Kristen’s Cookie Company Case Study Discussion - Business Finance
Please read thoroughly the case study Kristen’s Cookie Company and answer the following questions below. NOTE: please assume a labor rate of $12/hr in your calculations.How long will it take you to fill a rush order?How many orders can you fill in a night, assuming you are open four hours each night?How much of your own and your roommates valuable time will it take to fill each order?Because your baking trays can hold exactly one dozen cookies, you will produce and sell cookies by the dozen. Should you give any discount for people who order two dozen cookies, three dozen cookies, or more? If so, how much? Will it take you longer to fill a two-dozen cookie order than a one-dozen cookie order - and how does the level of effort compare? kristen_cookies.docx post_1.xlsx post_2.docx Unformatted Attachment Preview Kristen’s Cookie Company • You and your roommate are preparing to start Kristens Cookie Company in your on-campus apartment. The company will provide fresh cookies to starving students late at night. You need to evaluate the preliminary design for the companys production process to figure out many variables, including what prices to charge, whether you will be able to make a profit, and how many orders to accept. BUSINESS CONCEPT Your idea is to bake fresh cookies to order, using any combination of ingredients that the buyer wants. The cookies will be ready for pickup at your apartment within an hour. Several factors will set you apart from competing products such as store-bought cookies. First, your cookies will be completely fresh. You will not bake any cookies before receiving the order; therefore, the buyer will be getting cookies that are literally hot out of the oven. Second, like Steves Ice Cream,7 you will have a variety of ingredients available to add to the basic dough, including chocolate chips, M&Ms, chopped Heath bars, coconut, walnuts, and raisins. Buyers will telephone in their orders and specify which of these ingredients they want in their cookies. You guarantee completely fresh cookies. In short, you will have the freshest, most exotic cookies anywhere, available right on campus. THE PRODUCTION PROCESS Baking cookies is simple: mix all the ingredients in a food processor; spoon out the cookie dough onto a tray; put the cookies into the oven; bake them; take the tray of cookies out of the oven; let the cookies cool; and, finally, take the cookies off the tray and carefully pack them in a box. You and your roommate already own all the necessary capital equipment: one food processor, cookie trays, and spoons. Your apartment has a small oven that will hold one tray at a time. Your landlord pays for all the electricity. The variable costs, therefore, are merely the cost of the ingredients (estimated to be $0.60/dozen), the cost of the box in which the cookies are packed ($0.10 per box; each box holds a dozen cookies), and your time (what value do you place on your time?). A detailed examination of the production process, which specifies how long each of the steps will take, follows. The first step is to take an order, which your roommate has figured out how to do quickly and with 100 percent accuracy. (Actually, you and your roommate devised a method using the campus electronic mail system to accept orders and to inform customers when their orders will be ready for pickup. Because this runs automatically on your personal computer, it does not take any of your time.) Therefore, this step will be ignored in further analysis. You and your roommate have timed the necessary physical operations. The first physical production step is to wash out the mixing bowl from the previous batch, add all of the ingredients, and mix them in your food processor. The mixing bowls hold ingredients for up to 3 dozen cookies. You then dish up the cookies, one dozen at a time, onto a cookie tray. These activities take six minutes for the washing and mixing steps, regardless of how many cookies are being made in the batch. That is, to mix enough dough and ingredients for two dozen cookies takes the same six minutes as one dozen cookies. However, dishing up the cookies onto the tray takes two minutes per tray. The next step, performed by your roommate, is to put the cookies in the oven and set the thermostat and timer, which takes about one minute. The cookies bake for the next nine minutes. So total baking time is 10 minutes, during the first minute of which your roommate is busy setting the oven. Because the oven holds only one tray, a second dozen takes an additional 10 minutes to bake. Your roommate also performs the last steps of the process by first removing the cookies from the oven and putting them aside to cool for 5 minutes, then carefully packing them in a box and accepting payment. Removing the cookies from the oven takes only a negligible amount of time, but it must be done promptly. It takes two minutes to pack each dozen and about one minute to accept payment for the order. That is the process for producing cookies by the dozen in Kristens Cookie Company. As experienced bakers know, a few simplifications were made in the actual cookie production process. For example, the first batch of cookies for the night requires preheating the oven. However, such complexities will be put aside for now. Begin your analysis by developing a process flow diagram of the cookie-making process. KEY QUESTIONS TO ANSWER BEFORE YOU LAUNCH THE BUSINESS To launch the business, you need to set prices and rules for accepting orders. Some issues will be resolved only after you get started and try out different ways of producing the cookies. Before you start, however, you at least want a preliminary plan, with as much as possible specified, so that you can do a careful calculation of how much time you will have to devote to this business each night, and how much money you can expect to make. For example, when you conduct a market survey to determine the likely demand, you will want to specify exactly what your order policies will be. Therefore, answering the attached operational questions should help you: Kristens Cookie Company Variables Provided: Labor $12/hour or .20/minute Shift 4 hours/night Cookies are produced by the dozen Variable costs are .70 per dozen (.60 for ingredients and .10 for box) Process Flow as Follows: Step Clean bowls and mix ingredients Place dough on tray Place cookies in oven and set timer Bake cookies Cool cookies Pack cookies Accept payment Time (minutes) 6 2 1 9 5 2 1 Total Time for Full Process 26 Question #1: How long will it take to fill a rush order? The minimum time to fill an order is 26 minutes. The limitation is the availability of the oven. If a rush order was received, i cookies that went into the oven right before the order was started, there could be a wait time of 2 minutes for the oven. Thi Question#2: How many orders can you fill in a night, assuming you are open four hours each night? The limiting factor (bottleneck) in the process is the baking time (10 minutes including setting the oven thermostat, timer, pla but the next batch can be started while the baking process is occurring. If they are working 4 hours per night, there is a total from the previous batchs baking process. After the initial batch processing time of 18 minutes (through baking), a batch can Orders after initial batch: (240 minutes (total time)- 18 minutes (initial batch start-up)-8 minutes (final batch completion))/10 We have to add 1 to this to account for the initial batch so maximum orders per night is 22.4 or 22 (assuming no partial orde Question #3: How much of your own and your roommates valuable time will it take to fill each order? From the chart above, my time is 6+2= 8 minutes. My roommates time is 1+2+1= 4 minutes. Total work time is 12 minutes Question #4: Should a discount be given for people who order more cookies? Will it take longer to fill a two-dozen cookie As can be seen from the chart above, the only steps that can account for a quantity higher than one dozen are the first and la Also, the mixer holds a maximum of ingredients for 3 dozen cookies so cost is not reduced incrementally for quantities larger From a cost perspective, the below chart outlines the potential savings for higher quantity orders of the same cookie flavor: Quantity Variable Cost Labor Minutes Labor Cost (.20 per minute) Total Cost per Dozen 1 dozen 2 dozen 3 dozen $0.70 $1.40 $2.10 12 17 22 $2.40 $3.40 $4.40 $3.10 $2.40 $2.17 The question of how much discount to offer is a judgment call. Given the above percentages, I would probably offer a 10\% d It will take you longer to fill a two-dozen cookie order than a one dozen cookie order as only one dozen cookies can be baked versus making the same quantity but with different flavors. There are many variables that may determine whether or not a discount is offered. One might be demand. If your maximum However, if business is slow or you are trying to build repeat patronage, you may want to offer a discount. You may also wan There may also be value in having some extra time between batches. Perhaps this reduces the likelihood of error or allows With any new business, there will be some degree of trial and error in determining what optimizes sales and profit. nd .10 for box) Max Output Person Handling 3 dozen You 1 dozen You 1 dozen Roommate 1 dozen N/A 1 dozen N/A 1 dozen Roommate 3 dozen Roommate rush order was received, it could be prepped for baking in 8 minutes. However, if there was a batch of minutes for the oven. This means a rush order could take up to 28 minutes. oven thermostat, timer, placing the cookies in the oven, and baking), and the fact that only one dozen cookies can bake at a time. The fir s per night, there is a total of 240 minutes of work time. Once you prep the dough and give it to your roommate, you ca rough baking), a batch can be produced every 10 minutes. Its important to keep in mind that the last batch will also need the final steps inal batch completion))/10 minute limiting factor (bottleneck)= 21.4. (assuming no partial orders). This also assumes that each order is one dozen cookies. al work time is 12 minutes per dozen. The exception to this is explained in question 4, but it should be assumed that the tim to fill a two-dozen cookie order than a one dozen cookie order? e dozen are the first and last steps. A critical determinant of savings in step one is whether or not the customer is ordering the same flav entally for quantities larger than 3 dozen. of the same cookie flavor: \% Difference N/A 22.58\% 30.11\% uld probably offer a 10\% discount for two dozen of the same flavor and 15\% for three dozen. ozen cookies can be baked at a time (limiting factor). However, there is still a labor savings when comparing the effort to make two or th demand. If your maximum number of cookies per night is 22 dozen and you can easily sell that many, you may not want to offer a discou iscount. You may also want to offer a discount if you have excess ingredients that may go to waste if you dont use them soon. kelihood of error or allows more time to interact with the customer to provide an exceptional experience. sales and profit. How long will it take you to fill a rush order? First, it is important to understand the breakdown of the process. According to the production process layout, the electric mixer has the capacity to hold and mix up to 3 dozen cookies additionally taking orders using the campus electronic mail system is timeless. Washing bowls and mixing ingredients takes 6 minutes, dishing the cookies onto the tray takes 2 minutes per tray, heating the oven and putting the cookies in takes 1 minute, baking the cookies in the oven takes 9 minutes, taking the cookies out and letting them cool takes 5 minutes, finally it takes 2 minutes to pack each dozen and 1 minute to accept payment. Considering this timeline, it takes an average of 26 minutes (throughput time) to fill an order of one dozen. The potential quantity of the system is based on the output of the bottleneck, in this case the oven. Reading through the production process layout, we can conclude that the cycle time is 10 minutes long. So, the oven can process 6 dozen orders per hour, 60 minutes/10 minutes = 6, assuming one-dozen order sizes. How many orders can you fill in a night, assuming you are open four hours each night? Considering the cycle time is 10 minutes, one would assume the order capacity in a four-hour shift is 24 dozen cookies, 60 minutes/10 minutes = 6 and 6*4 = 24. However, looking at the production process layout, there is a startup time of 8 minutes and a cleanup time of 8 minutes which should be deducted from the 4 hours, 4*60minutes = 240 minutes – 16 minutes = 224 minutes. Thus, the available processing time is 3.73 hours, 224 minutes/60minutes = 3.73 hours. This means in a four-hour shift approximately 22.4 dozen cookies can be produced per night, 6*3.73=22.4. How much of your own and your roommates valuable time will it take to fill each order? Reviewing the production process layout, it would take me 8 minutes to fill each order, 6 minutes to wash out bowls and mix the ingredients and an additional 2 minutes to dish out the cookies onto each tray. Additionally, it would take my roommate 4 minutes to fill each order, 1 minute to heat the oven, 0 minutes to remove cookies from oven, 2 minutes to package up the cookies and 1 minute to except payment. Because your baking trays can hold exactly one dozen cookies, you will produce and sell cookies by the dozen. Should you give any discount for people who order two dozen cookies, three dozen cookies, or more? If so, how much? Will it take you longer to fill a two-dozen cookie order than a one-dozen cookie order - and how does the level of effort compare? First, we must figure out how much labor time it would take to fill an order of 1, 2 and 3 dozen cookies. As previously stated, it would take me 8 minutes and my roommate 4 minutes to fill an order of one dozen cookies, which would mean a total labor time of 12 minutes for me and my roommate. For an order of 2 dozen it would take 6 minutes to mix, 4 minutes to dish out the cookies on the tray (2 minutes per dozen), 2 minutes to heat the oven (1 minutes per dozen), 4 minutes to package up the cookies (2 minutes per dozen) and 1 minute to except the payment. This means it takes a total of 17 minutes to complete an order of 2 dozen. Similarly, for an order of 3 dozen it would take 6 minutes to mix, 6 minutes to dish out the cookies on the tray (2 minutes per dozen), 3 minutes to heat the oven (1 minutes per dozen), 6 minutes to package up the cookies (2 minutes per dozen) and 1 minute to except the payment, which gives us a total time of 22 minutes to complete an order of 3 dozen cookies. Now that we know how much labor time it will take to fill an order of 1, 2, and 3 dozen cookies, we can calculate the production cost, production cost = material cost + labor cost. Material cost is $0.70 per dozen, $0.60 for ingredients + $0.10 for the box. Assuming a labor rate of $12 per hour or $0.20 per minute (12/60 minutes=0.2), we can calculate the production cost for 1 dozen as $0.70+(0.20*12 minutes)=$3.10. The production cost for 2 dozen is $4.80, ($0.70*2)+(0.20*17 minutes), and production cost for 3 dozen is $6.50, ($0.70*3)+(0.20*22 minutes). Looking at the above calculations, it would be a good idea to offer a discount on orders of 2 or 3 dozen. This is because it takes less time to make the second and third batch of cookies because the ingredients are already mixed, as previously mentioned the mixing bowls hold ingredients for up to 3 dozen cookies. The ingredients would have to be mixed again for an order of 4 dozen which would require more time and labor to complete the order. Given this, a discount should not be offered for orders more than 3 dozen. To calculate how much of a discount should be applied for an order of 2 or 3 dozen, we must first find the total time it takes to fill an order of 2 or 3 dozen. If it takes 26 minutes to fill an order of 1 dozen, then it takes 45 minutes to complete an order of 2 dozen: 6 minutes to mix, 4 minutes to dish out the cookies on the tray (2 minutes per dozen), 2 minutes to heat the oven (1 minutes per dozen), 18 minutes to bake (9 minutes per dozen), 10 minutes to cool (5 minutes per dozen), 4 minutes to package up the cookies (2 minutes per dozen) and 1 minute to except the payment. To complete an order of 3 dozen it would take a total of 64 minutes: 6 minutes to mix, 6 minutes to dish out the cookies on the tray (2 minutes per dozen), 3 minutes to heat the oven (1 minutes per dozen), 27 minutes to bake (9 minutes per dozen), 15 minutes to cool (5 minutes per dozen), 6 minutes to package up the cookies (2 minutes per dozen) and 1 minute to except the payment. The time saved on an order of 2 dozen is 7 minutes, (26*2)-45=7 minutes or approximately 15\% and the time saved on a order of 3 dozen is 14 minutes, (26*3)-64=14 minutes or approximately 22\%. Given this information, the maximum discount that can be offered for an order of 2 dozen is 15\% and 22\% for an order of 3 dozen. For rush order, you would not be able to fill other orders as quickly so you should be charging a premium when these orders come in. ... Purchase answer to see full attachment
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