BCG-Matrix and the Life Cycle

BCG-matrix and the life cycle

The four phases of a product or market according to the BCG-matrix can usually also be recognized in the life cycle of a product:

    • If a company achieves initial sales and turnover success with a new product or a new product group, it is not yet clear whether it will become a success. It is still a question mark.
    • If sales volumes and turnover increase more strongly than in the previous year (the curve is always steeper), this is a rising star. It is possible that not all costs are covered at the beginning of this phase, but the contribution margins are growing faster than the fixed costs. The product enters the profit phase.
    • The cash cow phase begins when the annual sales growth rates decrease compared to the previous year. Profits reach the highest absolute values, which also increases liquidity. Owners can be paid higher dividends or new question marks and stars can be financed.
    • The start of the downturn phase (poor dog) cannot be precisely defined. If the competition also records lower sales volumes, the downturn is probably already underway. In such a situation, it is important to know whether contribution margins are still being generated to cover the fixed costs of the product or sales area. If the contribution margins are tending towards zero, the product must be removed from the range as it no longer contributes financially to the company’s success.
    • BCG-Matrix in the life cycle
      BCG-Matrix in the life cycle

Effects on financial solvency

The BCG matrix also provides an important insight into a company’s liquidity:

Question marks and stars tie up liquidity (available cash) because

    • more sales lead to higher accounts receivable,
    • higher inventories are required for timely delivery,
    • investments in fixed assets have to be paid for.

Cash cows and poor dogs free up liquidity because

    • there are hardly any new investments to be paid for in the business area,
    • due to falling sales, accounts receivable balances also become less,
    • less inventory needs to be financed in order to fulfill orders on time.
BCG-Matrix
BCG-Matrix (Money binders and money makers)

The combined use of the BCG-matrix and of the dynamic investment calculation is particularly recommended for strategic and medium-term operational planning. The focus is on the profitability of the targeted product/market positions. However, it is also to clarify whether the projects can be financed from the company’s own funds or whether external liquid funds will have to be procured.

BCG-Matrix

BCG-Matrix

Bruce Henderson and the Boston Consulting Group developed the BCG -matrix in 1970. It is intended to support strategic planning and management of companies with different products or business areas as well as different market areas. In the widely known four fields

    • Question Marks (question marks ?)
    • Stars (products with a high market share in growing markets)
    • Cash Cows (Dairy cows)
    • Poor Dogs (discontinued products)

all product or service areas of a company are entered so that the product/market portfolio can be recognized.

To determine the appropriate field in the portfolio, information on the previous course of the product life cycle (sales, cash flow, profit and growth rates) of the company’s own product or market areas is required, as well as the growth rates of the observed market. The company’s own relative market share can be estimated by comparing its own sales with total sales in the observed market.

The table below shows the absolute and relative sales shares of the market participants in a product area. The data in the “We” column comes from the company’s own invoicing, while that of the main competitors A and B and the other suppliers (remainder) comes from publicly available information or estimates.

BCG-Matrix2
BCG-Matrix2

Compared to the largest provider A,”We” has a relative market share (average of 3 years) of 80% (14,800 / 18,400) and an absolute market share of 29% (14,800 / 50,600) compared to the total market.

Total market is growing strongly. In 3 years, sales increased from 12,400 to 50,600, i.e. by 308%. The company’s own growth rate is even higher at around 640%.

In the BCG matrix, the relative market shares are shown on the X-axis and the growth of the total market on the Y-axis. The size of the bubbles represents the sales volume of the individual providers. This allows to put the positions of the individual providers in relation to the sales leader and the competitors. For presentation the X- and Y-axes have been adjusted to the minimum and maximum values. Competitor A is (still) the sales leader. The sales of the other providers are positioned on the X-axis in relation to the market leader:

    • Competitor A is given the cash cow position because its sales growth is lower (247%) than that of the overall market (308%), but it still has the largest market share.
    • “WE” has caught up massively in terms of sales growth but is still in the “rising star” position. Sales are almost as high as those of competitor A. The reason for this is the strong sales growth of the last three years.
    • Competitor B’s three-year sales growth is slower than that of the other market players. As a result, its market position is slipping into the “poor dog area”.
    • The providers in the “Rest” group have grown slower than competitor A and “WE”. They do not seem to be able to provide potential customers with an offer that meets their needs. Their position has not improved in comparison to competitor A and “WE”. Because the “Rest” group is lagging behind in terms of sales development, it has slipped into the “Poor dogs” category.
Competitors Positions
Competitors Positions

As competitor A is already in the cash cow position, it must try to maintain sales for as long as possible, reduce or at least maintain the fixed costs of its own division and reduce proportional unit costs. This results in higher cash returns for the company, which can be used to build up new potential for success.

As long as “We” sales grow faster than those of the competitors, the business segment remains a rising star and should ensure that absolute contribution margins grow. These can be used to expand the company’s own market position or to finance new “question marks”.

“We” can use the cash released by this development to invest in question marks and to finance the growth of the stars.

Do BSC and Management Control fit?

The Balanced Scorecard is intended to measure and assess how well the strategy has been implemented during the reported period. In the Management Control System, different planning levels are distinguished (see the post “The Main Questions of each Planning Stage”). Corporate policy expresses what purpose the company should fulfill from the point of view of the owners and what guidelines for development they envisage. The strategies are developed from this. Formulated corporate policy and strategies are prerequisites for the introduction of the BSC.

Do BSC and Management Control fit
Do BSC and Management Control fit?

In the post “Strategy and Functional Concepts”, it was explained that there is hardly one common strategy for the entire company because each independent product/market combination can appear differently in its respective market. The strategic plans and goals are thus to be formulated by strategic business unit, SBU. This also corresponds to the recommendation of Kaplan and Norton in The Strategy Focused Organization, p. 45f.”.

An SBU is to be formed if different product/market combinations occur with their own corresponding pricing and offering and possibly even the unique selling proposition is different. This leads to a strategy per SBU and consequently to a specific BSC for this business unit.

In the post “Strategy and Functional Concepts”, we recommend answering six question groups when creating and documenting an SBU strategy:

Basic Idea, Framework, Assessment, Objectives, Plan of Measures, Critical Assumptions.

The objectives are the starting point for the creation of the BSC, the plan of measures is the input for operational planning. The critical assumptions are to be scrutinized when assessing whether a strategy should be pursued further, adapted or cancelled.

The agreed SBU-strategies and their objectives form the input for mid-range planning and for defining the results to be achieved in the coming year. In the functional concepts, the BSC-perspectives “processes” and “potentials” come to the fore. This is because operational planning must determine how the conditions for achieving the market and financial targets are to be created in the internal units.

This means that results to be achieved in the functional areas must also be defined as objectives. It should be possible to measure the success of implementation with the BSC.  The processes are also to be specified in a verifiable form. The intention to “expand the customer base” does not help with work planning in the areas concerned, nor is it defined how much is to be achieved and how the results achieved are to be measured. The rules for agreeing on objectives are to be applied to both strategic and operational planning. It must therefore be specified which unit (cost center) is to acquire how many new customers, by when, which criteria are to be applied so that someone is counted as a new customer, and in which year what number of new customers is to be created.

In annual planning it is important to define the results to be achieved, i.e., measurable targets, in the planning of sales, revenue, production, projects, cost centers and investments, so that progress can be measured.

Implementation of the BSC thus requires that the ideas and rules of management by objectives are applied in all areas, that the quantity- and performance-related plan and actual data are available in the ERP (Enterprise Resource Management) and CRM (Customer Relationship Management) systems, and that decision-relevant plan, target and actual data on values and inventories are provided in Management Accounting.

Overall, the BSC runs parallel to the planning stages required in the management control system. Kaplan and Norton assume the same sequence and the same contents of the planning stages as described in this blog. Based on the corporate policy and strategic definitions, the measurable short- and medium-term objectives for market development are to be derived. To realize them the personnel and material prerequisites must be created in the functional areas. This is done in cost centers and projects. The BSC measures and assesses whether these results are being achieved on time and within budget by means of target to actual comparisons.

If the management control system is set up as outlined in this blog, the planning data required for the BSC will also be generated.

The next post will analyze whether the management control system can also provide the actual data required for evaluation.

Plan from Market into Company

Planning sales quantities in several market dimensions is the consequence of multi-dimensional market cultivation. How to get down to the units to be sold next year?

Planning from Market into Company

An organization’s strategy defines with which products or product groups it will produce, and what positions in which markets are to be achieved (see the post “Strategy and functional concepts“). This applies not only to physical products, but also to services.

Operationally, the sales quantity and revenue objectives to be achieved for each planned year are derived from the strategy and defined for each year. Based on these targets, the quantities to be produced or purchased are to be determined for each item to be sold. This planning can take place at various levels of granularity, for example, by assortment, by product group or by individual item number. It is worthwhile to plan at the level of the single item number as this allows production to better adapt its capacities to the expected demand. However, this detailed planning per item often involves a huge amount of work that the sales staff cannot accomplish. In such cases, statistical distributions based on the experience from previous years come into play.

To improve the planning quality “the markets” should be subdivided into finer sections since demand depends on the market structures, the market potential available in them, and on the stage of development of the submarket itself. It is customary to break down the sales markets geographically by country and, within this, by sales region. Sales channels are also becoming increasingly relevant, for example, direct sales, sales through dealers or agents, and online sales. Sales intermediaries like architects, medical doctors, engineers, nutritionists and increasingly influencers on social media more and more also have an influence on the purchasing decision of an end customer. This development is becoming an important impact with consequences for market cultivation as well.

To plan sales quantities and planned gross revenue by item today means to link three dimensions: Strategy, sub-markets, product structures. Shown as an example:

Planning from Market into Company
Planning from Market into Company

Even in small companies, this multi-dimensionality leads to extensive tables. In the example of Ringbook Ltd., four sales region managers, each responsible for their area, are to determine the planned sales for 42 individual items. This already results in 4 x 42 = 168 entries, which can then be totalized according to product groups and assortments. This does not yet take the market dimension into account. Each of the 50 customers can buy the 42 items, what would result in 2,600 possible planning entries. As the sales staff cannot look after his customers while planning, less sales are the consequence during the planning period. Sales management of Ringbook Ltd. requires that each area manager plan the sales quantity per product group for the year to be planned. This requires seven entries (yellow = input fields). As an initial basis for setting his sales targets, the planner reviews the previous year’s sales (12 last complete months).

By using billing data , the previous year’s shares of the individual items per product group can be calculated. The resulting percentages are multiplied by the planned sales quantity of the product group. The result is the calculated planned sales quantity by item and sales area:

For the sales representatives, this planning is part of fixing their next year’s objectives with their sales manager. The representatives must therefore also have the opportunity to adjust the calculated planned quantities to be sold for each item autonomously. This is because it is possible that a product that was not sold in the area in the previous year will be in demand in the future. New customers may be added, existing customers may give up their business or be taken over by other companies. Therefore, the sales representatives can still change the planned quantities of the single items in their final presentation. The procedure is shown in full detail in the simulation model of the book Management Control with Integrated Planning.

If all sales region plans are combined, the result is the sales quantity plan for the entire company. The top sales manager is responsible for achieving this. The detailed sales plan forms the basis for net revenue planning and for determining the planned production quantities.

Master Plan for Integrated Planning and Control

The Master Plan for Integrated Planning and Control is the IMS

The Integrated Management System (IMS) represents the various elements and subsystems of comprehensive planning and control with their interdependencies. Fredmund Malik developed it based on the St. Gallen Management Model (SGMM). The IMS shows which subsystems and elements are necessary and sufficient for correct and good management. The IMS presentation presented here is slightly adapted to facilitate access to the design of the integrated information system. However, the original content was not changed.

The management topics and the necessary tools are presented in four quadrants.

The Master Plan for Integrated Planning and Control
The Master Plan for Integrated Planning and Control
  • In quadrant 1, top left, the planning or management levels can be seen, which range from the purpose of the company to annual planning (see “The Main Questions of Each Planning Stage“).
  • Projects are listed on the demarcation line between company-related and employee-related. This is because real projects usually develop from strategic and medium-term planning. For their realization, the partial results to be achieved in a planned year must be reflected in the personal annual objectives of the assigned project managers and (employees). For space reasons, the box “Projects” is placed in the area above the year. Long- as well as short-range projects should also be included in the personal annual objectives with their milestones (partial results to be achieved).
  • Organizational structures and processes are derived from the strategic intentions and plans as well as from the functional concepts, which has an impact on operational planning and on the assignment of tasks (functions) and responsibilities. These tasks and responsibilities can be documented with the functional diagram (see glossary).
  • The realization of strategies and functional concepts requires management capacity. Therefore, both the need for managers and the development of junior managers must be qualified and quantified in the information system (quadrant 3).
  • Quadrant 4, bottom right, shows how the annual objectives of individuals are translated into results. With management by objectives, personal goals and orders are derived from higher-level objectives or projects. The principles of delegation and self-organization are also included in the implementation path. This results in responsibility for achieving objectives and enabling self-control (see page “Management by Objectives”). Management Control depends on the documentation of objectives in the information system and on the ability to track results achieved according to quantities, qualities, deadlines and results QQDR.
  • Performance appraisal provides feedback of the results achieved to the person or management function in quadrant 3. Questions regarding the need for technical and managerial competencies must also be addressed there and considered in the multi-year planning. The additional managemers to be recruited and trained are in turn a prerequisite for achieving the strategic and operational objectives defined in quadrant 1.
  • In quadrant 2, bottom left, the tactical control of the achievement of objectives takes place during the year. For this purpose it is necessary to map all processes and structures of the company in databases. On the one hand, the data must be contained in the information system as planned values so that the plan-calculation can be created. On the other hand, the real events must be mapped in terms of quantity, time and value down to all details that determine results and are relevant to decision-making. At this lowest level (customers, products, individual processes, purchased materials, operating materials and services, and existing plants), the database for integrated planning and control is created. Planning and recording at the lowest level is also indispensable because the data must be able to be evaluated multidimensionally and condensed into higher generic terms.
  • This information system is usually implemented with the help of an ERP (Enterprise Resource Planning) system. Fully developed ERP systems range from customer acquisition to research and development, from merchandise management and production to wage administration, asset management, internal accounting and bookkeeping. This enables them to cover the requirements of annual planning and tactical control for plan, target and actual.
  • Finally, controlling is the entire process of defining objectives, planning and control in the financial and performance area (see “Management, Controlling, Controller“). With the help of feedforward (corporate policy and strategy) and feedback (comparison of what was achieved with what was planned), managers try to prepare corrective actions that determine the future, decide on their realization, and subsequently assess the extent to which they have already been successfully implemented. Findings from the controlling process can have an impact at all planning levels. The controlling process is thus placed overlapping both left quadrants.

The personal annual objectives are exactly in the middle of the integrated management system because they describe the results to be achieved by the individual (manager) in the planned year in a measurable or verifiable form. To enable these persons to assess the progress they have made towards achieving their objectives (self-control), the ERP system should provide the database to generate regular plan-to-actual comparisons.

In this blog, the IMS forms the blueprint for the design of the integral management control system.

Strategy and Functional Concepts

Strategy is outward looking. It determines the unique selling propositions of the offering and the market position to be achieved. Functional concepts are concretized in operational medium-term plans. Their implementation is intended to create and provide the internally necessary success potentials for strategy realization.

Michael Porter (On Competition, 2008) notes that a strategy should describe the unique selling propositions and the market positions to be achieved in the respective market areas with the company’s own offers. This means that an independent strategy must be defined for each product/market combination. Following this definition, objectives, projects and measures must be determined which appear suitable for achieving the desired position operationally.

Unfortunately, the term strategy is nowadays used for almost everything that is associated with planning. This fuzziness in the use of the term leads to uncertainties in management and to poor investments. For this reason, we distinguish between strategies and functional concepts in strategic planning:

Strategy:

Definition of the position to be achieved by independent product/market area and description of the success potentials to be built up or expanded in the areas. This requires the creation of Strategic Business Units (SBUs).
For each product/market strategy, the business idea to be pursued, the general conditions to be considered and the responsible persons assessment of the chances of implementation must be specified. As a basis for subsequent implementation planning, the results to be achieved (sales, turnover, deadlines, contribution margins) must be quantified and the most important actions/projects must be fixed.

In addition, the assumptions made in the preparation of the strategic plan, in particular regarding the development of demand and the actions of competitors, must be documented. These can change during the course of strategy implementation, which could lead to a strategy revision.

To be able to check later on whether the original assumptions still apply when comparing the planned to the actual strategy, the assumptions critical to success must be recorded during strategy formulation. We recommend dividing each strategic plan into six parts (see Controller’s Guide, p. 600):

1 Basic idea: Verbal description of the product/market combination to be created and the objectives to be achieved (sales, turnover, contribution margins) as well as the main competitive advantages and customer benefits from the customer’s point of view.
2 General conditions: Description of the factors and conditions in the environments that are important for strategic success but which cannot be changed by the company itself.
3 Assessment: Assessment of the chances of success of the strategic business area, taking into account possible actions of the competitor strategy and possible SBU’s own defense measures. Documentation of the compliance of the strategic plan with the corporate policy guidelines.
4 Objectives: Definition of the qualitative and quantitative benchmarks to be achieved for each year in the strategic horizon (market shares, product range, quality (from the customer’s point of view), incremental contribution margins). Review by means of a dynamic investment calculation (see the menu position “Free Downloads”, Excel template).
5 Action program: List of projects, market cultivation measures, developments in the sales organization and other actions with milestones, responsibilities, decision-making powers and budgets).
6 Critical assumptions: List of assumptions made for market development. If these assumptions are not met, the strategy must be revised or terminated. Other relevant criteria for the continuation decision may be legal changes, political shifts and new competing products or applications.

To enable strategy implementation, success potentials must usually be newly established or expanded within the company. These success potentials are increasingly planned and realized in the functional areas and also across departments. They form the starting point for the definition of functional concepts.

Strategy and Functional Concepts
Strategy and Functional Concepts

Functional concepts:

Functional concepts are medium-term objectives and plans of the functional areas for the creation of the success potentials necessary for strategic success. They are defined, for example, for procurement, personnel, production, research and development, information technology (IT) or financing. They create the internal prerequisites for the strategies to be implemented.

For this purpose, plans and projects are created for each area with their results to be achieved, milestones, investment budgets and cost plans and documented in the medium-term planning. Cross-departmental coordination is decisive for success because many results can only be achieved through cooperation. Examples include developing junior managers, developing new applications, centralizing master data maintenance and integrated planning and control systems.

Functional concepts are part of operational multi-year planning because the development of success potentials and integrated processes is often very complex and often takes several years to complete.

Mission+Vision+Values

Examples of good documents on corporate policy, demarcation between policy and strategy. Content-related elements of a corporate policy.

Why the Differentiation between Mission, Vision and Values?

“Sheer Driving Pleasure” is the widely known vision of BMW. It has been valid since 1973 and is also applied to models with electric drive (see https://www.bmw.com/en/automotive-life/the-history-of-the-bmw-slogan.html). This vision is part of the corporate policy.
Purpose, visions, values and generally valid rules of conduct are part of the “corporate policy” planning level. Corporate policy should describe who the company is and/or wants to become.
Because corporate policy is used as a collective term for the self-identification of an organization and for the description of its intended future position, terms such as vision, mission, strategy, rules of conduct and governance are often not clearly distinguished from each other and are not separated from strategy and operation. This in turn leads to the fact that the importance of such statements is not sufficiently recognized within the company.
To clearly assign the various sub-contents of a corporate policy, we use the structure from the St. Gallen Management Model (p. 31 ff.):

Vision: Basic statement for which the company wants to be known and what position it wants to achieve in its area of expansion.

Mission statement: Brief description of the overarching values, rules and lines of development. They apply above all to all employees.

Management concepts: These define the key values to be adhered to and the positions to be achieved in future developments. According to the division into natural, social, economic and technological sub-environments, see the article “Management Control Requires Environmental Reference”), a technology/market-related, an economic and a social concept are to be described. These three management concepts should also specify through which social, technological and economic developments the organization will contribute to the protection of the natural environment.

In his book “Levers of Control, p. 33ff., see bibliograpy” Robert Simons states that every organization is purpose-oriented and that a corporate policy is needed to fulfill its purpose. This policy should contain the core values and beliefs as well as the general boundaries (risks to avoid). Vision, mission statement and the three management concepts thus form the top-level documentation for guiding the behavior of managers, for deriving strategies and for operational implementation (fulfilment of purpose).

Wacker Chemie AG is a technology leader in the chemical industry, produces for all global key industries and is active in the fields of silicones, polymers, life sciences and polysilicon.”
With this definition, the company describes the product areas it stands for and the industries in which it wants to win its customers.
It is worth studying the corporate policy principles of this group, which has sales of around EUR 5 billion. Their Codes of Conduct can be downloaded as a PDF file from there: https://www.wacker.com/cms/de-de/about-wacker/wacker-at-a-glance/corporate-strategy-and-policy-guidelines/ethical-principles.html .

In our opinion, strategies are not part of corporate policy. They define with which products or services in which markets which positions can be achieved. A company can operate in different markets with different products or services, which means that different strategies can be pursued in different markets. To structure this requires the definition of strategic business units (SBU). Each SBU can pursue an independent strategy but must adhere to the corporate policy guidelines.

Main Questions of each Planning Stage

Mission, strategy and operation should answer different questions for different application scopes and timespans.

The Main Questions of each Planning Stage

Before implementation of its operational plan, each company needs to distinguish between four planning levels (or management levels), as in each of these levels a different question needs to be addressed.

The main questions of each planning stage
The Main Questions of each lanning stage

Corporate policy (or mission statement) defines what the organization plans to become in the future and how it will distinguish itself from others. A company must consider the requirements of the various environments in which it operates and, if necessary, react to changes in these requirements. These adjustments should be reflected in the core values of the owners and senior management to determine whether the whole business can become what it wants to be.

As noted in our book (Management Control with Integrated Planning), the basic corporate policy statements are documented in three corporate concepts: the performance-based concept, the financial concept, and the social concept. The performance-based  concept should be in line with the technological and market environments. Elements of the financial concept are profitability to be achieved, financing structure, use of results, maintenance of liquidity. The social concept sets out the guidelines on topics such as management methods, employee development, and conduct towards government, associations and competitors.

Strategic planning defines which markets are to be served, with which products and services, which technologies appear to be decisive for implementation, and in which price segments one wants to offer. Additionally it is necessary to identify which existing internal potentials for success must be enhanced and which new ones must be built up in order to reach the wanted market positions.

In operational planning the results to be achieved are recorded in terms of content and deadlines. The question is therefore how and by when the targeted market positions are to be achieved. In operational medium-term planning (usually 2 – 5 years), the focus is on building up and expanding the success potentials required for strategy implementation. The planning contents are often structured according to functional areas, because the potentials have to be built up there (personnel, market development, suppliers, plants, IT, financing). To document these plans, it is advisable to define functional concepts. In this way, it can be tracked whether the development of potentials is progressing properly and on schedule.

In (operational) annual planning, the results (objectives) to be achieved in the planned year are derived from the strategies and the functional concepts and transferred to the sub-budgets. This makes it clear to everyone involved what contributions they should make to ensure that the organization as a whole achieves its goals. Finally, the content-related plans and objectives must also be represented in terms of value, so that it is clear whether the plans are financially feasible. This is done in the cost, activity, revenue and profit and loss account (via management accounting).

Because customers order products in different quantities and at different times than planned, because unexpected plant downtimes occur, and because employees can be absent or projects delayed, tactical planning and control during the year is necessary. The majority of the data required for planning is managed in the ERP (Enterprise Resource Planning) systems. The comparison of actual data with planning supports employees and managers in meeting their annual targets.

Glossary

The glossary defines management control system terms used in this blog and explains how unclear definitions lead to incorrect results.

Activity-Based Costing

Activity-Based Costing (ABC) is an approach to costing that focuses on activities as the fundamental cost objects, then uses the cost of these activities as the basis for assigning costs to other cost objects such as products, services or customers.  In the Management Accounting System proposed here this cost charging should only happen based on the planned proportional costs of the serving cost centers. The managers of the receiving objects are neither responsible for the fixed costs nor for the variances in the serving cost centers.

Actual cost proof

Enables the cost center manager to access all documents that led to cost debits in a period.

Bill of materials

A specification of the quantities of raw materials, purchased parts and semi-finished products required to produce one unit or a released production order.

Charging internal services provided (ISP)

This occurs when the following prerequisites are fulfilled:
The issuing cost center must plan costs that are directly caused by its activity level,
The receiving cost center can decide for itself if it wants to consume the service or there is an automatic mechanism that with more units in the receiving cost center, more activity has to be performed by the performing cost center (for example, maintenance work required after every 1,000 operating hours).
In the best-case scenario, the receiving cost center can decide for itself whether it procures the service from internal or external contractors.

Check

A check is a necessary but not sufficient element of feedback-loops. The actual results of any activities are assessed and compared with the corresponding target values. This is followed by a variance analysis and the decision as to with which corrective actions the targeted situation can be restored.

Contribution Margin II or CM 2

Misleading term in multilevel and multidimensional contribution accounting. CM II is reported by various ERP vendors as the difference between net revenue and full product cost. Due to the allocations necessary to calculate the full product cost, this CM II is no longer a real CM. In the relevant literature, e.g., Kilger (1988, p.73) or Kilger, Pampel, Vikas, (2002, p.531), CM II does not occur with included fixed costs. We recommend using descriptive names for the levels after CM I, since other fixed costs are to be deducted from CM I in the product dimension than in the customer dimension.

Controller

Controllers provide management support to managers at all levels. They develop and implement all necessary instruments and systems that managers need for performance and value-based integrated planning and control (see the Controller’s Dictionary CWB, and the mission statement of the International Group of Controlling).

Controlling

Controlling is managers’ task (keep your business under control). With their instruments and advice, controllers enable managers at all levels to carry out controlling.

Cost allocation

“The assigning of indirect costs to the chosen cost object (Horngren, 1999)”. It makes sense to allocate costs directly dependent on the activity level of a serving cost center to other cost centers or product units, since these are proportional production costs. However, fixed cost center costs can never be correctly allocated to other cost centers or products due to a lack of a direct cause-and-effect-relationship. This is why fixed cost allocation does not occur in a truly decision-oriented management accounting system.

Cost of sales method

Under this method the net revenues for the period are compared with the product costs of the products sold during the period. The product costs of changes in inventories of semi-finished and finished goods are reported in inventories.

Cost position

A company has a better cost position than that of its competitors if its value-added costs per unit are lower. While it may not be possible to precisely calculate this figure, cost-cutting opportunities must be sought constantly and everywhere in the company in order to survive price competition and to maintain profitability.

Customer benefit

Ratio of the benefits that a customer expects from his purchase decision to the disadvantages he incurs with the purchase (his own application costs). Also known as the cost/benefit ratio.

Delivery reliability

Measure of the degree of compliance with agreed delivery dates. Delays are usually measured in days or hours. This key figure can be used for vendors, production items, warehouse receipts, and deliveries to customers.

Disburdening costs

Costs charged from one cost center to another or to orders (like with credit and debit accounts in financial accounting). This transfer of costs leads many cost center managers to believe that it is good if they can pass on their own costs (including those allocated) in full or even with a surplus to others.
From a business point of view, disburdening makes no sense. Costs are budgeted and incurred in the serving cost center and should be controlled there. The proportional costs of the services rendered are charged to the receiving cost centers or orders. The planned fixed costs and the spending variances remain in the origin cost center. From there, they are transferred by means of stepwise contribution accounting.

Effectivity

Effectivity means “Doing the right things”.

To become effective you need to fix objectives (which results do you want to achieve?) and then to define the key results that will be achieved when the objective is met.  See also OKR Objectives and Key Results.

Efficiency

Efficiency means “Doing things right”.

If you find a possibility to do a production step in shorter time, you become more efficient.

Flexible budget / Should-be costs 

The flexible budget is the planned cost adapted to the actual activity level of a cost center. Calculation formula: Planned fixed costs + (Actual activity / planned activity x proportional plan costs).
The flexible budget thus indicates what costs (in total) a cost center manager should have incurred at an actual activity level. In other words this figure represents the costs that “should have been”. This is the suitable yardstick for comparison with the actually incurred costs, as it aligns the plan to the actual performance.

Free samples

Samples of a company’s product distributed free, often as an introduction to potential customers. They are part of the costs of a sales order or of a customer agreement. Since inventory withdrawals are necessary for these, the proportional standard costs per unit are to be used for the evaluation.

Functional concepts

Medium-term plans to develop support functions needed to successfully support the achievement of strategic product/market objectives. Functional concepts (functional strategies) are always derived from product/ market strategies.

Functional diagram

Two-dimensional representation of tasks and the persons or organizational units involved in their fulfillment. The tasks are listed in the rows, the participants in the columns. The contribution of the position is entered in the resulting fields by means of an abbreviation.

Good unit or piece

Product unit that meets all qualitative specifications and can be placed in inventory.

Holistic

Integral, integrated, to look at something in its entirety.
An integrated performance management system must take a holistic view of a company’s activities, including all its dimensions, including changes in the current and future (partial) environments of the company.

Internal tasks

All work performed in the cost centers that is neither directly caused by the manufactured and sold products, nor requested by other cost centers according to their free will.

Key figure system

Mathematically or logically linked combinations of several key figures (absolute or relative numbers with a special meaningful value). Key figures can be derived from planned values or from actual data and serve as a yardstick to represent cause and effect of processes in a causal relationship (CWB, p. 140 f.).

Key Performance Indicators (KPI)

Quantifiable measurements that reflect the critical success factors of an organization. (IMA Management Accounting Glossary).

Machine-hour rate

A machine-hour rate is formed to charge the directly performance-related machine costs (energy, preventive maintenance, lubricants) as well as the performance-related personnel costs of the machine cost center to the products and orders.

Management control

An organized, integrated process and structure through which management attempts to achieve enterprise goals effectively and efficiently. It provides well-defined units of measurement and evaluation, measures actual performance, and emphasizes continuous comparisons of actual with planned or budgeted performance, and taking corrective action and forecasting. (IMA Management Accounting Glossary).

Management Control is the process by which managers at all hierarchical levels ensure that their strategic intentions are realized (see the definitions of R. Simons (in “Levers of Control”) and R. Anthony/V. Govindarajan (in “Management Control”).

Management Control System (MCS)

Consists of the instruments needed to practice management control. The instruments can be divided into three main groups: 1 Management accounting for operational planning and control, 2 Piloting information for planning and control of mid- to long-term internal developments, 3 Early warning information from outside the company to support decision taking for the future development within the changing environment (strategy).

Material quantity variance

The difference between the precalculated and actual quantity of a raw material or semi-finished good used to produce a given output, valued at standard proportional cost per unit.

Net proceeds

Gross selling price less all possible sales deduction items.

OKR

OKR or Objectives and Key Results is a further development of management by objectives. Intel and Google in particular achieved great success with the working group-related definition of objectives to be achieved and the regular measurement of the (financial) results achieved during the year.
Each team member is responsible to the team leader for achieving the results. This applies to content, deadlines, costs and revenue.

Plan

To intend, be determined, be willing, aim, have in mind, seek. “Planning” is understood here as a creative act that leads to the determination of the results to be achieved together with the allocation of necessary resources as well as the denomination of procedures needed. A plan also serves as a basis for comparing what has been achieved with what has been intended (feedback-loop).

Planned activity level

The product-related activity that a cost center is to perform in the planned year. It is derived from production planning. Planned activity level is specified with the reference factor unit (RFU) of the cost center that describes the cause of the costs (usually employee hour).

Production planning (Rough planning, Order planning)

Planning the quantities of each product to be produced for a year. For this purpose, the products must be broken down into their individual parts according to the bill of materials so that it can be seen how many units are to be produced per item. The capacity requirements per cost center are then calculated using the standard times in the work plans. Rough planning is intended to show whether the available production capacities will be sufficient to process the demanded program. The capacity requirements are then the planned activities of the individual cost centers.
Real production orders are created based on the current requirements. They contain the order specific BOM and the work plan. This information is used to reserve capacities in the cost centers (dispatching). The production order data is the technical basis of the preliminary costing of an order.

Purchase price variance

Occurs when the actual purchase price for a raw material or service differs from the planned (standard) price at the time of purchase. The variance should be reported so that internal consumers (production, cost centers, sales) can distinguish between the share of the variance due to market effects and the share due to their own variances (material and working time).

Rolling plans

If new orders are received with due dates, they have to be included in production planning for the next period. Cost center plans and item-related standard costs should not be changed in management during the year, as they contain the objectives to be achieved. The incorporation of new or unplanned influences happens in the precalculation of orders and in the forecast (for the target- and result-oriented area). A forecast is made based on the expectations of the forward-looking manager, not on the basis of projections.
In medium-term planning with a multi-year horizon, rolling plans are the norm, since the existing plans for subsequent years are drawn up based on the current results achieved and considering the changes that have occurred since the last plan adjustment.

Routing variance

This is the cost-consequence of a production run that was performed in other cost centers or on machines other than planned in the precalculation.

Sales deductions

Reductions of the price received from the customer which the company has to bear (e.g., bonuses, reimbursements, cash discounts) as well as cost elements to be borne by the company because of the contractual arrangement with the customer (e.g., non-invoiceable freight, transport insurance, transport damage).

Service level agreement (SLA)

An agreement or a point of intersection between a customer and the service provider for recurring services. The aim is to make the control possibilities transparent for the client by describing in detail the guaranteed performance characteristics, such as scope of services, reaction time and speed of processing. An important component here is the quality of service (service level).
Service providers can be external contractors, or one or more cost centers. The ordering party is the community of cost centers receiving the services. SLAs regulate quantities, qualities, deadlines and availabilities. Cost allocation to the receiving parties should not be part of an SLA, since the costs are to be controlled by the service provider.

Spending variance

The difference between “should-be costs” (i.e., flexible budget costs) and actual incurred costs. If the actual costs in a cost element are higher than the target costs, this results in a negative variance because the difference has a negative effect on the company. A positive variance shows the size of realized productivity improvement in a cost center.

Strategy

The way that an organization positions and distinguishes itself from its competitors. It is the basic business approach an organization follows to meet its goals. A strategy defines the product/market combinations to be reached and the future potentials for success to be built up in a measurable and verifiable form. A strategy is formulated for a Strategic Business Unit based on customer needs. This means that a corporation can follow several strategies at the same time. Strategy implementation always requires operational planning and its execution. To do so, changes in the functional areas are often a prerequisite. These are planned in the Functional concepts.

Sustainable

The ability of a company / system to continue to exist successfully despite changes in its surrounding environment.

Total cost method

A method for the presentation of an income statement which compares the net revenues of a period with the total costs/expenses incurred in the period, broken down by cost type. Since revenues refer to the quantity sold, but costs are incurred based on the quantity of goods produced, the change in the value of inventories must be shown to make the basis for reporting revenues and costs consistent.

Value-added

The difference between net sales and all purchased and consumed inputs (material, energy, all external services purchased against invoice or cash).

Variable costs

These correspond to proportional product costs. However, the term “variable” should not be used, since all too often the proportionality of the costs to the quantity produced is confused with the controllability of costs (CWB, p. 200).

Wage provision

Wage provisions must be booked if work has been performed but not yet settled and paid out to the employee (holiday pay, overtime, flextime). Such positions reduce the monthly result and must therefore be recorded.

Work plan

A description of the processes to be carried out during the manufacture of a product, indicating the cost center and the time allowed to carry out the individual tasks (similar to the preparation descriptions in a cooking recipe).

Working time variance

Occurs when the allowed (target) times according to the work plan are different from the actual services on the order.