Methodology: component versus gross margin approach
40 I now turn to consider the calculation of the damages payable by Vawdrey for the infringement.
41 Krueger called Neil Leslie Bridgman, its General Manager of Finance & Administration. Mr Bridgman calculated Krueger's damages claim on what was described as a component approach. Mr Bridgman estimated the direct material and labour costs that would have been incurred in manufacturing the trailers the subject of the dispute. As noted earlier, this exercise was hypothetical. Estimated materials and labour costs were addressed separately. In relation to the materials costs, a hypothetical bill of materials, being a list of each of the components that would have been required by Krueger to manufacture the finished goods (the trailer with the gates) and identifying the quantity of each item and the cost of that item, was prepared. Mr Bridgman estimated that the total direct costs of materials that would have been incurred in the manufacture of a trailer with a set of sliding side gates would have been $23,826.73. That amount included $2,672.73 for sign writing (a matter I will deal with presently).
42 Labour costs were estimated by identifying the individual labour activities necessary for the manufacture of the product and the number of hours required for each activity. The total number of hours required for the manufacture of a trailer with a set of sliding gates was estimated to be 276.5 hours (comprised of 262.5 hours for the trailer and 14 hours for a set of sliding gates). The total labour cost was then estimated at $8,018.50. An additional $1,000 of costs was added for material variances and indirect labour costs. The total estimated cost of the trailer was $32,845.23. Accordingly, Mr Bridgman's evidence was that in the absence of Krueger being awarded the Camerons contract, Krueger lost net profits of $448,924.96, being a per-trailer profit of $20,405.68 (sales revenue of $53,250.91 less the total costs of each trailer of $32,845.23) multiplied by 22 trailers. Put another way, the gross margin on the hypothetical manufacture and sale of the trailers the subject of the Camerons' contract was said to be in the vicinity of 40%.
43 Krueger also called Mr Donald Rankin of Pitcher Partners to give evidence. Mr Rankin was not, and did not claim to be, an independent expert. For over 15 years, he has been the external accountant engaged by Krueger to assist in the preparation of its financial accounts. Mr Rankin's evidence was substantially in line with that of Mr Bridgman. That is to say, Mr Rankin also supported the component approach, although the precise lost profit figure he gave differed slightly. Specifically, he gave three possible lost profit figures ranging from $414,703.08 to $459,572.96. For reasons that will become apparent shortly, it is not necessary to delve into the differences between the three figures or to choose one over the others.
44 As noted earlier, Vawdrey called Mr Meredith to provide expert evidence on the appropriate methodology and a calculation of the damages. Mr Meredith's evidence was that the component approach was not the appropriate methodology because of the lack of actual costings information in relation to either the trailers to be manufactured for Camerons (which, as Mr Meredith acknowledged, necessarily would not exist, given that Krueger lost the contract and thus the exercise was based on a counterfactual) or any other trailer manufactured by Krueger during the relevant period. In those circumstances, he considered it more appropriate to adopt a gross margin approach. Put another way, Mr Meredith expressed the view that, in the absence of the necessary data for the particular trailer at issue, the most accurate and reliable approach to estimating Krueger's lost profits was to rely on Krueger's actual average gross margin for all new trailers manufactured during the relevant period. The crucial assumption underpinning this approach, as Mr Meredith acknowledged, is that there be no reason why the particular gross margin Krueger would have achieved under the hypothetical Camerons contract would have differed in any significant way from the actual average gross margin.
45 To determine the actual average gross margin, Mr Meredith took two random samples. First, he took a random sample of all trailers produced by Krueger during the period, regardless of the trailer specifications, selected every twentieth trailer, and used the actual cost and revenue information to the extent available in order to calculate the individual and then average gross margin. Secondly, he undertook the margin calculation in respect of a random sample of only those trailers having specifications similar to those of the trailer that would have been manufactured for Camerons. The actual individual gross margins in the first sample varied from approximately 20% to 38%, while the individual margins in the second sample varied from approximately 21% to 32%. Overall, Mr Meredith's evidence was that the actual average gross margin was 23%, yielding a lost profit figure in the range of $260,453.
46 Mr Rankin rejected the gross margin methodology on the basis that there was a significant variation in the gross margins earned on each contract and, as a result, the application by Mr Meredith of an average gross margin to the Camerons' contract was inappropriate. In other words, Mr Rankin was of the opinion that the crucial assumption underlying Mr Meredith's view - that the gross margin on the hypothetical trailer would not have significantly differed from the average actual gross margin - should not be accepted.
47 As that summary of the parties' respective positions demonstrates, two methodologies were adopted - the component approach and the gross margin approach. On the day of the damages hearing, I directed Mr Meredith and Mr Rankin to confer and prepare a joint report identifying the areas of agreement and disagreement and where there was a disagreement, the reason for it. I also asked them to consider whether they agreed on the preferable methodology and whether an alternate methodology was of any assistance. Finally, I asked them to identify any differences in relation to each methodology and if there were differences, whether those differences could be bridged and if not, why not. I had expected that process to occur earlier but for reasons which are by no means clear, it did not. At 2.15pm, they returned to Court with a joint written statement.
48 In the joint statement Mr Rankin and Mr Meredith now agreed that if the component approach was adopted, the losses suffered by Krueger were $352,329.53 including a margin for sign writing and $346,449.59 excluding a margin for sign writing. The agreed amount reflected a gross margin of approximately 30%. However, two areas of disagreement remained: (1) whether the component approach was the preferable methodology; and if not, (2) the appropriate margin to be adopted under the alternative gross margin methodology. Before turning to consider those issues, it is important to note that neither Mr Rankin nor Mr Meredith suggested that either methodology was inappropriate per se. In fact, their agreed position was that the each methodology was a "viable" methodology of assistance in assessing damages depending on the circumstances.
49 In my view, both methods have their shortcomings as applied to the instant case and I accept neither in full. With respect to the gross margin approach, Mr Meredith adopted this methodology as his preferred approach on the basis that it was the only methodology which utilised actual profit numbers. In fact, however, Mr Meredith's reference to "actual profit numbers" was itself not quite accurate because the "actual profit numbers" were in respect of a sample of six trailers (I put to one side the sample selected from among all trailers) which, of course, were not the trailers in dispute in the current proceedings. Mr Meredith's assessment of those six trailers was summarised in a table in his supplementary report. That table revealed, as noted earlier, that the gross margin for each trailer in the sample was hardly uniform, ranging from 21.21% to 32.35%. Moreover, it must be emphasised the trailers themselves were of different lengths, different types, largely different prices and none of them had any form of load restraint system similar to the system in dispute in these proceedings.
50 Notwithstanding these difficulties with the gross margin approach, what the exercise does reveal is that the actual individual margins achieved by Krueger on the manufacture and sale of each of the trailers in the sample (21.21% to 32.35%) and the average of those margins (28%) was considerably less than the 40% forecasted by Mr Bridgman or the margin of 36.9% to 40.9% suggested by Mr Rankin in respect of the hypothetical transaction. Krueger could point to no other trailer it had manufactured and sold at any time during the relevant period where it had achieved a gross margin of 40%. Moreover, Mr Krueger accepted that as part of Krueger's bid for the Camerons' contract he had discounted the sale price by $3,000.00 per trailer. Such a reduction in sale price, coupled with the actual profit figures achieved by Krueger during the relevant period, suggest that is unlikely that Krueger would have achieved a margin in the vicinity of 40% on any trailers manufactured for Camerons.
51 Any assessment of damages based on a counterfactual necessarily requires some estimation. Given the drawbacks in the individual approaches identified earlier, I consider in the circumstances that the appropriate methodology is the component approach and that Vawdrey should be ordered to pay damages to Krueger assessed at the agreed figure of $346,449.59 excluding a margin for sign writing. Given the wide variation in the actual gross margins achieved by Krueger on the manufacture during the relevant period even of trailers substantially similar to the hypothetical Camerons trailer, I cannot accept a lost profits approach that relies wholly on an average gross margin not taking into consideration the individual features and costs that would have been a part of any trailer built for Camerons.
52 At the same time, however, I should acknowledge that I have had regard to the alternative methodology and the light it sheds on the reasonableness of the 40% margin claimed by Krueger as the correct figure under the component approach. In view of the fact that there was no evidence that Krueger ever achieved a gross margin of 40% on any trailer manufactured during the relevant period, that figure must be rejected. The approximately 30% gross margin reflected in the component approach figure in the joint statement, on the other hand, falls neatly between the 23% and 40% figures preferred by each side and within the 21% to 32% range of actual gross margin figures earned by Krueger on similar trailers. As such, the agreed component figure in the joint statement is not at all unrealistic and represents, in my view, the best possible estimate in light of the available evidence.
53 Before moving on to the issue of consequential damages, I should now briefly deal with the issue of sign writing. Krueger submitted that it would have achieved a margin of 10% for the application of signs such as the Camerons logo to the trailers. Both Messrs Bridgman and Krueger gave evidence to the effect that the usual practice is to include a sign writing amount and margin in the total sales price. For its part, Vawdrey submitted that Krueger would not have been able to achieve such a margin, relying on the evidence of Paul Vawdrey that Vawdrey did not in fact receive any margin on its sign writing contract with Camerons. While Paul Vawdrey conceded that the usual practice is to include a margin for sign writing, he gave evidence that in the present case that would not have been possible because Amcor had a pre-existing relationship with another company for the provision of curtain painting and signage. Vawdrey tendered a tax invoice showing that the sign writing for the actual Camerons trailers built by Vawdrey was in fact performed by the other company directly for Camerons. Paul Vawdrey's evidence on this point was not challenged in cross-examination and I accept it. Accordingly, I have excluded a margin for sign writing in the assessment of Krueger's lost profits on the basis that Krueger would not have been able to obtain a margin on the provision of sign writing either by performing the work itself or by choosing the provider and on-charging those costs at a mark-up.