Learning Activity - Marketing 2150 Spring 2020Chapter 10 - DistributionThe Smart WayIn this learning activity, we will develop skills related to discussing supply chain and logistics managementand how they relate to marketing strategy. A supply chain is a series of firms that perform activitiesrequired to create and deliver a good or service to consumers or industrial users. It differs from a marketingchannel in terms of the firms involved. A supply chain includes suppliers who provide raw material inputs toa manufacturer as well as the wholesalers and retailers who deliver finished goods. The goals to be achievedby a firm's marketing strategy determine whether its supply chain needs to be more responsive or efficient inmeeting customer requirements.Use the following mini-case study to answer the supply chain questions below.For decades, the impact of vehicle emissions on our environment has been a concern. Many businesses haveused the reduction of greenhouse emissions in their business as a key focus of their corporate socialresponsibility. In 2013, the SmartWay program was introduced in Canada. Natural Resources Canada andSupply Chain & Logistics Association Canada partnered to bring this program across the border from the U.S.The U.S. Environmental Protection Agency originally launched the program, which shares industry bestpractices on supply chain transportation with its members.The SmartWay program boasts a tool that allows its members to benchmark supply chain fleets. It thenmeasures its progress with respect to various emissions categories. This year-over-year analysis providesfeedback to transportation companies and elicits accountability of each company's carbon footprint. Now,program members that can potentially have a negative impact on our environment can work together tocreate a greener process within the supply chain.The SmartWay Transport Partnership helps improve environmental performance each year. The tools offeredhelp truck carriers to benchmark operations and track fuel consumption. SmartWay helps its partners to findSmartWay shippers, reduce operating costs, and reduce their companies' carbon footprint. By joiningSmartWay as a SmartWay Partner, organizations send a message to stakeholders that their company iscommitted to clean freight.The SmartWay program boasts a tool that allows its members to benchmark supply chain fleets. It thenmeasures its progress with respect to various emissions categories. This year-over-year analysis providesfeedback to transportation companies and elicits accountability of each company's carbon footprint. Now,program members that can potentially have a negative impact on our environment can work together tocreate greener process within the supply chain.Questions1. What are the main benefits that organizations receive from being members of SmartWay?2. What is the impact of the SmartWay program on the supply chain?3. How can SmarktWay partners influence other companies to become SmartWay partners?4. What Canadian companies do you believe need to join SmartWay if they have not already? Learning Activity - Marketing 2150 Spring 2020Chapter 9 - PricingBreaking Even with Touché ToiletriesIn this learning activity, we will develop skills related to discussing the value of break-even analysis andconducting break-even calculations. Break-even analysis is a technique that analyzes the relationshipbetween total revenue and total cost to determine profitability at various levels of output. The break-evenpoint (BEP) is the quantity at which total revenue and total cost are equal. Profit comes from any units soldbeyond the BEP. The break-even point (BEP) is calculated as follows: BEP = FC/(P-UVC)BEP =Fixed CostUnit Price - Unit Variable CostUsing the Break Even Point Formula listed above, complete a break even analysis for the following scenario:Touché Toiletries, Inc., has developed an addition to its Lizardman Cologne line tentatively branded Oded'Toade Cologne. Unit variable costs are 45 cents for a 3-ounce bottle, and heavy advertising expenditures inthe first year would result in total fixed costs of $900,000. Ode d'Toade Cologne is priced at $7.50 for a 3-ounce bottle. How many bottles of Ode d'Toade must be sold to break even?Suppose that marketing executives for Touché Toiletries reduced the price to $6.50 for a 3-ounce bottle ofOde d'Toade and the fixed costs were $1,100,000. Suppose further that the unit variable cost remained at 45cents for a 3-ounce bottle. (a) How many bottles must be sold to break even? (b) What dollar profit levelwould Ode d'Toade achieve if 200,000 bottles were sold?

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