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Mini Case Study - Marketing
Mini Case Study - Marketing
Chemical supplies Ltd. (CSL) is a distributor of specialised chemicals for the industrial
sector, established in the year 2014 started operations with an initial capital of Rs. 30 million.
Their products continue to have high acceptance of customers in the past but in the year with
significant levels of profitability. In the preceding year 31st March, 2018 the company saw a
dip in profits compared to previous years, despite increased turnover, which situation has
however since recovered in the subsequent year ending 31st March, 2019. The management is
quite pleased with its recovery and confident of the trend continuing in the future.
CSL has also invested its surplus funds of the past in investments from which the company
continues to receive dividends which helps to increase its earn returns. One area of concern is
the high level of bad debts which was due to a large amount due from a customer who went
bankrupt during the year.
The company has a sales mix on average of Cash sales of 20% and Credit sales of 80%. A
significant amount has been invested in the current year for marketing related activities to
ensure higher revenues from sales.
They also operate with around 400 small and medium sized dealers, and have a credit policy
of extending 60 days credit to them. Due to the need to obtain cash from its customers CSL
employs special debt collection officers and monitors the level of bad debts incurred. The
company also has a policy of attempting to keep its cost of sales at 65% of its selling price.
All purchases by the company have also been on credit terms.
The sales pattern during the period April 2018 to March 2019 is made available together with
the Income statement Balance sheet and Cash flow statement.
Required:
1. Comment on the performance of the company paying emphasis to the given
background information.
Hint: Use ratio analysis and determine the % YOY change
2. How cash has been utilized during the year,
3. What impact do you expect the monthly sales pattern to have on the ratios computed
above, and how would this affect your judgement on performance of the company?
1
Income Statement for the year ended 31st March
2018 2019 2018 2019
Rs. 000's Rs. 000's YOY change
Sales 54,900 45,100 22% Cash sales 10,980 9,020 20%
Less: Cost of sales Credit sales 43,920 36,080 80%
Opening stock 14,600 11,500 54,900 45,100
Purchases 42,950 35,000
Less: Closing stock (16,900) (14,600)
40,650 31,900 27%
2
Balance Sheet as at 31st March 2018 2019
ASSETS Rs. 000's Rs. 000's
Property, Plant & Equipment 63,800 55,300
(at net book value)
Investments 16,400 8,400
80,200 63,700
Current Assets
Inventory 16,900 14,600
Accounts receivable (Debtors) 13,700 9,100
Cash 3,684 200
34,284 23,900
Long-term Liabilities
Bank loans 30,000 20,000
Current liabilities
Accounts payable (Creditors) 11,300 9,800
Accrued expenses 900 1,330
Current portion of LT Liabilities 9,500 8,000
Bank overdraft 6,020 7,081
27,720 26,211