Remember Driver’s Ed? Things have Changed!

Mercedes-Benz has long been at the forefront of creating safer cars and now they are aiming to create safer drivers. In December 2011, the company opened the its first driving school in the U.S. called Mercedes-Benz Driving Academy. Mercedes has three more in Europe). This school is located on Third Street in downtown Los Angeles. Open to drivers of all ages, its primary focus is teenagers, who want to get their California driver’s licenses and drive Mercedes in the process. The cost of the academy’s integrated program is $1,390, which includes 15 hours of online training, 10 hours in the classroom, five hours of workshops and 16 hours of behind the wheel coaching. The driving schools that the Bloomberg video showed are typically more expensive and generally focus on defensive driving skills of more experienced drivers.

Questions:

1. Based on the video, what types of return investments do you think the luxury car makers are receiving from their “driving schools”?
2. What types of costs would be involved in the luxury car driving schools shown in the video?
3. Go to http://exoticsracing.com/ and customize your ultimate driving experience. What was the most interesting thing you noticed about this company?
4. For the Mercedes-Benz Driving Academy, what would be some fixed costs and what would be some variable costs? Can you think of any mixed costs that the company might have? Would these be different for Exotics Racing School?

Source:

Bloomberg Video. (2012). Extreme Test Drives, May 10.

Jorrey, K. (2012) Luxury car maker sets new standard for driving school. The Acorn, April 26 (Retrievable online at http://www.theacorn.com/news/2012-04-26/Business/Luxury_car_maker_sets_new_standard_for_driving_sch.html)

Fed Up with Scorched-Earth Tactics

A lot of people and companies are upset with Amazon these days. At the end of February, The Educational Development Company (EDC) announced that it would remove all of its titles from the online retailer’s listings because of their predator selling practices. Amazon would buy EDC’s books from a distributor and discount them to the bone. The problem is that this creates problems with other retailers who want to carry the company’s titles, as well as with EDC’s network of independent sales agents, who market its books from their homes.

Questions:

1. According to the article, what other company removed its e-books from Amazon?
2. Assume that you own a small publishing company. Do a cost/benefit analysis of selling books on Amazon. Discuss your results in terms of short-term and long-term profitability.
3. Explain how you think that EDC sales model with its 7,000 “consultants” might work and how they record their revenue for these type of sales.

Source:

Streitfeld, D. (2012). Daring to Cut Off Amazon. The New York Times, April 15 (Retrievable online at http://www.nytimes.com/2012/04/16/business/media/amazons-e-book-pricing-a-constant-thorn-for-publishers.html?_r=1&hp)

The Economic Downturn Hits J.C. Penney’s Hard

About 600 employees were laid off at the corporate headquarters of J.C. Penney this week. Under the leadership of the new CEO, Ron Johnson, one of its three call centers in Pittsburgh, PA, will also be closed later this year, which eliminates 300 more jobs.

Questions:

1. What type of business is J.C. Penney? Research the company. How old is it and what characterizes its financial situation over the last 5 years?
2. If the 600 employees that were laid off make up 14% of the staff at corporate headquarters, how many employees did corporate headquarters have before the cuts?
3. What are some of the strategic plans that the new CEO has announced? Explain the logic of each in terms of helping the bottom line.

Source:

Clifford, S. (2012). J.C. Penney Cuts Headquarters Staff. The New York Times, April 5 (Retrievable online at http://www.nytimes.com/2012/04/06/business/jc-penney-cuts-headquarters-staff.html?ref=business)

Is it Really February?

The warm and sunny weather is raising spirits all over the upper Midwest in January and February, but not for some businesses.

Questions:

1. What businesses did the video profile?
2. Can you think of other types of businesses that would be affected, both favorably and unfavorably? Discuss whether you mean in terms of profits, variable costs, fixed costs, mixed costs, etc.
3. Discuss how you believe the warm weather could either hurt or help our recessionary economy.
4. Contrast and compare by performing a brief cost/benefit analysis for a snow plow company and then a city government under this warm weather scenario.

Source:

You Tube Video. Warm Wisconsin winter hurts area businesses.mp4, Jan 31, 2012 (Retrievable online at http://www.youtube.com/watch?v=3aG6vO40cYs).

 

Verizon Posts New Numbers

Verizon Communications on Tuesday reported a net loss of $212 million in the fourth quarter of 2011, despite rising iPhone sales and revenue growth in its wireless business, compared with net income of $4.65 billion in the same quarter a year ago, the company said Tuesday. The loss was primarily because of the impact of previously announced noncash pension charges, the company said.

Questions:
1. What percentage drop in net income existed between 4th quarter 2011 and 4th quarter 2010?

2. What are noncash pension charges?

3. Discuss how the deal that Verizon made with cable companies will advance its offerings strategically.

4. What percentage increase of new wireless subscribers did Verizon gain over the last quarter of 2011?

Source:

Chen, B.X. (2012) Verizon Posts Loss on Pension Charges, Jan. 24 (Retrievable online at http://www.nytimes.com/2012/01/25/technology/verizon-posts-loss-on-pension-charges.html?_r=1&ref=business)

First-Class Travel Has Never Been So Good, For Those Who Can Afford It!

Though first class represents less than 5 percent of all seats flown on long-haul routes, and business class accounts for 15 percent, those seats combined to generate 40 to 50 percent of airlines’ revenue, according to Peter Morris, the chief economist at Ascend, an aviation consulting firm. After its merger with Continental last year, United Airlines kept its first-class cabin only on some international routes that used to be served by United but not on those flown by Continental. It is also installing new flat-bed seats across its fleet in business class.

Questions:

1. According to the video, what was the price of a coach seat versus a business class seat versus a 1st class seat on a flight from the U.S. to Zurich, Switzerland?
2. Based on your answer in #1, assume that a plane going to Zurich has 230 coach, 50 business seats, and 20 first-class seats? What would be the gross revenue?
3. Based on your answer in #2, what would the expenses be in order to achieve a 50 percent net revenue?
4. How many times more is a first-class seat as compared to a coach seat, based on your answer in #1?
5. Discuss how you think an airline decides to configure its seating options. What is the linkage between this type of decision and cost or managerial accounting?

Source:
Mouawad, J. (2011). Taking First-Class Coddling Above and Beyond, The New York Times, Nov. 20 (Retrievable online at http://www.nytimes.com/2011/11/21/business/taking-first-class-coddling-above-and-beyond.html?pagewanted=1)

Video. (2011). In First Class, A World Apart, New York Times Video (Retrievable online at http://video.nytimes.com/video/2011/11/21/business/100000001182807/in-first-class-a-world-apart.html)

We Did Everything Right and Still Lost Our Business: Five Failing Businesses in 2011

It has been another tough year for small businesses. According to the National Federation of Independent Businessesm one in four believes the biggest problem is weak sales. Issues of timing, cash, and a lack of realistic estimates also add to the challenges they face.

Questions:

1. After reading the article, what advice would you offer to anyone thinking about starting a business in 2012?
2. What was the main issue that Michelle Lewis mentioned that would have helped her business model and why is it important to you as a future accountant?
3. Which one of the five businesses mentioned do you think could have been viable with adequate advice from a financial advisor or accountant? Why?

Source:

Zimmerman, E. (2011). 5 Businesses That Failed to Survive Trials of 2011, The New York Times, Dec. 28 (Retrievable online at http://www.nytimes.com/2011/12/29/business/smallbusiness/five-businesses-that-did-not-survive-2011.html?pagewanted=1)

The Cost of Sweet Music

Manuel Rodriguez III owns the century-old family business of the same name, heir to a tradition of guitar manufacturers which dates back to 1905 when his grandfather gave up fishing in Cadiz to dedicate his life to his musical passion. Now the Spanish guitar factory is looking beyond Europe to keep the company competitive.

Questions:

1. According to the video, by what percentage has the workforce been reduced by in the Spanish factory? How does this compare to the percentage quoted in the article? What does Manuel attribute this reduction to?
2. Discuss the processes Manuel discusses in terms of cost accounting, both at the Spanish and China factories, and how these impact the company’s costs.
3. Based on the figures given in the article concerning the lower range guitars, construct an annual income statement.

Sources:

Castellanos, C and C. Ruano. (2011) Spanish Crisis Won’t Silence Manuel Rodriguez Guitars, Reuters.com, Apr. 7 (Retrievable online at http://uk.reuters.com/article/2011/04/07/uk-spain-guitars-idUKTRE73641V20110407)

CNN Videos. (2011). Spanish Guitar Factory Eyes Investment, Dec. 8 (Retrievable online at www.cnn.com/videos)

Shadow Work: How does it affect the Economy?

Shadow work is a term coined 30 years ago by the Austrian philosopher and social critic Ivan Illich. For Dr. Illich, shadow work was all the unpaid labor — including, for example, housework — done in a wage-based economy. The conventional wisdom is that America has become a “service economy,” but actually, in many sectors, “service” is disappearing. Not too many years ago, a gas station attendant would routinely fill your tank and even check your oil and clean your windshield and rear window without charge, then settle your bill. Today, all those jobs have been transferred to the customer: we pump our own gas, squeegee our own windshield, and pay our own bill by swiping a credit card. Many examples exist, helping drive unemployment rates. As the article explains, shadow work can be paid or unpaid.

Questions:

1. Give some examples of shadow work that you perform each week and estimate how much it would cost a company to pay someone to do this as part of their job. How would this affect the Wages and Salaries Expense and profit for a company?

2. According to the article, what is the downside of shadow work? Give examples and discuss.

3. According to the article, what are the benefits of shadow work? Give examples and discuss.

Source:

Lambert, C. (2011). Our Unpaid, Extra Shadow Work. The New York Times, Oct. 29 (Retrievable online at http://www.nytimes.com/2011/10/30/opinion/sunday/our-unpaid-extra-shadow-work.html?pagewanted=1&_r=1&ref=opinion)

Brother, can you spare $5

Beginning Tuesday, Starbucks coffee drinkers can get their morning caffeine fix and help create jobs in small businesses across the country. According to CEO Howard Schultz of Starbucks, the company will accept donations for a program that helps raise money and spurs job creation by small businesses, at its almost 6,800 locations across the nation, in addition to its website at www.CreateJobsforUSA.org.

Questions:

1. What is the Opportunity Finance Network? Do you think this a good approach to the downturn in our economy? Discuss.
2. Based on these articles, each job created equal to a salary of $21,000 or are other factors being considered in the multiplier effect mentioned?
3. Do you believe that this campaign is about marketing rather than what the CEO purports? Discuss the pros and cons.
4. Comment on Mr. Schultz’s comment about the importance of a trade off between social contract and traditional profit being needed. Does this indicate that there might be a new profit paradigm emerging in today’s economy? Discuss.
5. Mr. Schultz indicated that Starbucks would probably be spending millions of dollars on the campaign. How would you as their accountant classify these costs?

Sources:
Clifford, C. (2011) Starbucks steps up to the jobs challenge, Oct. 4 (Retrievable online at http://money.cnn.com/2011/10/03/smallbusiness/starbucks_jobs/index.htm?iid=EL)
Clifford, C. (2011) Get your Starbucks, create a job, Nov. 2 (Retrievable online at http://money.cnn.com/2011/11/01/smallbusiness/starbucks_jobs/)

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