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CASE STUDY - TRAVEL 'N' TOUR

A CASE STUDY IN FINANCIAL MANAGEMENT

Company history

Travel 'n' Tour is an hypothetical travel agency operating in Australia bearing no relationship to any particular agency.

The financial details have been created to illustrate some of the typical financial management issues facing travel agencies in Australia.

It is important to remember that, according to the Australian Bureau of Statistics, travel agencies in general do not appear to be making any money at all. In their 1986/1987 statistics they found that the 19 largest travel business lost $12.3 million in 1986/1987 before tax although the many smaller agencies must have been more profitable since the overall industry loss was only $1.6 million.

Certainly some of the financial problems throughout the 1980s in the Australian travel industry have been due to discounting, despite the fact that retail travel grew throughout this period.

Of great interest to top management is the pace of change and the onset of significant changes to the industry in terms of rationalisation, automation and consumer preferences.

All of these issues carry with them a requirement for careful financial analysis in the planning and decision-making activities of the business. This task requires knowledge and skill in financial management which, unfortunately, is obviously not up to standard.

Travel 'n' Tour commenced operations in 1980 and the owners, Mr & Mrs Powell, launched their business on the basis of some past experience, confidence in the growth of the retail travel industry and with $70,000 in capital.

They expected to incur small losses in the first six months while they were establishing but were comforted by the fact that these losses could be offset against future profits before income tax was paid.

Ten year history 1981-1990

1981

Mr Powell acted as the Manager and employed a full-time salesperson in the first week to service travel clientele. His wife acted as a part-time secretary/bookkeeper and performed the necessary administrative work.

A five-year lease was executed with an option to renew for a further five years. The Powell’s decided to make some alterations and improvements to the leasehold premises on the strength of the long-term nature of the lease. They assumed that the landlord would compensate them somehow at the end of the five years.

A short-term overdraft was arranged with the bank to ensure that the company had adequate working capital to start with.

1982

A part-time salesperson was employed to service commercial clients.

The economy entered a recessionary period and the Powell’s found they had to work very hard to develop business and to stay afloat. They had not budgeted for a downturn such as was experienced.

1983

The part-time salesperson agreed to work full- time.

With an upturn in the economy an advertising programme was launched together with selected direct mail. A marketing plan was prepared as a basis for these activities although it was not translated into a new budget.

The bank manager repeated his request for a three year budget and cash flow. The liability to the bank had been steadily increasing and to relieve this pressure a long-term loan was negotiated through the bank.

1984

A sales incentive scheme was initiated, rewarding sales staff for budget achievement. This was geared not only to sales volume, but also to commissions earned, new business won, and to staff productivity.

The motor vehicle was proving unsuitable for the task particularly for entertaining senior managers of commercial accounts.

1985

Another part-time salesperson was employed with the promise of a full-time position in the short to medium term.

The advertising budget was increased to expand the touring and cruise aspects of the business. A small sum was also spent on market research.

1986

Another full-time sales position was made possible by continued growth.

A full time accountant was employed to take over the work that Mrs Powell had been doing, together with assistance from an outside firm of accountants.

The lease on the premises was renewed for another five years and fortunately the landlord acknowledged the value of the leasehold improvements that had been made in the preceding five years, and offered to reimburse the Powell’s for all improvements made at the end of this new lease period. This promise was referred to in a letter from the landlord.

The company was able to make some short-term investments, the motive being to set aside a "nest egg" for possible future acquisition of another travel agency.

1987

The advertising budget was further expanded in an attempt to increase commission yields.

A policy decision was also made to reduce the amount of short and long-term debt as quickly as possible.

1988

Another new salesperson was employed on a part- time basis and also a part- time clerk was employed to assist the accountant.

1989

Again the part-time sales position was converted to full-time and a new full-time salesperson was also employed.

Additional funds were employed on direct selling efforts for some of the minor activities in an effort to reduce dependency on major airlines who seemed to be squeezing commissions.

There were significant increases in Council rates which were passed on by the landlord in accordance with the lease agreement. These were not budgeted and were due to extraordinary growth in property values throughout the late 1980s.

The Powell’s were advised by an old family friend to prepare themselves for a possible severe downturn in the overseas travel market due to an adverse movement in the Australian exchange rate and a possible severe slump in the property market. It was the latter slump that was of most concern because of its likely effect on interest rates and corporate liquidity. For these reasons the Powell’s decided that 1990 was a year to plan to be liquid and to develop business plans for the next five years.

1990

Another full-time salesperson was added to strengthen the company in the domestic travel sector, thus providing Tour 'n' Travel with six full-time selling personnel, together with Mr Powell as Manager, who was devoting 60% of his time to servicing clients and other matters of a marketing nature.

During the business plan preparation, it became obvious that several agencies would be available for sale and that furthermore there appeared to be several prospective buyers for Travel 'n' Tour. The Powell’s decided to carefully evaluate all of these options as well as review performance of the company in line with their original hopes, aspirations and objectives that were set ten years before.

There are a number of schedules setting out the financial history of the business. They include:-

Profit statements

Ten-year history of sales volume, commission income, expenses and profitability.

The sales volume (revenue) and commission income figures have been summarised, not only in total, but also for each sector of the company's business, viz: Domestic Airlines (non-packaged tours), Domestic Airlines (packaged tours), International Airlines (non-packaged tours), International Airlines (packaged tours), Total Airline Business (domestic & international), Ship Cruising , Domestic Coach, Domestic Rail, Car Rental, Accommodation, and Other Income

The expenses are shown in summary form rather than in great detail in accordance with a chart of accounts. Expenses have been grouped under functional headings for

Sales Staff

Manager - Selling

Manager - Administration

Office Staff (eg. clerical and accounting)

Selling Costs (eg. advertising, direct mail, market research)

Administration

Finance Costs (interest on overdraft & loans, bank charges, etc.)

Occupancy Costs (eg. rent, rates, depreciation on leasehold improvements) Revenue and commission analysis

Revenue percentage relationships as follows:

The percentage that revenue from each sector of the business relates to total revenue.

The percentage commission earned in each sector of the business compared with the revenue generated. Notice that average commission yields are shown for total airline business and for total commission earned.

A breakdown of total commission in accordance with the commission earned by each sector. The object here is to illustrate how each sector contributes to the commission earning task of the business.

Percentage relationship for each item of expense to total commission earned including some interesting figures in relation to sales productivity.

Balance Sheets

Figures illustrating the financial position of the company at the end of each year are included containing details of assets (things which the company owns) and liabilities (things which the company owes).

An analysis of the balance sheets examines some key statistics indicating the quality of financial management.

TRAVEL 'N' TOUR



REVENUE HISTORY




SCHEDULE 1













TOTAL REVENUE VOLUME













1981

1982

1983

1984

1985

1986

1987

1988

1989

1990

1.

AIRLINE



All figures are expressed to the nearest $'000.






Domestic

150

200

242

270

250

310

374

400

500

600


Domestic Packaged & Group

60

80

102

140

220

120

180

190

260

300


International

130

170

210

270

340

380

260

350

390

420


International Packaged & Group

65

110

138

146

100

130

120

166

208

216


Sub-total Airline

405

560

692

826

910

940

934

1106

1358

1536

2.

OTHER












Sea Cruising

10

12

14

46

70

170

216

264

394

406


Domestic Coach

50

80

120

156

184

270

270

292

350

572


Domestic Rail (intra & interstate)

10

10

22

26

36

70

156

178

246

268


Hire Car

1

2

20

30

100

160

180

240

292

406


Accommodation

5

6

6

86

110

184

208

256

270

312


Sundry

19

38

46

30

30

6

36

64

90

100


Sub-total Other

95

148

228

374

530

860

1066

1294

1642

2064


TOTAL REVENUE

500

708

920

1200

1440

1800

2000

2400

3000

3600












SCHEDULE

2

REVENUE ANALYSIS

1981

1982

1983

1984

1985

1986

1987

1988

1989

1990













1.

AIRLINE












Domestic

30.0%

28.2%

26.3%

22.5%

17.4%

17.2%

18.7%

16.7%

16.7%

16.7%


Domestic Packaged & Group

12.0%

11.3%

11.1%

11.7%

15.3%

6.7%

9.0%

7.9%

8.7%

8.3%


International

26.0%

24.0%

22.8%

22.5%

23.6%

21.1%

13.0%

14.6%

13.0%

11.7%


International Packaged & Group

13.0%

15.5%

15.0%

12.2%

6.9%

7.2%

6.0%

6.9%

6.9%

6.0%


Sub-total Airline

81.0%

79.1%

75.2%

68.8%

63.2%

52.2%

46.7%

46.1%

45.3%

42.7%

2.

OTHER












Sea Cruising

2.0%

1.7%

1.5%

3.8%

4.9%

9.4%

10.8%

11.0%

13.1%

11.3%


Domestic Coach

10.0%

11.3%

13.0%

13.0%

12.8%

15.0%

13.5%

12.2%

11.7%

15.9%


Domestic Rail (intra & interstate)

2.0%

1.4%

2.4%

2.2%

2.5%

3.9%

7.8%

7.4%

8.2%

7.4%


Hire Car

0.2%

0.3%

2.2%

2.5%

6.9%

8.9%

9.0%

10.0%

9.7%

11.3%


Accommodation

1.0%

0.8%

0.7%

7.2%

7.6%

10.2%

10.4%

10.7%

9.0%

8.7%


Sundry

3.8%

5.4%

5.0%

2.5%

2.1%

0.3%

1.8%

2.7%

3.0%

2.8%


Sub-total Other

19.0%

20.9%

24.8%

31.2%

36.8%

47.8%

53.3%

53.9%

54.7%

57.3%














TOTAL REVENUE

100.0%

100.0%

100.0%

100.0%

100.0%

100.0%

100.0%

100.0%

100.0%

100.0%

 

TRAVEL 'N' TOUR



COMMISSION HISTORY




SCHEDULE 3

AVERAGE COMMISSION RATES













1981

1982

1983

1984

1985

1986

1987

1988

1989

1990

1.

AIRLINE



All figures are expressed to the nearest $'000.






Domestic

9.4%

9.0%

9.5%

9.8%

10.2%

12.0%

12.5%

13.0%

15.0%

15.0%


Domestic Packaged & Group

10.0%

10.0%

10.0%

10.0%

10.0%

11.0%

11.0%

11.0%

11.5%

11.5%


International

8.8%

9.8%

10.4%

9.0%

9.0%

9.5%

9.5%

10.0%

10.0%

10.0%


International Packaged & Group

8.9%

9.1%

9.0%

8.5%

11.0%

11.5%

11.5%

12.0%

13.5%

14.0%













2.

OTHER












Sea Cruising

20.0%

16.7%

17.1%

16.0%

15.0%

15.0%

18.0%

18.0%

18.5%

17.0%


Domestic Coach

11.4%

12.5%

12.9%

11.4%

11.3%

11.0%

10.5%

10.0%

9.7%

9.0%


Domestic Rail (intra & interstate)

20.0%

20.0%

16.0%

13.0%

11.0%

9.0%

9.0%

9.0%

10.5%

10.0%


Hire Car

5.0%

5.0%

10.0%

10.0%

12.0%

12.0%

12.5%

12.5%

12.5%

12.5%


Accommodation

5.0%

5.0%

10.0%

15.0%

15.0%

15.0%

15.0%

15.0%

15.0%

15.0%


Sundry

13.3%

15.8%

8.7%

6.7%

6.7%

15.0%

25.0%

25.0%

25.0%

25.0%

 



COMMISSION EARNINGS









SCHEDULE

4


1981

1982

1983

1984

1985

1986

1987

1988

1989

1990













1.

AIRLINE












Domestic

14

18

23

26

26

37

47

52

75

90


Domestic Packaged & Group

6

8

10

14

22

13

20

21

30

35


International

11

17

22

24

31

36

25

35

39

42


International Packaged & Group

6

10

12

12

11

15

14

20

28

30


Sub-total Airline

37

53

67

77

89

101

105

128

172

197

2.

OTHER












Sea Cruising

2

2

2

7

11

26

39

48

73

69


Domestic Coach

6

10

15

18

21

30

28

29

34

51


Domestic Rail (intra & interstate)

2

2

4

3

4

6

14

16

26

27


Hire Car

0

0

2

3

12

19

23

30

37

51


Accommodation

0

0

1

13

17

28

31

38

41

47


Sundry

3

6

4

2

2

1

9

16

23

25


Sub-total Other

13

20

28

46

66

109

144

177

232

270














TOTAL COMMISSION

50

73

95

124

155

211

249

305

404

467


COMMISSION ANALYSIS









SCHEDULE

5



1981

1982

1983

1984

1985

1986

1987

1988

1989

1990

1.

AIRLINE












Domestic

28.3%

24.6%

24.1%

21.4%

16.5%

17.7%

18.8%

17.1%

18.6%

19.3%


Domestic Packaged & Group

12.0%

10.9%

10.7%

11.3%

14.2%

6.3%

8.0%

6.9%

7.4%

7.4%


International

22.9%

22.8%

22.9%

19.7%

19.8%

17.1%

9.9%

11.5%

9.6%

9.0%


International Packaged & Group

11.6%

13.7%

13.0%

10.0%

7.1%

7.1%

5.5%

6.5%

6.9%

6.5%


Sub-total Airline

74.9%

72.1%

70.7%

62.4%

57.5%

48.2%

42.2%

41.9%

42.6%

42.2%

2.

OTHER












Sea Cruising

4.0%

2.7%

2.5%

6.0%

6.8%

12.1%

15.6%

15.6%

18.0%

14.8%


Domestic Coach

11.4%

13.7%

16.2%

14.4%

13.4%

14.1%

11.4%

9.6%

8.4%

11.0%


Domestic Rail (intra & interstate)

4.0%

2.7%

3.7%

2.7%

2.6%

3.0%

5.6%

5.3%

6.4%

5.7%


Hire Car

0.1%

0.1%

2.1%

2.4%

7.7%

9.1%

9.0%

9.8%

9.0%

10.9%


Accommodation

0.5%

0.4%

0.6%

10.4%

10.7%

13.1%

12.5%

12.6%

10.0%

10.0%


Sundry

5.1%

8.2%

4.2%

1.6%

1.3%

0.4%

3.6%

5.2%

5.6%

5.4%


Sub-total Other

25.1%

27.9%

29.3%

37.6%

42.5%

51.8%

57.8%

58.1%

57.4%

57.8%














TOTAL COMMISSION

100.0%

100.0%

100.0%

100.0%

100.0%

100.0%

100.0%

100.0%

100.0%

100.0%


TRAVEL ‘N’ TOUR



PROFIT HISTORY




SCHEDULE

6



1981

1982

1983

1984

1985

1986

1987

1988

1989

1990














TOTAL COMMISSION

50

73

95

124

155

211

249

305

404

467


LESS EXPENSES












Sales Staff

15

24

33

35

45

78

80

100

125

155


Manager - Selling Time

20

21

15

13

14

15

15

17

18

24


-Administration Time

3

5

11

13

14

15

15

13

14

16


Office Staff

8

10

11

12

15

19

23

33

33

3


Selling Costs

4

4

6

6

12

12

16

24

32

42


Administration

6

6

6

6

6

8

9

12

12

15


Finance Costs

3

5

10

11

12

12

12

11

10

9


Occupancy Costs

7

7

7

7

7

10

10

10

17

17


Total Expenses

66

82

99

103

125

169

180

220

261

281














Net Profit (Before Tax)

-16

-9

-4

21

30

42

69

85

143

186


Less Income Tax (40%)

0

0

0

0

9

17

0

0

0

0


Net Profit (After Tax)

-16

-9

-4

21

21

25

69

85

143

186


Less Drawings

0

0

0

0

0

10

20

40

60

80


Net Profit Retained

-16

-9

-4

21

21

15

49

45

83

106


EXPENSE ANALYSIS









SCHEDULE

7



1981

1982

1983

1984

1985

1986

1987

1988

1989

1990


As a % of commission
























Sales Staff

30.1%

32.8%

34.6%

28.3%

29.1%

37.0%

32.1%

32.8%

30.9%

33.2%


Manager - Selling Time

40.1%

28.7%

15.7%

10.5%

9.0%

7.1%

6.0%

5.6%

4.5%

5.1%


- Administration Time

6.0%

6.8%

11.5%

10.5%

9.0%

7.1%

6.0%

4.3%

3.5%

3.4%


Office Staff

16.0%

13.7%

11.5%

9.7%

9.7%

9.0%

9.2%

10.8%

8.2%

0.6%


Selling Costs

8.0%

5.5%

6.3%

4.9%

7.7%

5.7%

6.4%

7.9%

7.9%

9.0%


Administration

12.0%

8.2%

6.3%

4.9%

3.9%

3.8%

3.6%

3.9%

3.0%

3.2%


Finance Costs

6.0%

6.8%

10.5%

8.9%

7.7%

5.7%

4.8%

3.6%

2.5%

1.9%


Occupancy Costs

14.0%

9.6%

7.3%

5.7%

4.5%

4.7%

4.0%

3.3%

4.2%

3.6%




Total Expenses

132.4%

112.2%

103.7%

83.3%

80.7%

80.2%

72.3%

72.1%

64.6%

60.2%




Net Profit (Before Tax)

-32.4%

-12.2%

-3.7%

16.7%

19.3%

19.8%

27.7%

27.9%

35.4%

39.8%


Less Income Tax (40%)

0.0%

0.0%

0.0%

0.0%

5.8%

7.9%

0.0%

0.0%

0.0%

0.0%


Net Profit (After Tax)

-32.4%

-12.2%

-3.7%

16.7%

13.5%

11.9%

27.7%

27.9%

35.4%

39.8%


Less Drawings

0.0%

0.0%

0.0%

0.0%

0.0%

4.7%

8.0%

13.1%

14.8%

17.1%


Net Profit Retained

-32.4%

-12.2%

-3.7%

16.7%

13.5%

7.1%

19.7%

14.7%

20.6%

22.6%

 

EXPENSE ANALYSIS












(continued)

1981

1982

1983

1984

1985

1986

1987

1988

1989

1990














Cost of Sales Staff

15

24

33

35

45

78

80

100

125

155














No. of Sales Staff

1.0

1.5

2.0

2.0

2.5

4.0

4.0

5.0

6.0

7.0


Manager - Full-time Equivalent

0.9

0.8

0.6

0.5

0.5

0.5

0.5

0.6

0.6

0.6


Total Sales Staff

1.9

2.3

2.6

2.5

3.0

4.5

4.5

5.6

6.6

7.6














Selling Hours Capacity (pa)

1700

2550

3400

3400

4250

6800

6800

8500

10200

11900


Commission Income Per Hour $

29.32

28.65

28.07

36.35

36.44

30.98

36.62

35.88

39.62

39.21














Marketing Costs

39

49

54

54

71

105

111

141

175

221


Marketing Costs - Per Hour $

22.94

19.22

15.88

15.88

16.71

15.44

16.32

16.59

17.16

18.57

 

TRAVEL ‘N’ TOUR



BALANCE SHEET HISTORY


SCHEDULE

8



ASSETS

1981

1982

1983

1984

1985

1986

1987

1988

1989

1990

CURRENT ASSETS



All figures are expressed to the nearest $’000.






Cash

4

15

9

10

11

12

18

30

45

35


Debtors

40

60

110

160

120

219

170

190

290

310


Short-term Investments

49

38

35

35

26

43

47

61

61

52


Pre-paid Tour Expenses

5

8

14

20

40

53

64

69

70

85


Sub-total

98

121

168

225

197

327

299

350

466

482

FIXED ASSETS












Furniture & Equipment

5

7

16

20

27

33

37

50

54

67


Less Prov for Depreciation

-1

-2

-3

-4

-5

-7

-9

-14

-16

-20


Motor Vehicles

10

10

10

10

10

25

25

25

25

25


Less Prov for Depreciation

-2

-4

-6

-8

-10

-3

-6

-9

-12

-15


Leasehold Improvements

4

5

6

6

6

6

10

12

12

12


Less Prov for Depreciation

-1

-2

-2

-3

-3

-4

-5

-6

-7

-8


Land


8

11

19

73





30


Sub-total

15

22

32

40

98

50

52

58

56

91

INTANGIBLE ASSETS












Formation Costs

2

2

2

2

2

2

2

2

2

2


TOTAL ASSETS

115

145

202

267

297

379

353

410

524

575

 

TRAVEL 'N' TOUR



BALANCE SHEET HISTORY (Continued)





LIABILITIES

1981

1982

1983

1984

1985

1986

1987

1988

1989

1990








CURRENT LIABILITIES



All figures are expressed to the nearest $'000.





Creditors

48

51

94

136

140

186

130

154

201

199


Customer Deposits

8

19

21

14

15

27

29

32

35

27


Short-term Overdraft

5

30

30

30

30

30

20

20

10

10


Sub-total

61

100

144

180

185

243

179

206

246

236












LONG-TERM LIABILITIES












Long-term loan

30

40

40

80

80












EQUITY












Capital at Beginning

70

70

70

70

70

70

70

70

70

70


Plus Retained Profits

-16

-25

-12

17

41

36

64

94

128

189


Sub-total

54

45

58

87

111

106

134

164

198

259














TOTAL LIABILITIES

115

145

202

267

297

379

353

410

524

575


Proof

0

0

0

0

0

0

0

0

0

0

SCHEDULE 9

BALANCE SHEET ANALYSIS

1981

1982

1983

1984

1985

1986

1987

1988

1989

1990


Current Assets

98

121

168

225

197

327

299

350

466

482


Current Liabilities

61

100

144

180

185

243

179

206

246

236


WORKING CAPITAL

37

21

24

45

12

84

120

144

220

246


Current Ratio

1.61

1.21

1.16

1.25

1.06

1.34

1.67

1.70

1.89

2.04


Average Monthly Overheads

6

7

8

9

10

14

15

18

22

23


No. of months overhead

7

3

3

5

1

6

8

8

10

11


NET TANGIBLE ASSETS

52

43

56

85

109

104

132

162

196

257


Sales Revenue (Turnover)

500

708

920

1200

1440

1800

2000

2400

3000

3600


Net Tangible Assets/Turnover

10.4%

6.1%

6.0%

7.1%

7.6%

5.8%

6.6%

6.7%

6.5%

7.1%


LONG TERM DEBT

30

40

40

80

80


Capital at beginning

70

70

70

70

70

70

70

70

70

70


Accumulated Profit

-16

-25

-12

17

41

36

64

94

128

189


TOTAL INTERNAL FUNDS

54

45

58

87

111

106

134

164

198

259


Debt : Equity Ratio

0.00

0.00

0.00

0.00

0.00

0.28

0.30

0.24

0.40

0.31


LONG TERM FUNDS

54

45

58

87

111

136

174

204

278

339


Internal Funds as % of L.T Funds

100.0%

100.0%

100.0%

100.0%

100.0%

77.9%

77.0%

80.4%

71.2%

76.4%


ROI - on Assets (before tax)

-14.0%

-6.2%

-1.8%

7.7%

10.1%

11.0%

19.6%

20.7%

27.3%

32.3%


ROI - on Capital (after tax)

-30.0%

-19.9%

-6.2%

23.7%

18.7%

23.6%

51.5%

51.8%

72.3%

71.7%

Copyright © Bill Wright 1994

 
Copyright © 2000 Genesis Management Services Pty Ltd
Last modified: July 18, 2006