WHO ARE THE USERS OF ACCOUNTING INFORMATION?
3
Ptarmigan Insurance plc (PI) is a large motor insurance business. Taking the user groups
identified in Figure 1.1, suggest, for each group, the sorts of decisions likely to be made
about PI and the factors to be taken into account when making these decisions.
Your answer may be along the following lines:
Although this answer covers many of the key points, you may have identified other
decisions
and/or other factors to be taken into account by each group.
Activity 1.1
User group
Decisions likely to be made
Customers
Whether to take further motor policies with PI. This might involve an
assessment of PI’s ability to continue in business and to meet
customers’ needs, particularly concerning any insurance claims made.
Competitors
How best to compete against PI or, perhaps, whether to leave the
market on the grounds that it is not possible to compete profitably
with PI. This might involve competitors using PI’s performance in various
respects as a ‘benchmark’ when evaluating their own performance. They
might also try to assess PI’s financial strength and to identify significant
changes that may signal PI’s future intentions (for example, raising funds
as a prelude to market expansion).
Employees
Whether to continue working for PI and, if so, whether to demand higher
rewards for doing so. The future plans, profits and financial strength of the
business are likely to be of particular interest when making these decisions.
Government
Whether PI should pay tax and, if so, how much, whether it complies
with agreed pricing policies, whether financial support is needed and
so on. In making these decisions, an assessment of PI’s profits, sales
revenues and financial strength would be made.
Community
representatives
Whether to allow PI to expand its premises and/or whether to provide
economic support for the business. When making such decisions, PI’s
ability to continue to provide employment for the community, its use of
community resources and its willingness to fund environmental
improvements are likely to be important considerations.
Investment
analysts
Whether to advise clients to invest in PI. This would involve an
assessment of the likely risks and future returns associated with PI.
Suppliers
Whether to continue to supply PI with goods or services and, if so,
whether to supply these on credit. This would require an assessment of
PI’s ability to pay for any goods or services supplied at the due dates.
Lenders
Whether to lend money to PI and/or whether to require repayment of any
existing loans. PI’s ability to pay the interest and to repay the principal
sum on time would be important factors in such decisions.
Managers
Whether the performance of the business needs to be improved.
Performance to date may be compared with earlier plans or some other
‘benchmark’ to decide whether action needs to be taken. Managers may
also wish to consider a change in PI’s future direction. This may involve
determining whether the business has the financial flexibility and
resources to take on new challenges
Owners
Whether to invest more in PI or to sell all, or part, of the investment
currently held. This would involve an assessment of the likely risks and
returns associated with PI. Owners may also be involved with decisions
on the rewards offered to senior managers. When doing so, the financial
performance and position of the business would normally be taken into
account.
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