2 The Accountancy Teaching Co(AT Co)is a company specialising in the provision of accountancy tuition courses in the private sector.It makes up its accounts to 30 November each year.In the year ending 30 November 2009,it held 60% of market share.However,over the last twelve months,the accountancy tuition market in general has faced a 20% decline in demand for accountancy training leading to smaller class sizes on courses.In 2009 and before,AT Co suffered from an ongoing problem with staff retention,which had a knock-on effect on the quality of service provided to students.Following the completion of developments that have been ongoing for some time,in 2010 the company was able to offer a far-improved service to students.The developments included:
- A new dedicated 24 hour student helpline
- An interactive website providing instant support to students
- A new training programme for staff
- An electronic student enrolment system
- An electronic marking system for the marking of students' progress tests.The costs of marking electronically were expected to be $4 million less in 2010 than marking on paper.Marking expenditure is always included in cost of sales Extracts from the management accounts for 2009 and 2010 are shown below:
| 2009 | 2010 | |||
| $'000 | $'000 | $'000 | $'000 | |
| Turnover | 72,025 | 66,028 | ||
| Cost of sales | (52,078) | (42,056) | ||
| ————— | ————— | |||
| Gross profit | 19,947 | 23,972 | ||
| Indirect expenses: | ||||
| Marketing | 3,291 | 4,678 | ||
| Property | 6,702 | 6,690 | ||
| Staff training | 1,287 | 3,396 | ||
| Interactive website running costs | - | 3,270 | ||
| Student helpline running costs | - | 2,872 | ||
| Enrolment costs | 5,032 | 960 | ||
| ------- | ------- | |||
| Total indirect expenses | (16,312) | (21,866) | ||
| ------- | ------- | |||
| Net operating profit | 3,635 | 2,106 | ||
| ------- | ------- | |||
Due to the nature of the business,non-financial performance indicators are also used to assess performance,as detailed below.
| 2009 | 2010 | |
| Percentage of students transferring to AT Co from another training provider | 8% | 20% |
| Number of late enrolments due to staff error | 297 | 106 |
| Percentage of students passing exams first time | 48% | 66% |
| Labour turnover | 32% | 10% |
| Number of student complaints | 315 | 84 |
| Average no. of employees | 1,080 | 1,081 |
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