= –
= (1,500,000 – 1,250,000) × 0.2 × $5.736
= 250,000 × 0.2 × $5.736
= 286,800 F
The market share variance is unfavorable because the actual 16% market share was lower than the budgeted 20% market share. The market size variance is favorable because the market size increased 20% [(1,500,000 – 1,250,000) ÷ 1,250,000].
The unfavorable market-share variance was greater than the increase in market size variance resulting in an unfavorable sales-quantity variance.
Sales-Quantity Variance
$57,360 U
Market-share variance Market-size variance
$344,160 U $286,800 F
SOLUTION EXHIBIT 14-28
Market-Share and Market-Size Variance Analysis of Emcee Inc. for 2017
Static Budget:
Actual Market Size Actual Market Size Budgeted Market Size
Actual Market Share Budgeted Market Share Budgeted Market Share
Budgeted Average Budgeted Average Budgeted Average
Contribution Margin Contribution Margin Contribution Margin
Per Unit Per Unit Per Unit
1,500,000 0.16a $5.736b 1,500,000 0.2c $5.736b 1,250,000 0.2c $5.736b
$1,376,640 $1,720,800 $1,434,000
$344,160 U $286,800 F
Market-share variance Market-size variance
$57,360 U
Sales-quantity variance
F = favorable effect on operating income; U = unfavorable effect on operating income
aActual market share: 240,000 units ÷ 1,500,000 units = 0.16, or 16%
bBudgeted average contribution margin per unit $1,434,000 ÷ 250,000 units = $5.736 per unit
cBudgeted market share: 250,000 units ÷ 1,250,000 units = 0.2, or 20%
Budgeted
market
share
ö
÷
÷
ø
Budgeted contribution
margin per composite
unit for budgeted mix
Market-size
variance
Actual
market size
in units
æ
ç
ç
è
Budgeted
market size
in units
ö
÷
÷
ø
Budgeted
market
share
Market share
variance
Actual market
size in units
Actual
market
share
æ
ç
ç
è