Solved: Morrow Company is a large manufacturer of auto

parts for

Morrow Company is a large manufacturer of auto parts for automakers and parts distributors.
Although Morrow has plants throughout the world, most are in North America. Morrow is known
for the quality of its parts and for the reliability of its operations. Customers receive their orders
in a timely manner and there are no errors in the shipment or billing of these orders. For these
reasons, Morrow has prospered in a business that is very competitive, with competitors such as
Delphi, Visteon, and others. Morrow just received an order for 100 auto parts from National
Motors Corp., a major auto manufacturer. National proposed a $1,500 selling price per part.
Morrow usually earned 20 per cent operating margin as a percent of sales. Morrow recently
decided to use target costing in pricing its products. An examination of the production costs by
the engineers and accountants showed that this part was assigned a standard full cost of
$1,425 per part (this includes $1,000 production, $200 marketing, and $225 general and
administration costs per part). Morrow’s Value Assessment Group (VAG) undertook a cost
reduction program for this part. Two production areas that were investigated were the defective
unit rate and the tooling costs. The $1,000 production costs included a normal defective cost of
$85 per part. Group leaders suggested that production changes could reduce defective cost to
$25 per part. Forty-five tools were used to make the auto part. The group discovered that the
number of tools could be reduced to 30 and less expensive tools could be used on this part to
meet National’s product specifications. These changes saved an additional $105 of production
cost per part. By studying other problem areas, the group found that general and administration
costs could be reduced by
$50 per unit through use of electronic data interchange with suppliers and just-in-time inventory
management. In addition, Morrow’s sales manager told the group that National might be willing
to pay a higher selling price because of Morrow’s quality reputation and reliability. He believed
National’s proposed price was a starting point for negotiations. Of course, National had made
the same offer to some of Morrow’s competitors.

Required
1. What should be Morrow’s target cost per auto part? Explain.
2. As a result of the Value Engineering Group’s efforts, determine Morrow’s estimated cost for
the auto part. Will Morrow meet the target cost for the part? Do you recommend that Morrow
take the National offer? Explain your reasons.

ANSWER
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