Chapter 3: Decision-making with risk and uncertainty
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We can estimate whether a decision would change if estimated sales were x%
lower than estimated, or estimated costs were y% higher than estimated. (This is
called ‘what if…?’ analysis: for example: ‘What if sales volume is 5% below the
expected amount)?
The starting point for sensitivity analysis is the original plan or estimates, giving an
expected profit or value. Key variables are identified (such as sales price, sales
volume material cost, labour cost, completion time, and so on). The value of the
selected key variable is then altered by a percentage amount (typically a reasonable
estimate of possible variations in the value of this variable) and the expected profit
or value is re-calculated.
In this way, the sensitivity of a decision or plan to changes in the value of the key
items or key factors can be measured.
An advantage of sensitivity analysis is that if a
spreadsheet model is used for
analysing the original plan or decision, sensitivity analysis can be carried out
quickly and easily, by changing one value at a time in the spreadsheet model.
Sensitivity analysis and strategic decision making
In the examination you may be required to do some sensitivity analysis. For
example, you may have produced an estimated future outcome of a decision or a
strategy, and this expected outcome may fail to meet the strategic objective or target.
You may therefore be required to calculate the amount by which a variable or factor
in your estimate would need to change in value before the objective or target could
be met.
With sensitivity analysis, the technique is to assume that the value of all other
factors in the forecast or estimate will remain the same, and there is only one factor
whose change in value you wish to analyse.
This may seem complex, but the following simple examples should illustrate the
technique.
Example
A company is considering a strategy of making and marketing a new product in its
existing markets. Market research has been carried out, which suggests that at a
selling price of $6 per unit, sales demand each year will be for 200,000 units.
It has also been estimated that the variable cost per unit will be $4 and attributable
annual fixed costs for the venture would be $250,000.
Required
(a) Suppose that the company has established a target minimum profit/sales ratio
of at least 15% for all products. By how much would the variable cost per unit
need to be less than the estimated amount for the product to achieve this
minimum profit/sales ratio target?