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Avon Case Study

Contribution Margin and Breakeven Analysis Simulation

The contribution margin and breakeven analysis simulation of Aunt Connie's Cookies examines how the organization acquires and uses its resources for production in a given month. The budgeting decisions of CEO, Maria Villanueva, are challenged regarding cost control and the purchase of another plant as well as maintaining their market share. Estimating the contribution margin for each price of the cookies produced, and the marketing expense, could help Maria make an educated decision for profit optimization.

In considering whether or not to accept the large bulk order for one million Real Mint cookies at $1.2 per pack needed in one month, which on the average sold for $1.72 per pack, Maria should have considered the contribution margin. Maria had to consider the difference between the selling price of the cookie and the cost to produce the order as well as the sales revenue. Before accepting the large bulk order, Maria had to compare the total contribution margin and operating profit for the production of both the Lemon Crème cookie and the Real Mint cookie. The sales revenue minus the variable costs and the operating profits for the production of the Lemon Crème cookie is less than the Real Mint cookie.

Aunt Connie's Cookies can accept the bulk order and make a profit by reducing the current production volume for the Real Mint cookie instead of simply adding to the current production volume. If they want to increase the production volume of one of the cookies, it should be the Lemon Crème cookie, which yields a greater contribution margin per unit. However, Maria should not accept the bulk order if the unit contribution margin for the Real Mint cookie had been greater than that of the Lemon Crème cookie, and there was little to no idle current production capacity.

Maria is now considering the purchase of a peanut butter cookie, manufacturing unit from a competitor. According to the sales...