
Paper F5: Performance management
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26 Learning
A company has developed a design for a new product, the Widgette. It intends to
sell the product at full production cost plus a profit margin of 40%. The estimated
production cost and selling price for the first unit of the Widgette are as follows:
$
Direct materials 2,000
Direct labour (200 hours at $15 per hour) 3,000
Fixed production overhead ($20 per direct labour hour) 4,000
Full production cost 9,000
Profit margin (40%) 3,600
Selling price 12,600
The company’s management expects reductions in the time to produce subsequent
units of the Widgette, and an 80% learning curve is expected.
A customer has expressed an interest in buying units of the Widgette, and has asked
the following questions:
(1) If we bought the first Widgette for $12,600 and immediately ordered another
one, what would be the selling price for the second Widgette?
(2) If we waited until you have sold the first two Widgettes to another customer,
and then ordered the third and the fourth units that you produce, what will be
the average price for the third and fourth units?
(3) If we decided to buy eight Widgettes immediately, and asked you to quote a
single price for all eight units, what price would you charge?
Required
(a) Answer each of these questions, assuming that the policy of the company
remains to make a profit margin of 40% on every unit that it makes and sells.
(b) List three limitations of learning curve theory.
27 Greenears
Greenears is a new business producing woollen hats, which it makes in small
batches of a standard size. It estimates that the first batch of a new design of hand-
made hats will have a labour cost of $2,000. There will be an 85% learning curve
effect for subsequent batches.
In month 1 production is 5 batches, and in month 2 production is 7 batches.
Required
Estimate the total labour cost in month 2 for making the hats.