now, let’s plug these values into the equation:

$156,000 = $50,000 + M + $18,000 + $18,000

Now, we can solve for M:

M = $156,000 – $50,000 – $18,000 – $18,000 M = $70,000

So, to achieve a bid of $156,000 while maintaining a target markup of 20% of full cost, Janet Jones would need to target a cost of materials (M) equal to $70,000.

In summary, by reducing the materials cost to $70,000 and keeping other costs constant, Janet can submit a bid of $156,000 while still achieving a 20% profit margin based on the full cost of $138,000, as suggested by Neil Gross.

 

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