Mountain Adventure Gear is a small business that sells outdoor equipment such as hiking boots, tents, and climbing gear. The company’s sales have grown steadily due to increased interest in outdoor activities. However, its financial statements reveal that while revenue has increased, its gross profit margin has decreased.
To address this, the company’s management is exploring ways to reduce direct costs, such as negotiating with suppliers or finding cheaper raw materials. They are also reviewing their pricing strategy, considering whether raising prices for premium products could help offset the rising cost of goods sold.
Additionally, Mountain Adventure Gear is evaluating its return on capital employed (ROCE) to determine whether its recent investment in a new warehouse is generating sufficient returns.