Summary
Full Decision
with respect to the business model, the distribution agreement, pricing rules and intra-group pricing policy, calculation of Market Return on Sales, market reality (unexpected market changes), the truth is that the same reservations raised in the inspection action remain.
But also others arise, were it not for the information relating to the functional analysis contained in the 2011 Transfer Pricing Dossier (DPT) when compared with that of the tables provided by the Appellant in this forum and in the documents provided in the analysis, relating specifically to B and C.
Verify that, with respect to the marketing, distribution and sales functions, table 1 of the appeal differs from the table contained in the response given by the taxpayer in the course of the procedure.
In this regard, the DPT refers to the following (emphasis added): "Marketing, sales and distribution
Group D is responsible for developing the global marketing strategy, with subsidiaries adopting the strategy defined centrally by the Group making the necessary adaptations to the local reality where they are inserted.
B… assumes the costs of local promotion and marketing associated with products manufactured in Portugal. As for matters beyond borders, costs associated with this type of initiative are borne by the Group."
These aspects of the functional analysis could be relevant for purposes of understanding what type of expenses are the responsibility of B, especially since some of the atypical situations verified in 2011 result from changes in market positioning strategy and investments in improving the perception of the brand in the market.
That is, we have on one hand the justification of the pricing methodology, on the other hand, the problem of the quantification of the adjustment and, in association with these two factors, the perception of the adequacy of the allocation of expenses to Portugal taking into account the functional analysis of the entities involved and of the group in which they are inserted.
Given this, the type of expenses of C considered attributable to supplies made by the Portuguese company must be broken down so as to understand whether the transfer pricing policy is being correctly implemented, not only due to the application of the 2% margin but also with respect to the correct allocation of expenses among the companies of the group, taking into account the functional analysis.
After all of the above, it appears that, notwithstanding the better substantiation/evidence of the economic situation of the American company in terms of the conjunctural factors and the business strategy adopted, as well as the transfer pricing policy implemented in face of the existing business model and inherent allocation of functions, assets and risks in the Group, it remains unclear the determination of B's contribution to C's negative results which has an impact on the determination of the adjustment attributable to the company in Portugal.
4.1.4 Conclusion and proposed decision
In short, the Appellant does not demonstrate, just as during the inspection action B did not demonstrate, the direct and indirect methods in the allocation of expenses and income to the undertakings it uses and their calculation, being equally silent in demonstrating the adequacy of the allocation key or its calculation, and therefore the request formulated cannot be granted.
q) The North-American and Canadian markets, in the particular sector of heating technology, are strategic for GROUP D, by their dimension and because its main competitors have strong implementation in them (testimony of witness F):
r) GROUP D adopted for the heating technology area an integrated business model, in which the various entities participating in it develop their business together and in a coordinated manner in the markets of the United States of America and Canada (testimonies of witnesses F and G);
s) In accordance with the business model adopted by GROUP D, B… and other companies of group D use C… (abbreviated as "C") as a common commercial platform in the territory of the United States of America and Canada (testimonies of witnesses F, G and H);
t) B… produces industrial products and sells them to C for subsequent resale in the North-American and Canadian markets (witnesses G and H);
u) According to the business model implemented in the area of heating technology:
i) The entrepreneurs or the main manage and control, in particular in terms of the strategy to be implemented, the business and, simultaneously, centralize not only the risks and the relevant assets, but also the profits or losses associated with the respective area of business; and,
ii) The routine distributor (contractually designated as firm or distributor), as is the case with C, acts on its own behalf in conducting its specific distribution activities, following the orientation of the entrepreneurs regarding the rest, in particular in terms of policy and commercial strategy (witnesses G and H);
In accordance with the model adopted by group D, the routine distributor has a limited decision-making power, restricting itself to conducting, under those orientations, the promotion and sale of the products in the different distribution channels identified by the entrepreneurs, thus operationalizing the various local commercial strategies, including those relating to market penetration, sales promotion, development of local marketing campaigns, and assessment of customer satisfaction in the different channels (witnesses G and H);
v) On 27-08-2012 (also after the inclusion of signatures on 10-03-2012 and 10-04-2012) a Distribution Agreement ("Distribution Agreement") was formalized between B… and C, pursuant to which the first obliged itself to sell to the second, and this obliged itself to buy, determined products listed in the annex to that agreement, with a view to their subsequent distribution and resale, in the name and on behalf of C, in the territory of the United States of America and Canada;
w) Pursuant to the said agreement, the selling prices of the products would be agreed between the parties for each fiscal year in advance based on the business plan envisaged for the next financial year and the prices would be based on lists of net selling prices less average discounts and less the expenses foreseen for the distribution activity, based on the accounting principles of group D for distributors and, of a profit margin agreed between the parties on the basis of the arm's length principle;
x) In clause 3.4 of the said agreement, it was established that, for any significant deviation between the real cost and the planned cost of the distributor, as well as for any significant unexpected change in the market, the parties would analyze whether such deviation should be resolved between the Parties taking into account the arm's length principle;
y) Pursuant to clause 3.5 of the said agreement, the TT-VAN051 intra-group pricing standard would be applied;
z) In clause 7 of the agreement it is stated that the agreement shall become effective on 01-02-2012 ("This Agreement shall become effective on January 1, 2012 after it has been signed by the parties hereto").
aa) It was also established in the said agreement that, to promote the distribution of the products to customers situated in those territories, B… agreed to support part of the structural costs borne by C in case of any significant unexpected change in the market situation and that the cost-sharing would be resolved between the parties, on an annual basis, through analysis of the market situation (point 5.3 of the agreement);
bb) As a rule, the business plan of B… -- which incorporates the business and commercial strategies to be implemented in international markets -- begins to be prepared in the months of June and August of year N-1, based on the information available at that time, in particular the evolution of business to date, the estimates of evolution of the activity during the second half of that year, the business strategies and the objectives defined most recently for the markets in which company B… is present (testimony of witness G);
cc) With a quarterly frequency, reports are prepared on the activity of the DW-Domestic Hot Water segment, which allow B… to analyze the evolution of the defined commercial strategies, as well as assess the weighting of any alignments (punctual or more relevant) to the initially defined strategies (testimony of witness G);
dd) The annual business plan is subsequently reviewed in the months of May, September and December of year N, so as to incorporate the best estimates and expectations with respect to the business and its evolution (at that time) and, as well, the assumptions made in its preparation, in particular in terms of the distribution of direct and indirect costs among the entrepreneurs (testimonies of witnesses F and G);
ee) The methodology observed by GROUP D in the allocation of expenses and income to each of the entrepreneurs for the purposes of preparing the corresponding business plan is, essentially, the following:
(i) The estimate relating to sales items ("net sales") and the cost of goods ("material costs") is allocated directly, that is, based on the market of origin;
(ii) As for the other expenses, designated as "operating expenses", with, as a rule, a smaller expression in C's financial statements (and in accordance with the business model established within GROUP D), the same are estimated based on management historical information and/or prospective data, in particular when in the presence of expenses estimated as certain for a determined period;
(iii) Such operating expenses comprise both variable expenses and fixed expenses;
(iv) For management purposes, all types of operating expenses are allocated by product family and product category, as well as by distribution channel ("retail" or "wholesale"), or by market of operation (USA or Canada), with the objective of management decisions being made by the entrepreneurs (testimonies of witnesses F and G);
ff) Storage expenses are allocated by the sales made by C by market of origin (testimonies of witnesses F and G);
gg) The pricing policies established by GROUP D for the North-American and Canadian territories have continued to be defined by reference to the evolution of business since the year of 1993 (testimonies of witnesses H and G);
hh) Target margins were defined for transfer pricing for C, during the 3rd quarter of 2010 and within the context of the preparation of the business plan for the year of 2011 (testimony of witness G);
ii) The definition of the pricing policy was based on functional benchmarking, carried out in mid-2010 by an independent consultant - I, having been identified a final sample of wholesale distributors of durable goods operating in the North-American market, which was selected taking into account the comparability criteria considered relevant, as well as considering best practices and the North-American transfer pricing regime (testimony of witness G);
jj) For the definition of that pricing policy, the final group of wholesale distributors of durable goods operating in the North-American market, in the three-year period 2007-2009, was composed of the following companies: (i) J.; (ii) K.; (iii) L.; (iv) M.; (v) N.; (vi) O; (vii) P.; (viii) Q; (ix) R.; and (x) S;
kk) On the basis of the research carried out (and, in particular, using as reference the median), a ROS target of around 2% was defined to be adopted by C (testimony of witness G);
ll) This transfer pricing policy was defined at a time prior to 2011 (from an ex-ante perspective), having been subsequently validated its nature of arm's length for purposes of the 2011 transfer pricing documentation of C (that is, from an ex-post perspective) (testimony of witness G);
mm) The entrepreneurs (among which company B…) prepared their respective business plan for 2011 so as to ensure C a referential profit margin (the referred ROS or "Return On Sales") of 2%, a margin that was aligned with the arm's length interval determined for the North-American market, having fixed, to that light, the intra-group prices to be practiced during the year 2011 (testimony of witness G);
nn) The decline of the residential construction sector and of the national economy, verified in particular from 2008 with the beginning of the financial crisis, altered not only the structure, but also the relationships on the demand and supply side of the sector in which C operates (testimony of witness F);
oo) Macroeconomic circumstances had a significant influence on the purchase plans of water heating systems by consumers in the North-American and Canadian markets (testimony of witness F);
pp) The large number of homes for sale in those markets, the increase in oil and natural gas prices (an increase of 30% in oil price from October 2011) and the gradual reduction (until 2011 inclusive) of incentives for the acquisition of products of greater energy efficiency, were some of the factors that led to the reduction of sales of water heaters and boilers during the referred period (testimony of witness F);
qq) The market for residential water heaters during the year 2011 recorded significant declines compared to the equivalent months of 2010, in particular in the months of January (8%), February (6%), April (4%), July (22%), but, also in the year itself and compared to the immediately previous month, in particular in April (26%), May (7%), July (34%) and October (17%);
rr) As a rule, consumers prefer, especially in times of recessionary macroeconomic circumstances, to carry out certain activities/tasks (considered routine and frequently denominated "do-it-yourself") by their own means, rather than contracting specialized entities for this purpose (testimony of witness F);
ss) This circumstance has implied the incorrect installation and use of B…'s products, constituting this the main cause of return of these goods to the retailer and, subsequently to C (testimony of witness F);
tt) As a result of various unresolved quality problems, verified in various products marketed by C, the American distribution chain T ceased to market, from January 2011, certain C products and paid it an indemnification in the value of 1,000,000 USD and bore high expenses with the return/repurchase of defective products, including those relating to transport and other fees (testimony of witness F);
uu) These circumstances prejudicial to C were not considered, as they were not anticipated, in the preparation of C's 2011 business plan, for which reason an actual break in sales was not incorporated in it in 2011, compared to the same period of 2010, of approximately 176%, in a total amount of USD 2,432,726, corresponding to 5% of its sales volume (testimony of witness F);
vv) The Real ROS of C calculated in November 2011 was calculated based on the actual values for the period January to October 2011;
ww) If from the analysis conducted based on the financial information available in November of each year it is found that C's performance does not allow attributing to it an adequate remuneration to its functional profile of routine risk and convergent with the previously fixed ROS target) there will be a need to determine compensation due by the respective entrepreneurs, including B… (testimonies of witnesses H and G);
xx) The objective of this compensation is to restore C's average ROS to the interquartile interval determined in its transfer pricing study, thus complying with the pricing policy agreed in the Distribution Agreement and imposed by the TT-VAN-051 intra-group pricing standard (testimonies of witnesses H and G);
yy) Having the group of the Claimant concluded, based on the financial information available in November 2011, the necessity of restoring the 2% ROS target fixed for the TFNA...
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