Accounting theory and practice, Volume 2 (of 3) : a textbook for colleges and…
CHAPTER XXX
896 words | Chapter 169
BRANCH HOUSE ACCOUNTING
Advantages of Branch and Agency System
The branch and agency forms of increasing sales in large enterprises
are an outgrowth of the policy of “service” combined with economy of
management which dominates all present-day capitalistic enterprises.
The tendency of a successful business is to absorb other businesses
in the same line through combinations and amalgamations, and thus
the policies of apparently independent units in a single district
or throughout the entire country may be controlled by the central
management at a head office.
Where a business serves consumers direct by means of retail stores, as
for instance, the chain tea stores, the chain cigar stores, the 5c and
10c stores, the system offers one of the best means of bringing the
business into close personal touch with customers. It gives customers
an opportunity to examine the wares at their convenience, and at the
same time it gives the local branch manager an opportunity to build up
good-will for the distant proprietor.
By these means also, stocks of merchandise can be better selected for
local needs, and the buying power of each territory and the quantities
carried on hand can be better adjusted to secure the greatest possible
turnover of stock during an operating year.
There is no doubt that a campaign of education to introduce new goods
or appliances can be more successfully conducted through local branches
or by personal visits of local agents residing in the territory.
Illustrations of this are the present methods of selling sewing
machines, phonographs, pianos, electric and gas appliances, etc. When
branches are given authority to sell on credit and collect their own
accounts, credits can be more intelligently extended and collections
can be more carefully watched by a local branch manager.
Agency and Branch Differentiated
There is a great deal of difference between the organization and
management of agencies and of branch houses. An agency simply acts
as a local salesman for a certain territory. It secures orders and
forwards them to the head office. The head office passes on the credit
of the purchaser and assumes the risk of refusing or accepting the
order. If it accepts the order it also collects the account when it
is due. Naturally it must keep a memorandum of sales, either to pay a
commission to the agent, or to ascertain whether or not the agency is
a paying venture, or for both reasons. A branch, on the other hand,
has a much higher degree of self-management. It may receive at least
the greater part of its stock of merchandise from the head office, but
it usually makes its own sales. It may pass on its own credits and may
collect its own accounts receivable; and sometimes it pays all its own
expenses.
There are many modifications of the self-management of branches,
especially in the matter of financial control. Some branches deposit
all their receipts to the credit of the head office and have no
authority to withdraw money for any purpose. In such cases the branch
is supplied with a separate petty cash fund kept at a fixed sum on the
imprest cash system. Other branches receive and pay money and simply
make periodic remittances of surplus amounts to the head office as if
they were entirely independent units. Various policies of control have
been formulated to suit the nature of the business and the degree of
self-management granted to the local branches.
Degree of Control Desired
The question of the particular kind of branch or the size of the agency
or branch which it is desired to establish depends entirely on the
peculiar needs of the business under consideration, and the degree of
head office control which is necessary to secure the maximum results
with the minimum of expense. An agency by its very nature is completely
under the control of the central office. The agent has no powers other
than those granted by his principal.
If the business is such that a large stock of merchandise is necessary,
and a high degree of discretion and executive ability must be
exercised, or if it is desirable to establish practically independent
units with only central executive control over the entire purchasing
and financial systems, branch stores may best serve the purpose.
The same system, however, will not meet the needs of every business,
or even of every branch in the same business. Changes must be made for
diversified local conditions which are peculiar to each establishment.
Factors of Successful Management
Certain points must be watched in all systems and under all
conditions. Since the total net profits or losses are determined
largely by the average turnover of circulating capital invested in the
merchandise, the control of the quantity of merchandise, as well as
the price, is a question which must have very careful attention and
intelligent supervision. The stock on hand must be that quantity which
will insure a supply adequate at all times to meet the demands of the
trade, and which at the same time will be the minimum necessary to
accomplish such a result. Each article turns in accordance with certain
fixed principles. Certain goods turn faster than others, but there is a
general relation between the rate of turnover and the profit per turn
which should be carefully watched.
In the last analysis the success of every branch store system depends
upon three things:
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