|Subject Code and Title||BIZ201 Accounting for Decision Making|
|Assessment||Case Study Part A|
This assessment is aimed at consolidating knowledge from Modules 1-3. By prescribing this assessment, you are able to reflect on the understanding of accounting concepts and be able to apply them to business scenarios like given in this case study.
First Name_Last Name_BIZ201_Case_Study A_Assessment3_Workbook.xlsx First Name_Last Name_BIZ201_Case_Study A_Assessment3_Report.doc
Crystal Hotel Pty Ltd is a privately owned 3.5 stars hotel located in Parramatta CBD in Sydney. The Hotel consists of 160 rooms with maximum capacity of 350 guests, a restaurant with capacity of 150 guests, a function room with maximum capacity of 250 guests and a conference room with maximum capacity of 200 guests. The average price per room per night is $150.
While the hotel is located in a very popular location and close proximity to a river and the city centre, it is becoming quite outdated. The owners rely heavily on their corporate clientele. Clients usually use the hotel for their expat employees. Due to long-term contracts, they pay on credit with invoices being issued at the end of each month. The hotel is often faced with outstanding invoices. The owners have so far tolerated it as it usually occurs with their long-term clients.
Additionally, to the accommodation services, they often use hotel facilities for their functions and conferences.
The hotel is constantly having difficulties retaining a good quality staff as they always get junior personnel, which once gaining experience will usually leave for better opportunities in hotels with higher ratings. The biggest issue is to retain high quality personnel in the hotel restaurant, especially a chef.
The owners would like to increase the hotel star rating by renovating or refurbishing the hotel and improving their services. They are thinking about building a Wellness Centre on the rooftop of the hotel, which would include a massage treatment room, gym, spa, sauna and an outdoor pool.
As new plans will require quite extensive capital investment, the owners would like to know where they stand financially before making any major decisions. You have been appointed to analyse their financial statements and to give them an insight on which areas should be improved and analysed further.
Part 1 – to be done in Excel Workbook
This Excel Workbook is available on Blackboard under assessment section. Download it, perform calculations on it and submit it.
1. Using the Income Statement Vertical Analysis prepared in Excel workbook, conduct Income Statement comparative analysis to the industry benchmarks included in Table 1 and Table 2 of the Appendix.
Comment on how the business is performing comparing to the industry.
Include comments on Revenue, Cost of sales (excluding personnel costs), Personnel costs, unallocated Operating costs and Total costs proportions.
Make recommendations on areas that need improvements or further investigation, based on the results of your comparative analysis.
2. Using the results of the Ratio Analysis in Excel workbook, comment on Profitability, Efficiency, Liquidity and Solvency of the business. With reference to the industry data provided, make recommendations where appropriate.
3. There are additional industry specific performance indicators and benchmarks that the hotel could use when comparing itself to the industry. Conduct a research and recommend 3 additional industry specific benchmarks the hotel could use in their comparative analysis. Include a brief explanation of each benchmark you are recommending including formula where appropriate
ACCOUNTING FOR BUSINESS DECISION
In this report, relevant accounting concepts to the business scenario has been made. Financial analysis tools are used to assess the business performance and financial forecasting of the organization. The trend analysis, vertical analysis, and horizontal income statement analysis have been used to assess the financial performance of Crystal Hotel Private limited. The ratio analysis and interpretation have been made to assess the financial performance of the company.
Income Statement comparative analysis
The financial statement and analysis made on it divulge that Crystal Hotel Company has been earning a good amount of earning from the sale of its rooms in the market. Nonetheless, as compared to different factors following analysis has been made as below (Mahoney, and Thelen, 2015).
Revenue- The Crystal Hotel Company has 60% of total revenue only from the room booking in the hotel. As compared to industry room occupation, the company has 5% less room occupation. The revenue from the food and beverage part is 7.08% which is 35% low compared with industry average data. The company needs to focus on its marketing activities to boost its room occupancies in the market (Mialon, Swinburn, Wate, and Tukana, 2015).
Personal Cost- It is accompanied by 7% of its total personal costing. It is 25% of total sales and industry standards of personal cost are accounted for 43% which is continually increased (Said, 2016).
Unallocated costing- It is accounted to 18.31% which is high as compared to its cost and other related costs. The unallocated operating costing of the industry standard is 18% which is .3% low as compared to Crystal Hotel. The hotel has kept high unallocated costing due to its high operating expenses (Finkler, Smith, and Calabrese, 2018).
Total Cost of goods sold– The COGS of the hotel is 27.59% which is way too low compared to industry standards counted to 81%. The lower COGS will increase the overall return on capital employed and earning of the company (Barr, and McClellan, 2018).
There are the following recommendations are given below.
The ratio computation has been made based on financial data given for the year 2015. It is found that the computed gross profit margin of the company is 72.41% which is 9.41% lower as compared to the industry average. It has kept a high gross margin due to its cost-cutting methods and its financial capital deployment in process. The earned return on assets has been 23.37% which is 15% higher as compared to industry data. The return on equity of the company is 32.85% which is 23% higher as compared to industry data. It reveals that the company is offering a higher return to its stakeholders as compared to other industry rivals. The gross profit margin could be more improved by the company if it purchases its materials and goods at the cheapest rate from the suppliers (Burtonshaw-Gunn, 2017).
Inventory turnover is 6.6 times which is 2 times lower as compared to industry data. The hotel has been keeping overstocking in its warehouse which increases its cash costing. The receivables period is also way too high compared to its industry average. The higher receivables turnover reveals high cash blockage. Hotel needs to improve its capital efficiency to deploy in its business (Ko, Fujita, and Li, 2017).
The current and quick ratio of company is less than the industry average. The current ratio is 1.86 times and quick ratio is 1.45 times. Both ratio is lower than industry average. The current ratio of the hotel is way too low which should be increased at least to 2 times. However, the quick assets ratio is adequate to operate the business effectively.
Crystal hotel should increase its liquidity by increasing the investment in its current assets.
The cash blockage of funds should also be reduced to strengthen business outcomes.
It needs to lower down its excess expenses to increase the overall margin.
There are several methods to assess the financial performance of the company. However, the below given alternate method is given below (Moutinho, and Vargas-Sanchez, 2018).
The performance of the Crystal Hotel could be compared with the performance of the rival's business organization in the industry. This method assists in improving the financial performance of the company yearly. The horizontal performance analysis could be used to assess the value business element of the company. The formula for the computation of the horizontal performance analysis has been given as below (Matthew, 2017).
Value in comparison year (Element)– Value base year( Same element) x 100
Value in base year (Element)
Therefore, by using the above given formula, we could easily assess the growth and decline stage of the company in the percentage forms. This could further be used to assess the financial performance of the company in context with the data given of the industry in the market (McKinney, 2015).
This is the graphical presentation of the financial data through which comparison is made between the two financial factors or financial performance of companies. There are several graphs such as Pie chart, Line chart, Bar chart, and Column graphs to make the comparison of the given financial data. By using the different graphs and charts, the financial performance of company could be compared with the industry data. However, SPSS and data tool software could also be used by Crystal Hotel to prepare these graphs. The below given is the example of the graphical analysis of the data (Martin, 2016).
The CVP analysis helps in computing the cost, contribution and profit volume of the company at a certain level of the sales. By using this method, company could easily determine the point of sales at which it will have particular profit. It is the best method to identify the cost, profit, and break-even point. This formula could be used by Crystal Hotel to make the comparative analysis on the given financial data. This method is useful to plan better financial position and keeping business more effective. However, the CVP analysis could be used for the following computation such as total room revenue per year, contributing margin ratio, expenses ratio, the margin of safety ratio and break event points (Banerjee, 2015).
This could be learned from example. For instance, room revenue per year would be
Total room revenue/ number of room
= $ 68.61 per room.
The financial aspects of the Crystal Hotel have been showing that it has been keeping good amount of financial returns. It has kept good liquidity, profit-earning margin, and increased its investment in its current assets throughout the time. Nonetheless, administration expenses of the company has also been increased which may impact its gross profit margin. Therefore, these expenses should be controlled by Hotel to increase its overall return on capital employed. Nonetheless, in the end, it could be inferred that Crystal Hotel should focus on reducing its cash blockage to earn more profit in its business. It will lower down the cost of capital and eventually increase the overall return on capital employed.