Concept explainers
Break-even analysis
Somerset Inc. has finished a new video game, Snowboard Challenge. Management is now considering its marketing strategies. The following information is available:
Anticipated vales price per unit................ | $80 |
Variable cost per unit*......................... | $35 |
Anticipated volume........................... | 1,000,000 units |
Production costs.............................. | $20,000,000 |
Anticipated advertising........................ | $15,000,000 |
Two managers, James Hamilton and Thomas Seymour, had the following discussion of ways to increase the profitability of this new offering:
James: I think we need to think of some way to increase our profitability. Do you have any ideas?
Thomas: Well. I think the best strategy would be to become aggressive on price.
James: How aggressive?
James: lf we drop the price to $60 per unit and maintain our advertising budget at $15,000,000. I think we will generate total sales of 2,000,000 units.
James: I think that's the wrong way to go. You're giving up too much on price. Instead, I think we need to follow an aggressive advertising strategy.
Thomas: How aggressive?
James: If we increase our advertising to a total of $25,000,000, we should be able to increase sales volume to 1,400,000 units without any change in price.
Thomas: l don’t think that's reasonable. We'll never cover the increased advertising costs.
Which strategy is best: Do nothing, follow the advice of Thomas Seymour, orb follow James Hamilton's strategy?
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Chapter 21 Solutions
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