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Gibson Insurance Company

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GIBSON INSURANCE COMPANY
Activity-Based Costing; Allocating Corporate Costs

DATE
OCT 22, 2012

CASE ANALYSIS

Gibson Insurance Company sells two types of financial products: annuities and life insurance, all sales are done by in-house agents. The annuities are tax deferred investments that offer scheduled payout options and lump sums to their investors. The life insurance policies pay benefits to the designated beneficiaries in the event the policyholder passes away.

At the end of their business year, Gibson is faced with a challenging task of implementing a new management planning and performance management system. Rebecca Hampton, Gibson’s controller, was asked, “to review the company’s allocation of corporate support …show more content…

At the present moment we do not know what Gibson charges for their product lines. We must find out that if they are charging more than 82.25 (according to exhibit 2 in the book) are they losing money.
Our objectives:

1. How will Rebecca Hampton’s new approach impact Gibson’s profitability ?
2. What are the pros and cons in implementing this new system?
3. What is the best system Gibson should adopt?

DECISION (SYNTHESIZING AND IMPLEMENTING)

To be able to meet our first objective, we should calculate Gibson’s activity costs based on the ABC approach. In doing so, we should be able to select appropriate cost drivers for each costs. We believe that Rebecca’s classification method is more appropriated compared to Gibson’s traditional approach.

Area Of Activity | Cost Driver | Cost-Driver Rate | Resources used | | Cost Assigned | Policy Acquisition | Steps involved in moving new policy | $ 42.1971 | 103680 | steps | $ 4,375,000 | Customer Service | Number of incoming customer calls | $ 44.0610 | 55060 | calls | $ 2,426,000 | Sales and Marketing | Number of sales solicitations | $ 10.0176 | 454400 | solicitations | $ 4,552,000 | Corporate Overhead | Dollar value of AUM | $ 15.4174 | 166500 | AUM | $ 2,567,000 | | | | | Total

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