1、會計學(xué)1 樣本案例分析樣本案例分析1 2 第1頁/共30頁 3 Textbook sales for this fall had decreased from the prior fall sales Wendy-Manager Chuck-Boss In September 2004 Problem Who When Where In Northlake Bookstore What to doWhat to do Employ benchmarking analysis to figure out the reasons behind the poor performance Then i

2、dentify how to sustain the excellence and improve the inferior performance Further more, determine a long-term action plan for improvement 第2頁/共30頁 4 Excellent Service To provide service excellence for the students, faculty, staff, alumni and guests of the University Strategic Objectives A profit ce

3、nter To contribute to the overall profitability of the University as well as being efficient and controlling costs. To achieve high customer satisfaction To attain high profitability 第3頁/共30頁 5 Level 0 Objectives Level 1 Perspectives Level 2 Indicators Strategy Objective Financial Gross margin ratio

4、 Total operation expenses ratio Sales per sq.ft.of space Ratio: selling to storage space Sales per FTE employee / student Customer Customer satisfaction Percentage of textbooks available First Day Customer Queuing time at Registers Internal process Inventory turnover Textbook sell-through Days textb

5、ooks in Receiving area Number of hrs store is open per Week Learning and growth Cartons processed per employee hour Employee satisfaction Employee Turnover 第4頁/共30頁 6 Internal process FinancialCustomer Learning and growth Total Normalized average* Internal process11/3359.330.34 Financial 3135120.43

6、Customer 1/31/3 134.670.17 Learning and growth1/51/51/311.730.06 Aggregate27.731.00 1=equal importance to both elements in the matrix 3=moderate importance of one element compared with another 5=strong importance of one element compared with another *Normalized averages are calculated by dividing th

7、e row totals by the aggregate. 第5頁/共30頁 7 Quantitative analysis: The result of hierarchical analysis shows Financial is the most important measure to realize the strategy. Qualitative analysis: Northlake Bookstore faces threat from online textbook vendors Donations and gifts to the University were d

8、own Thus, in a short term, we decide to pay more attention on improving the profitability of Northlake, i.e. to emphasize its role as a profit center. 第6頁/共30頁 8 第7頁/共30頁 9 Advantages BMK (Average) NorthlakeGAP Cost of Goods sold （as a % of sales) 74.2%72.5%-1.7% Gross Margin Ratio25.80%27.50%1.7% T

9、otal Oper. Expenses （as a % of sales) 20.1%16.9%-3.2% Net Income6.5%12.1%5.6% Sales Change From Prior Year6.40%20.80%14.4% Sales Per FTE Student$1,025 $1,338 $313 第8頁/共30頁 10 Measures About Space Utilization BMK (Average) NorthlakeGAP Sales per sq.ft.of total space$1,229 $741 -$488 Sales per sq.ft.o

10、f selling space$1,587 $1,112 -$475 Ratio: Selling to Storage Space3.4:13.3:1-0.1:1 Rent Expenses (as a % of sales)1.90%1.20%-0.70% lSales per sq. ft. of space should be increasedSales per sq. ft. of space should be increased lMake best use of its spaceMake best use of its space Measures About Employ

11、ees BMK (Average) NorthlakeGAP Sales per FTE Employee$444,665 $383,124 -$61,541 Labor Expenses (as a % of sales)12.9%12.6%-0.3% # of FTE Employees30.126.4-3.7 Labor Expenses per FTE Employee 0.429%0.477%0.049% lIncrease Sales Increase Sales per employee per employee lReduce labor Reduce labor expens

12、es per expenses per employeeemployee 第9頁/共30頁 11 Product Line BMK Gross Margin (average) Northlake Gross Margin BMK % of sales (average) Northlake % of sales New Course Books 21.4%23.40%47.5%46.7% Custom materials 23.70%22.50%2.0%4.7% Used Course Books 33.7%36.30%20.7%13.4% General Books 28.5%30.90%

13、2.5%3.0% Computer hardware 7.3%4.60%3.3%7.8% Software & accessories 21.3%23.70%3.3%6.5% Supplies & sundries 33.2%37.60%12.5%6.3% Clothing 36.7%47.00%8.2%11.7% High-margin Product: High-margin Product: Try to increase % of sales for Try to increase % of sales for used course booksused course books an

14、d and S Suppliesupplies & & sundries sundries Sustain the advantage in the margin of such productsSustain the advantage in the margin of such products Low-margin ProductLow-margin Product 第10頁/共30頁 12 As a high-margin product line, used textbooks should be sold mor e. BMK (Average) NorthlakeGAP Used

15、 Text Sales: as a % of New Text Sales 41.49%28.70%-12.79% Used Text Sales: as a % of Course Book Sales 28.23%20.70%-7.53% 第11頁/共30頁 13 2003 Fall 2004 Winter 2004 Spring2004 Fall Northlake78.0279.0363.9960.83 BMK (Average) 78.4378.8363.0458.76 Gap-0.410.20.952.07 第12頁/共30頁 14 Online Sales as a % of T

16、otal Sales Campus Contrib. as a % of Sales Northlake1.90%12.10% Average3.10%6.70% Where do the sales come from? As a solid shop inside the university, Northlake Bookstore doesnt need to perform as well as Amazon on web sales. Northlake can increase its online sale to the average level. 第13頁/共30頁 15

17、Inventory Turnovers AnalysisExternal Comparison BMK (Average)NorthlakeGap New Course Book5.49.13.7 Used Course Books5.89.53.7 Total Course Books5.79.43.7 General Books1.61.80.2 Total Books5.29.13.9 Hardware9.213.74.5 Software & accessories5.53.9-1.6 Supplies & sundries2.71.9-0.8 Clothing2.63.10.5 No

18、tice: Inventory Turnovers of Software & accessories and Supplies & sundries are lower than average levels. 第14頁/共30頁 16 Internal Comparison Days textbooks in receiving area is increasing Northlakes open hours are less than average level Textbook Sell-Through is increasing year by year 第15頁/共30頁 17 C

19、ustomer Perspective Faculty satisfaction is increasing Customer Queing time is decreasing Products available ratio is high and increasing year by year 第16頁/共30頁 18 Customer Perspective One-stop back-to-school shopping: Provide various products, Get freshmen ready for the first day Real experience： A

20、s a solid shop in the campus, it provides real experience for customers Close relationship with customers: Hire students as part-time employees, who are familiar with the customers (i.e. students) Key Advantages 第17頁/共30頁 19 Learning & Growth Perspective Improvement of the Improvement of the working

21、 efficiency is requiredworking efficiency is required 第18頁/共30頁 20 Learning & Growth Perspective Employee Satisfaction Survey Employee Turnover Frequency of Employee Being Rewarded Regular Meeting Frequency Employee Training Hours per year Set Up New Measures 第19頁/共30頁 21 Strength Steady source of c

22、ustomers Real experience for customers Close relationship with customers Good performance in profitability in the past 3 years Weakness Online sales Staff marketing abilities Space utilization Late or inaccurate orders Opportunity New business lines Potential online customers Threat Online textbook

23、vendors and publishers Increasing costs of textbook 第20頁/共30頁 22 Three-year Objectives One-year Objectives Three-month Objectives lProvide Service Excellence lSustain Good Profitability lRealize a net-income-increase of 15% than prior fiscal year lAttain the same level of Net Income as prior winter

24、第21頁/共30頁 23 To Optimize Product Mix CurrentTarget Used Course Books (% of Sales) 13.4%20.7% Computer Hardware (% of Sales)7.8%4% Supplies & Sundries (% of Sales)6.3%12.5% New Course Books (% of Sales)46.7% 62.8% Custom materials (% of Sales)4.7% General Books (% of Sales)3.0% Software & Accessories

25、 (% of Sales)6.5% Clothing(% of Sales)11.7% Total Sales100%100% 第22頁/共30頁 24 To Optimize Product Mix CurrentTarget*Actions Used Course Books (% of Sales) 13.4%20.7% Advocate the use of used books for the environment protection (through advertising, cooperating with the students association for the e

26、nvironment) Give bookmarks or postcards as gifts to those who buy six or more used books at a time Supplies & Sundries (% of Sales) 6.3%12.5% Identify what customers need through surveys Identify best-sales product through analyzing historical statistics Computer Hardware (% of Sales) 7.8%4% Reduce

27、the % of hardware sales Zero Inventory Hardware only for new orders * * We decide the target according to benchmark We decide the target according to benchmark 第23頁/共30頁 25 To Improve Inventory Management CurrentTarget*Actions Inventory Turnovers- Software & accessories 3.95.5 Analyze historical dat

28、a and predict demand at the beginning of every semester Introduce JIT concept into daily operation Inventory Turnovers- Supplies & sundries 1.92.7 Days Textbook in Receiving Area 107 Training courses in receiving and categorizing books * * We decide the target according to the BMK or Northlakes good

29、 performance in past years We decide the target according to the BMK or Northlakes good performance in past years 第24頁/共30頁 26 To Improve the Employee Working Efficiency CurrentTarget*Actions Cartons Processed per Employee Hour 3.33.8 Arrange regular training courses for employees Shopping Guides -

30、Sales Skills, Smiling from 3 meters Warehouse Workers - More familiar with unloading process Cashiers - Recognize & receive money faster and more accurately Improve staff incentive system, e.g. combine salary with sales Sales per FTE Employee $383,124$444,665 * * We decide the target according to BM

31、K We decide the target according to BMK 第25頁/共30頁 27 To Improve Orders Management CurrentTargetActions Orders AccuracyTBDTBD More communications with faculty in book orders accuracy To Lower the Labor Expenses Part-time/full-time employees 0.30.77 Hire more part-time employees Hire students as part-

32、time employees -Low labor expenses -Know what the customers need -Build upon customer relationship 第26頁/共30頁 28 One-year Plans Continue the three-month actions New Ways to Realize Profits Make better use of its space - Create a “Reading BarReading Bar” inside the bookstore Develop New Business Lines - Provide services like coffee and internet Make better u