Management Accounting II: Orange Mount Bikes Case Study Report

This report, prepared for a Management Accounting II course, analyzes a case study involving Orange Mount Bikes and the implementation of a new braking system. The report examines the concept of target costing, a system used to determine the life-cycle cost of a product while maintaining a desired profit margin. It explores the formation of a team tasked with reducing manufacturing costs, including personnel from marketing, engineering, purchasing, accounting, and administration. The report details the team's strategies for cost reduction, such as redesigning the product and optimizing selling and distribution costs. Furthermore, it presents a cost structure analysis and discusses the advantages and limitations of target costing, emphasizing its role in marketing, product quality, and management control. The report concludes by highlighting the importance of target costing in today's competitive market, despite its potential drawbacks.

Running head: MANAGEMENT ACCOUNTING II
Management Accounting II
Name of the Student:
Name of the University:
Author Note

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MANAGEMENT ACCOUNTING II
Table of Contents
Part A...............................................................................................................................................2
Answer to Question (i).................................................................................................................2
Answer to Question (ii)...............................................................................................................2
Answer to Question (iii)..............................................................................................................3
Part B...............................................................................................................................................4
References........................................................................................................................................7

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Part A
Answer to Question (i)
The issue presented in the case study is that Orange Mount Bikes had been considering
the introduction of the new braking system that permits the bikers for descending the slopes are
steep by utilizing the newly developed braking pattern. The firm has been considering launching
a new line of products having the newly developed design of brakes. However, it must be noted
here that the firm utilizes target costing as a part of the costing structure. Target costing refers to
the particular system of costing that determines the life-cycle cost of the product that would be
enough to develop the particulars of the product without compromising on the desired amount of
profit.
Now, the question that has been presented aims to look into the fact as to why Vanessa
had formed a team in order to manage the manufacturing design of the product. Vanessa carries
out such a task because the company follows the procedure of target costing and in order to
acquire the desired amount of profit, the target cost should be fixed at £855. However, with the
newly integrated biking system the cost is coming up at £905. Therefore, the team that has been
appointed by the Vanessa consists of a marketing expert who will think of the marketing
strategies that may be adopted in order to reduce the cost of manufacturing the bike. The team
also consists of the engineering, purchasing, accounting and administration personnel who can
further give their recommendation for reducing the cost of manufacturing the product. The
engineer might further redesign the product for reducing the cost. The primary purpose of the
formed team is to assemble information in regards to the current costs and develop methods for
reducing the cost of manufacturing the product.
Answer to Question (ii)
The structure of the team and the potential areas that are considered by the newly formed
team for reducing the cost of the product are as follows:
 The team that has been formed by Vanessa consists of a marketing personnel, engineer,
purchasing personnel and accounting and administration personnel.

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 Customer surveys have also been conducted which have helped the team to find out that
there are five features which matter the most in case of a customer. These are that the
weight of the bike, the withstanding power of the bike to take upon hard riding, the way
the bike looks and the degree of comfort that the bike can provide to its rider
 These factors have been further analyzed and arrived at an initial price in regards to the
Mountain Braker
 The engineer who is a member of the team will alter remodel the design of the bike for
the purpose of incorporating the new braking system into the model
 The information in regards to the cost of the current model has also been calculated and
considered for the identification of the effective methods that could be utilized for
reducing the cost of the product
 The manufacturing cost has been reduced by an amount of £30
 The cost in regards to selling and distribution has been reduced by £5
 The cost in regards to warranty and support has been reduced by £5
 The Administration cost has been reduced by £10
These considerations give an overview into the fact that the team has considered the
reduction of cost in the most potential areas. However, it must be noted here that the team could
have reduced the cost of selling and distribution by £10 without reducing the cost of warranty
and support. This is because compromising with the after sales service that is warranty and
support could certainly hamper business (de Melo et al., 2016).
Answer to Question (iii)
The cost structure as recommended in part (ii) of the question could be as follows:
Cost Category
Current Cost
per bike(£)
Target
Cost(£)
Cost
Reduction
needed (£)
New brake development 50 50 0
Manufacturing 710 680 30
Warranty and Support 55 55 0
Total Manufacturing
costs 760 730 30
Selling and distribution 55 45 10
Administration 55 45 10

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The above table depicts the fact that the decrease in the warranty and support in regards
to the product have not been compromised. However, the figure of target cost has been arrived at
by the decreasing the selling and distribution costs by a larger percentage.
Part B
Target costing refers to that system of costing which aims to match the features of a
particular that is being manufactured by a firm with its current ongoing price in the market by
keeping in mind the profitability goals of the company. As evident from the provided case study
of Orange Mount Bikes, by the deducting the desired profit from the market price of the product
the amount of maximum permissible cost can be arrived at. This means that the determination of
the target cost is facilitated by the deduction of a profit margin from the market price of the
product (Ilg, Hoehne and Guenther 2016).
The advantages of target costing can be described as follows:
 The implementation of a target costing system inside a business ensures the
implementation of a proper plan or schedule in regards to marketing and other essential
procedures of business (Ofileanu 2015)
 Target costing is an essential feature of marketing and utilization of it ensures the
reaching of the top position in the marketing world (Ofileanu 2015)
 The customers will be able to receive products that are of the optimum quality as a target
costing structure enables the business firm to satisfy its manufacturing needs at a cost that
is affordable (Ofileanu 2015)
 Target costing also enables the employees to manufacture products that are of the
optimum quality (Segeth-Boniecka 2017)
 Target costing also facilitates the utilization of the management control system for
establishing and reinforcing the management strategies in the company (Segeth-Boniecka
2017)
 It further leads to the integration of the activities of the supplier with the requirements of
the customers for designing the product that is suitable for customer use. This can be
further explained by the example of the case study of the Orange Mount Bikes. The
Orange Mount Bikes before introducing the new product in the market had conducted a

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customer survey which further identified the areas of the product that should be focused
upon in order to gain the support of the customers (Segeth-Boniecka 2017)
 A major advantage of target costing is that it fixes the cost of a particular product on the
basis of the willingness of the customer to pay for it (Diefenbach, Wald and Gleich 2018)
 Furthermore, target costing enables the management of a firm to identify the potential
market areas or opportunities. These are the areas that fix the target selling price at the
maximum level (Diefenbach, Wald and Gleich 2018)
 Target costing also facilitates the reduction in the time period in regards to the
development cycle of a product (Diefenbach, Wald and Gleich 2018)
 Target costing facilitates the reduction in the cost of the product significantly (Rybkowski
2016)
 Lastly, target costing enhances the entire process beginning from product idea till the
introduction and distribution of the product in the market for the purpose of selling and
acquiring the desired profit (Rybkowski 2016)
The limitations of target costing can be listed down as follows:
 The process in regards to development can be stretched to a certain extent that is longer
than assumed or expected. This is because target costing involves a handful number of
processes in order to devise a product at a lower cost for ensuring the fact that it meets
the target cost and the criteria that has been set. A major but common issue in regards to
target costing is that the manager of the business organization does not become ready to
stop a certain project on the account of the reason that its costing goals are not met with.
It must be noted here that a firm using the target costing method should be alert about the
fact that whether the project is moving towards a target cost within a shorter period of
time. If the scene is not so then the project should be dropped (Lima 2016)
 Target costing involves rigorous cost cutting. This means that in order to arrive at the
targeted cost of the product the management of the firm might cut upon various costs that
the stakeholders of the firm feel necessary to include. Therefore, this may result in
employee dissatisfaction, which will ultimately result in drop in production rate by them
(Lima 2016)

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 A major portion of target costing involves designing of the product which in turn
involves opinion or suggestions from the different levels of business including different
departments. The different departmental executives have different perspective in regards
to the design of the product. Moreover, the design teams have their own viewpoint. This
leads to unnecessary confusion and results in a faulty layout or design of the product
(Lima 2016)
Thus, these are the limitations and benefits of target costing and it can be evidently stated
here that in spite of the potential disadvantages, the marketing world of the modern day demands
the utilization of target costing for the establishment of a profitable business.

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References
de Melo, R.S.S., Do, D., Tillmann, P., Ballard, G. and Granja, A.D., 2016. Target value design in
the public sector: evidence from a hospital project in San Francisco, CA. Architectural
Engineering and Design Management, 12(2), pp.125-137.
Diefenbach, U., Wald, A. and Gleich, R., 2018. Between cost and benefit: investigating effects
of cost management control systems on cost efficiency and organisational performance. Journal
of Management Control, pp.1-27.
Gonçalves, T., Gaio, C. and Silva, M., 2018. Target costing and innovation-exploratory
configurations: A comparison of fsQCA, multivariate regression, and variable cluster analysis.
Journal of Business Research.
Ilg, P., Hoehne, C. and Guenther, E., 2016. High-performance materials in infrastructure: a
review of applied life cycle costing and its drivers–the case of fiber-reinforced composites.
Journal of Cleaner Production, 112, pp.926-945.
Jiang, L. and Hansen, C.Ø., 2016. Target costing as a strategic tool to commercialize the product
and service innovation.
Lima, A.C., da Silveira, J.A.G., da Silva, S.H.F. and Ching, H.Y., 2016. Target costing:
exploring the concept and its relation to competitiveness in agribusiness. CEP, 60, p.905.
Mörtl, M. and Schmied, C., 2016. Design for Cost—A Review of Methods, Tools and Research
Directions. Journal of the Indian Institute of Science, 95(4), pp.379-404.
Ofileanu, D., 2015. TARGET COSTING FUNCTIONS. Revista Economica, 67(5).
Rybkowski, Z.K., Munankami, M., Shepley, M.M. and Fernández-Solis, J.L., 2016, July.
Development and testing of a lean simulation to illustrate key principles of Target Value Design:
A first run study. Proceedings of the 24th annual conference of the International Group for Lean
Construction.
Segeth-Boniecka, K., 2017. Target costing as an element of the hard coal extraction cost
planning process. Zeszyty Teoretyczne Rachunkowości, (94 (150)), pp.145-157.