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Contribution Analysis

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Submitted By atinuke1ng
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Contribution margin analysis is another tool managers use for decision making, expenses are categorized as either fixed or variable. The variable costs are deducted from sales to obtain the contribution margin. Fixed costs are then subtracted from contribution margin to obtain net income. This information helps the manager to (1) decide whether to drop or push a product line, (2) evaluate alternatives arising from production, special advertising, and so on, (3) decide on pricing strategy and products or services to emphasize, and (4) appraise performance. For example, contribution analysis involves how to formulate a bid price on a contract, and whether to accept an order even if it is below the normal selling price. Gross margin, found in the conventional income statement, which is sales minus the cost of goods sold, is not useful for this type of decision analysis.
Contribution analysis recognises that it takes time to achieve an impact and does not seek to prove an impact before it could be achieved. It provides information on whether a program is likely to achieve an impact. In terms of accountability for outcomes, contribution analysis asks if everything possible has been done to effect the achievement of the intended results and what lessons have been learnt (Mayne, 1999)

Break Even Analysis
According to Kerin & Petersen 2010, one of the simplest applications of contribution analysis is the break even analysis. A breakeven analysis is used to determine how much sales volume your business needs to start making a profit. The breakeven analysis is especially useful when you're developing a pricing strategy, either as part of a marketing plan or a business plan.
A calculation of the sales volume (in units) required to just cover costs. A lower sales volume would be unprofitable and a higher volume would be profitable. Break-even analysis focuses on the

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