P2: Costs of creating value
30 free practice questions on costs of creating value, Section A of the CIMA Advanced Management Accounting (P2) question bank. Topics include Target costing, Value chain, Theory of constraints, Life cycle costing, ABC, Activity-based management. Each question carries its syllabus reference and a worked explanation. Practise them in the quiz with instant feedback, or read every question with its answer further down this page.
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All 30 costs of creating value questions
The same questions the quiz above draws on, in syllabus order, each with its answer and worked explanation. 28 are multiple choice and 2 are numerical, where you work the answer out before choosing it.
Which of the following best describes the key distinction between activity-based costing (ABC) and traditional absorption costing?
- ABC traces costs to products via the activities that drive them, while traditional absorption spreads overheads using a single volume-based rate
- ABC and traditional absorption always produce identical product costs regardless of the production mix
- Traditional absorption is always more accurate than ABC for all product types
- ABC eliminates all overhead costs and therefore always reduces total cost
Show answer and explanation
Answer: A. The key distinction is that ABC traces overhead costs to products via the specific activities that drive those costs — using multiple cost drivers — whereas traditional absorption costing spreads overheads across products using a single volume-based rate (such as labour hours or machine hours). This means the two methods can produce materially different product costs, particularly where the production mix is varied and overheads are not truly volume-driven. ABC does not eliminate overheads; it reallocates them more precisely, and neither system is universally more accurate for every product type.
How does activity-based management (ABM) extend the use of ABC information beyond product costing?
- ABM only applies to manufacturing firms and has no use in service organisations
- ABM uses activity cost data to identify non-value-adding activities that can be reduced or eliminated to improve efficiency
- ABM is purely a costing system and provides no information relevant to operational decisions
- ABM always increases total costs by requiring additional administrative processes
Show answer and explanation
Answer: B. ABM extends ABC by using the underlying activity cost data to manage and improve organisational performance — in particular, by identifying non-value-adding activities whose costs can be reduced or eliminated without harming the value delivered to customers. This is a strategic and operational application of ABC data, not just a product-costing exercise. ABM is applicable to service as well as manufacturing organisations, and its purpose is to reduce waste and improve efficiency rather than increase total costs.
Which of the following is a key principle of just-in-time (JIT) inventory management?
- JIT requires maintaining the highest possible levels of raw material and finished goods inventory at all times
- JIT is applicable only to organisations with very long production cycles
- Materials and components are sourced and produced only as they are needed, eliminating the need for large buffer stocks
- JIT increases waste by ensuring that excess materials are always available on demand
Show answer and explanation
Answer: C. JIT operates on the principle of producing and procuring materials only as and when they are needed, which eliminates the need for large buffer stocks and the holding costs associated with them. This requires reliable supplier relationships and predictable demand patterns to work effectively. JIT is the opposite of maintaining high inventory levels, and it actually aims to reduce waste — excess inventory is itself considered a form of waste under JIT philosophy. It is applicable across a range of organisations and production settings, not limited to any particular cycle length.
What is the central principle underlying total quality management (TQM)?
- Quality management applies only to the production department and has no relevance to other functions
- TQM is a one-off improvement project rather than an ongoing management philosophy
- Achieving quality improvements always requires accepting higher costs that cannot be recovered
- Continuous improvement in all processes and functions across the organisation, with the goal of meeting or exceeding customer expectations
Show answer and explanation
Answer: D. TQM is built on the principle of continuous improvement across all processes and functions throughout the organisation, with the overriding aim of meeting or exceeding customer expectations. It is not confined to production — TQM explicitly extends quality improvement to every function including sales, finance and HR. TQM is an ongoing management philosophy, not a one-off project with a defined end date. The philosophy also holds that quality improvements can ultimately reduce costs by eliminating failures, rework and waste, contrary to the assumption that quality always costs more.
According to the theory of constraints, what should an organisation prioritise when seeking to improve throughput?
- Identifying and exploiting the binding constraint that limits the system's overall output, then subordinating all other activities to support it
- Maximising the efficiency of every process equally, regardless of which limits overall output
- Eliminating all activities that do not directly generate revenue
- Increasing capacity everywhere in the system simultaneously to remove all constraints at once
Show answer and explanation
Answer: A. The theory of constraints holds that every system has at least one binding constraint — a bottleneck that limits the whole system's throughput — and that the way to improve overall output is to identify that constraint, exploit it fully, and subordinate all other processes to support it. Maximising every process equally ignores the fact that improving non-bottleneck processes does not increase total throughput. The theory specifically focuses on the constraint rather than all activities, and attempting to increase capacity everywhere simultaneously is often an inefficient use of resources compared with targeting the actual binding constraint.
How does Kaizen costing differ from standard costing in its approach to cost management?
- Kaizen and standard costing are identical approaches with no meaningful distinction
- Kaizen targets continuous cost reduction below current actual cost; standard costing uses a fixed standard
- Standard costing always produces lower costs than Kaizen over time
- Kaizen ignores cost reduction and focuses solely on product quality
Show answer and explanation
Answer: B. Kaizen costing sets an ongoing target of continuous, incremental cost reduction below the current actual cost level, building the expectation of improvement into the cost management process. Standard costing, by contrast, compares actual costs against a fixed predetermined standard that may remain unchanged for a period. The two approaches are genuinely distinct: Kaizen embeds the expectation of improvement whereas standard costing typically embeds the expectation of consistency. Kaizen encompasses cost reduction as a key objective alongside quality, and standard costing does not inherently produce lower costs than Kaizen over time.
How does business process re-engineering (BPR) differ from Kaizen in its approach to improving processes?
- BPR and Kaizen are identical approaches, both relying on continuous small-step improvement
- BPR is gradual and slow, while Kaizen involves sudden radical change
- BPR involves radical redesign for dramatic improvements; Kaizen pursues continuous incremental improvement
- Neither has been successfully applied in any real organisation
Show answer and explanation
Answer: C. BPR involves the fundamental, radical redesign of business processes from the ground up, aiming for dramatic performance improvements, which is inherently different from Kaizen's philosophy of continuous, incremental, small-step improvement embedded in everyday operations. The two represent genuinely different philosophies and pace of change, not variants of the same approach. The descriptions of gradual versus radical are correctly assigned: BPR is radical and Kaizen is incremental, not the reverse, and both have extensive real-world application records across many industries.
A product is expected to sell for £120, and the company requires a profit margin of 20% on selling price. The current estimated cost is £104. What is the cost gap that needs to be closed?
- £16
- £24
- £20
- £8
Show answer and explanation
Answer: D. Target cost = selling price × (1 − profit margin) = £120 × (1 − 0.20) = £120 × 0.80 = £96. The current estimated cost is £104. Cost gap = current cost − target cost = £104 − £96 = £8. £16 is the gap between selling price and current cost (£120 − £104), which ignores the required profit. £24 is the required profit itself (20% × £120), not the cost gap. £20 takes 20% of £100 instead of 20% of the £120 selling price.
A company has calculated a cost gap of £15 between the current estimated cost and the target cost of a new product. Which of the following is a recognised technique for closing this gap?
- Value engineering — redesigning the product to remove cost without reducing the value delivered to the customer
- Increasing the selling price until the gap disappears, regardless of market conditions
- Abandoning the product immediately, since no cost gap can ever be closed
- Accepting the current cost and eliminating the profit target entirely
Show answer and explanation
Answer: A. Value engineering is a key technique for closing a target cost gap — it involves analysing the product's design and components to find ways to reduce cost without reducing the value or functionality that customers actually need. Increasing the selling price is not always feasible in a competitive market, which is precisely why target costing works backwards from the market price rather than adding on the current cost. A cost gap does not automatically make a product unviable — it is an invitation to improve the design or process. Eliminating the profit target defeats the entire purpose of target costing as a technique.
What does value chain analysis help an organisation understand about its competitive position?
- The exact market price its competitors charge for equivalent products
- Which activities add value and at what cost, to identify where advantage can be strengthened or cost reduced
- Which employees are responsible for the greatest number of production errors
- The total revenue generated by each geographic region the organisation operates in
Show answer and explanation
Answer: B. Value chain analysis examines each of an organisation's primary and support activities, assessing the value each adds and the cost of providing it, which helps identify where competitive advantage can be created or sustained and where costs can be reduced without losing value. It is a strategic cost-management tool rather than a competitor pricing or revenue analysis tool. Understanding which employees make errors or which regions generate revenue are separate analytical questions, not what value chain analysis directly addresses.
Why is life cycle costing considered more useful than focusing only on production-period costs when evaluating a product or asset?
- It is always more expensive to implement than any other cost management approach
- It ignores production costs and considers only post-sale support costs
- It captures all costs from design through disposal, giving a complete picture that production-period costs alone would miss
- It is relevant only for products with very short life cycles of less than one year
Show answer and explanation
Answer: C. Life cycle costing captures all costs across a product or asset's full life — from initial design and development, through manufacture and operation, to eventual disposal — giving a complete picture of total cost of ownership that a narrower focus on production-period costs alone would miss. Costs committed in the design phase often lock in the majority of a product's total life-time cost, making early-stage cost management particularly important. Life cycle costing encompasses production costs rather than ignoring them, and it is relevant for products and assets with any life cycle length, not only very short ones.
Under ABC, a company identifies that its quality inspection costs are driven primarily by the number of production batches, not by the volume of units produced. What implication does this have for how inspection costs should be assigned to products?
- Inspection costs should be assigned equally to all products regardless of how many batches each requires
- This finding has no implication for cost assignment, since all overheads must be volume-driven
- The company should discontinue all quality inspection to avoid the cost driver problem entirely
- Inspection costs should be assigned based on the number of batches each product type requires, rather than based on its share of total production volume
Show answer and explanation
Answer: D. If inspection costs are driven by the number of batches rather than production volume, assigning them using a volume-based rate (such as per unit produced) will systematically undercharge high-batch, low-volume products and overcharge low-batch, high-volume products. ABC specifically addresses this by assigning inspection costs based on the actual cost driver — batches — giving a more accurate product cost. Assigning costs equally regardless of driver consumption ignores this insight entirely, and overheads need not all be volume-driven — recognising batch-level drivers is precisely what ABC is designed to do. Stopping inspection to avoid the problem would sacrifice quality control rather than solve the costing issue.
Which of the following is classified as an internal failure cost under a costs-of-quality framework?
- The cost of scrapping or reworking defective output discovered before it reaches the customer
- The cost of inspecting raw materials when they arrive from a supplier
- The cost of issuing warranty refunds to customers whose products were defective
- The cost of training employees in quality procedures before production begins
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Answer: A. Internal failure costs arise from defects caught before delivery to the customer — scrap and rework are the classic examples, because the cost is incurred internally when defective output is identified and either discarded or corrected before leaving the organisation. Incoming inspection is an appraisal cost, since it is about detecting rather than the failure itself. Warranty refunds are external failure costs, because they arise after the defective product has already reached the customer. Training employees in quality procedures before production is a prevention cost, aimed at stopping defects from occurring in the first place.
A company uses cost-plus pricing to set the price of a new product, resulting in a price of £90. However, market research shows that customers will pay no more than £75 for an equivalent product. What does target costing suggest the company should do?
- Ignore market research and continue with the £90 price, since cost-plus pricing is always correct
- Work backwards from the £75 market price, set a target cost that allows the required profit margin, and redesign accordingly
- Reduce the required profit margin to zero so that the cost-plus price falls to £75
- Withdraw from the market immediately, since a price gap always means a product is unviable
Show answer and explanation
Answer: B. Target costing starts from the market price that customers will actually pay — here £75 — deducts the required profit margin to arrive at the target cost, and then drives product design and engineering efforts to meet that target cost. This is the opposite of cost-plus pricing, which adds a margin to the current cost regardless of what the market will bear. Reducing the profit margin to zero would undermine the commercial case for the product, and a price gap does not necessarily mean the product is unviable — it means the design or cost structure needs to change, which is exactly what target costing is designed to prompt.
A manufacturer discovers that its high inbound logistics costs arise partly from unreliable supplier delivery, which also forces it to carry higher safety stocks. How does value chain analysis help explain why addressing supplier performance may reduce total cost?
- Value chain analysis shows that inbound logistics and inventory holding costs are always completely independent of one another
- Supplier performance only affects revenue, never internal costs
- Value chain analysis reveals linkages between activities — improving supplier delivery (inbound logistics) reduces both logistics costs and inventory holding costs downstream, demonstrating how activities are interdependent
- Addressing supplier performance would have no effect on the safety stock level required
Show answer and explanation
Answer: C. Value chain analysis explicitly considers linkages between activities, not just the cost of each activity in isolation — improving supplier delivery reliability (an inbound logistics improvement) reduces the uncertainty that forces the company to hold higher safety stocks, which in turn reduces inventory holding costs. These are interdependent activities, not independent ones, and value chain analysis is specifically designed to surface these cross-activity linkages. Supplier performance clearly affects internal costs by driving safety stock requirements, so both the logistics cost and the holding cost can be reduced together by addressing the root cause.
A new product has a target selling price of £200 and the required profit margin is 25% on selling price. The current estimated cost is £170. What is the target cost gap to be closed?
- £20
- £50
- £30
- £170
Show answer and explanation
Answer: A. Target cost = selling price × (1 − profit margin) = £200 × (1 − 0.25) = £200 × 0.75 = £150. Cost gap = current estimated cost − target cost = £170 − £150 = £20. £50 is the required profit itself (25% × £200), not the cost gap. £30 is the gap between selling price and current cost (£200 − £170), which ignores the required profit, and £170 is the current cost. Treating 25% as a mark-up on cost would give a target cost of £160 and a gap of £10. The margin is on selling price, so the target cost formula is SP × (1 − margin%).
Research suggests that around 70–90% of a product's total life cycle costs are committed during the design phase, even though most costs are not incurred until later. What implication does this have for cost management?
- Since most costs are incurred during production, cost management should focus exclusively on the production phase
- Cost management effort is most effective early in the design phase, before costs are locked in, rather than focusing mainly on reducing costs during production
- Life cycle cost analysis is only relevant when the design and production phases occur simultaneously
- The design phase has no influence over costs incurred in the later stages of the product life cycle
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Answer: B. If the great majority of a product's life cycle costs are committed (i.e. determined by decisions made) during design — even though cash is not yet spent — then cost management effort focused at that early stage has the greatest leverage. By the time the product reaches production, most cost-reduction opportunities have already been foreclosed by design choices already made. This is the central insight behind target costing and life cycle costing: cost must be managed upstream. The production phase still deserves attention, but the marginal impact of cost management there is smaller once design decisions have been made.
Why does a JIT production system place particularly high demands on supplier reliability?
- JIT maintains large safety stocks precisely to protect against unreliable suppliers
- Supplier reliability is irrelevant under JIT since production schedules never change
- Because there is no buffer stock to absorb late or defective deliveries, any supplier failure causes production to stop immediately
- JIT requires only one delivery per year from each supplier, making timing less critical
Show answer and explanation
Answer: C. JIT holds little or no buffer stock, so production depends directly on materials arriving on time and in the right quality exactly when needed. Any supplier failure — late delivery or defective materials — immediately halts production, with no safety stock to absorb the disruption. This is why strong, long-term supplier partnerships are essential for JIT to work. Maintaining large safety stocks is the opposite of JIT philosophy, and supplier reliability is critical because production schedules are tightly synchronised with delivery schedules, not insulated from them.
In activity-based costing, what is a 'cost driver'?
- The total amount of overhead allocated to a product using a single absorption rate
- The standard labour hours expected to produce one unit of output
- The fixed overhead expenditure variance compared against the budgeted overhead
- The factor that causes an activity's costs to change, used to assign activity costs to products or services
Show answer and explanation
Answer: D. A cost driver in ABC is the factor that causes the cost of a specific activity to vary — for example, the number of purchase orders drives procurement costs, or the number of quality inspections drives quality control costs. Activity costs are assigned to products in proportion to their consumption of the cost driver. This is more accurate than using a single volume-based absorption rate, since it reflects the actual relationship between activities and their costs. Labour hours describe a traditional absorption cost driver, not the ABC concept, and fixed overhead variances are a standard costing concept entirely separate from ABC.
How does Porter's value chain concept distinguish between 'primary activities' and 'support activities'?
- Primary activities directly create and deliver the product; support activities enable them to function
- Primary activities are performed only by the most senior managers
- Primary activities generate revenue; support activities incur costs with no offsetting revenue
- Both primary and support activities are identical in function; the distinction is purely for reporting
Show answer and explanation
Answer: A. In Porter's value chain, primary activities are those directly involved in creating, delivering and selling the product or service — such as inbound logistics, operations, outbound logistics, marketing and sales, and after-sales service. Support activities underpin the primary activities by providing the human resources, technology, procurement and infrastructure needed for them to function. The distinction is based on the directness of the contribution to value creation, not on seniority of the people involved. Both primary and support activities can generate or protect value, and the distinction has real analytical significance for identifying where competitive advantage is created.
Why does TQM emphasise prevention of defects rather than inspection and correction after the fact?
- Inspecting for defects is always cheaper than preventing them, making prevention an inefficient use of resources
- Prevention costs are generally lower than the combined costs of producing defective output, scrapping or reworking it, and any external failure costs if defects reach customers
- TQM does not consider any costs in its approach and is focused purely on cultural change
- Prevention is only relevant for organisations that produce physical goods and has no application in service industries
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Answer: B. The costs-of-quality framework distinguishes between prevention costs (training, process design), appraisal costs (inspection) and failure costs (internal scrap/rework plus external warranties and reputation damage). Prevention is emphasised because catching a defect late — and especially after it reaches a customer — typically costs far more than preventing it in the first place. Inspection identifies defects but does not prevent them; it still incurs both the appraisal cost and the failure cost. TQM does consider costs explicitly through the costs-of-quality model, and the logic of preventing failure costs rather than bearing them applies equally in service organisations.
In activity-based management, what distinguishes a 'value-adding' activity from a 'non-value-adding' activity?
- All activities within an organisation are by definition value-adding to the customer
- Non-value-adding activities are always legally required and therefore cannot be eliminated
- A value-adding activity contributes something the customer is willing to pay for; a non-value-adding activity consumes resources without adding customer value
- A value-adding activity is one performed by senior management; any activity performed by junior staff is non-value-adding
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Answer: C. In ABM, a value-adding activity is one that the customer would recognise as contributing to the product or service they receive and would be willing to pay for — such as product design or direct manufacturing. A non-value-adding activity consumes resources without producing that customer-valued output, such as storage waiting time or internal rework. Identifying and reducing non-value-adding activities is a key use of ABC/ABM data. Not all activities add customer value — ABM exists precisely to surface this distinction. Some non-value-adding activities may be legally required (such as certain compliance activities), but that does not mean all are, and the distinction has nothing to do with the seniority of who performs the activity.
A company is trying to close a target cost gap through value engineering. Which of the following is a typical value engineering approach?
- Increasing the selling price until the cost gap disappears, regardless of the market price
- Reducing staff training to cut costs, even if this impairs quality
- Accepting the gap and reducing the profit target to maintain the current product design unchanged
- Reviewing component specifications to identify materials that deliver the same functional performance at lower cost
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Answer: D. Value engineering involves analysing the product's design, components and processes to identify changes that preserve or maintain the same functional value for the customer at a lower cost — for example, substituting a less expensive material that performs identically, or redesigning a component to require fewer parts. Raising the selling price ignores the market constraint that makes target costing necessary in the first place. Cutting staff training risks quality failures that generate costs of their own, and accepting the gap by reducing the profit target defeats the purpose of target costing as a market-driven cost management discipline.
A company using Kaizen costing sets a cost-reduction target of 2% below actual cost for the coming month. Actual cost is currently £200 per unit. What is the Kaizen target cost for the coming month?
- £196
- £204
- £160
- £200
Show answer and explanation
Answer: A. Kaizen target cost = current actual cost × (1 − reduction rate) = £200 × (1 − 0.02) = £200 × 0.98 = £196. The reduction is applied to actual current cost, not a fixed standard — this reflects Kaizen's philosophy of continuous improvement beyond the current position rather than meeting a fixed historical standard. £204 would be a cost increase, which reverses the direction. £160 might arise from misapplying a 20% reduction rather than 2%. £200 is the current cost with no reduction applied, which represents no improvement at all.
Why is it important to include estimated disposal or decommissioning costs in a life cycle cost analysis, even though they may occur many years in the future?
- Disposal costs are always immaterial and can be ignored without affecting any business decision
- Ignoring disposal costs can significantly understate the true total cost of owning an asset, leading to misleading comparisons between alternatives
- Life cycle costing specifically excludes end-of-life costs from its scope
- Disposal costs are always paid by a third party and never affect the owner's decision-making
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Answer: B. For assets such as nuclear plants, offshore oil platforms or complex industrial equipment, disposal or decommissioning costs can be very substantial, and excluding them from life cycle analysis would significantly understate the true cost of ownership. This can lead to misleading comparisons between assets or project alternatives, particularly when disposal profiles differ significantly. Disposal costs are not always immaterial — in some industries they are very large — and they do fall within the scope of life cycle costing, which explicitly aims to capture all costs from inception to disposal. They are often borne by the owner, not a third party.
How does value chain analysis extend beyond the boundaries of a single organisation to consider 'external linkages'?
- Analysis is strictly limited to activities within the organisation's own legal entity
- All costs incurred by suppliers are irrelevant to the organisation's cost management
- The organisation's position depends on its own activities and also on its suppliers and customers in the wider value system
- The value chain ends at the point the product leaves the organisation's own production facility
Show answer and explanation
Answer: C. Value chain analysis can be extended to consider the wider value system — the linked value chains of suppliers, the organisation itself, distributors and customers. Recognising these external linkages helps identify how supplier performance, upstream costs and customer requirements affect the organisation's own competitive position, and where opportunities for joint cost reduction or value enhancement may exist across organisational boundaries. Limiting analysis to the single legal entity misses this broader perspective entirely, and treating supplier costs as irrelevant contradicts the purpose of identifying external linkages. The value delivered to the end customer is shaped by activities far beyond the organisation's own production facility.
A product sells for £200 per unit and has direct material costs of £80 per unit. The bottleneck machine processes this product at a rate of 3 hours per unit and has a total factory cost of £30 per machine hour. What is the throughput accounting ratio (TPAR) for this product?
- 0.75
- 2.00
- 0.50
- 1.33
Show answer and explanation
Answer: D. Throughput = selling price − direct material cost = £200 − £80 = £120 per unit. Cost per bottleneck hour = £30. Bottleneck time = 3 hours per unit. Total factory cost for this product per bottleneck unit = 3 × £30 = £90. TPAR = throughput per unit of bottleneck ÷ total factory cost per unit of bottleneck = £120 ÷ £90 = 1.33. A TPAR above 1.0 means the product generates more throughput than it consumes in factory cost, so it is worth producing. A common error is to include fixed overhead in the throughput figure (throughput is sales minus only direct materials, not all variable costs). 0.75 inverts the ratio (£90 ÷ £120), and 2.00 and 0.50 do not follow from the figures.
Which of the following is a recognised risk associated with business process re-engineering?
- The large-scale, radical nature of BPR means it carries higher implementation risk than incremental improvement approaches such as Kaizen
- BPR carries no risk because it involves only gradual, small-step changes
- The main risk of BPR is that it leads to excessive staff training costs with no other consequences
- BPR always delivers its intended benefits since the results of radical redesign are fully predictable
Show answer and explanation
Answer: A. BPR's defining feature — radical, fundamental redesign of processes from scratch — also makes it inherently higher risk than incremental approaches such as Kaizen. Large-scale transformation can disrupt existing operations, encounter resistance to change, fail to deliver anticipated benefits, or take longer and cost more than planned. These are recognised failure modes that have characterised several high-profile BPR implementations. BPR is not a gradual, low-risk approach, and its outcomes are not predictable with certainty — uncertainty about the results is itself one of the key risks. Staff training costs may arise but are not the primary or defining risk.
Which of the following describes a batch-level activity cost, as distinct from a unit-level or facility-sustaining cost?
- The direct material cost consumed by each individual unit of production
- Setting up a machine before each production run, where the cost is incurred once per batch regardless of how many units are in the batch
- The cost of renting the factory building, which is incurred regardless of production volume or batches
- The annual salary of the factory manager, which is incurred to sustain the overall facility
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Answer: B. Batch-level costs are incurred once per batch of production, regardless of how many units the batch contains — machine set-up is the classic example, since the same set-up cost applies whether the batch has 10 units or 1,000. This distinguishes it from unit-level costs (like direct materials, incurred once per unit), and facility-sustaining costs (like factory rent or the factory manager's salary, incurred to maintain overall capacity regardless of production activity). Understanding this hierarchy is central to ABC, since charging batch-level costs per unit using a volume-based rate systematically overcosts large batches and undercosts small batches.
A retailer uses value chain analysis to compare the gross margin earned at each stage of its supply chain. It finds that its own retail stage earns a much lower margin than the wholesaler in the chain. What strategic option might this analysis suggest?
- The retailer should immediately close its retail operations since any margin is insufficient
- This finding suggests the retailer has no viable strategic options available
- The retailer could consider integrating backwards into the wholesale stage to capture the margin currently retained by the wholesaler
- The retailer should increase its retail selling price without analysing why the wholesale margin is higher
Show answer and explanation
Answer: C. Discovering that the wholesale stage earns a significantly higher margin than the retail stage is a signal worth investigating strategically — one option is backward integration (taking ownership of or establishing a wholesale operation) to capture more of the margin currently retained at that stage. Other options might include renegotiating terms with the wholesaler or finding ways to add more retail-stage value to justify a higher price. Immediately closing retail operations ignores the broader strategic context and the fact that margin comparisons are a starting point for analysis, not an automatic verdict. Raising price without understanding the wholesale margin advantage may not address the underlying structural issue.
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