Torreya Company Produces Gaskets for the Automotive Industry

Torreya Company produces gaskets for the automotive industry. Current production cost is $4.50 per carton of 100. There is a highly competitive market for the product, and Torreya currently uses a target pricing approach. Currently, equivalent products are selling for $5.90 per carton. Torreya wishes to earn a minimum of a 30% markup over cost. What would be their most appropriate response?

A) To mark the price down to $5.80 per carton
B) To raise the price to $5.95 per carton
C) To stop producing this product because they cannot earn the required amount of profit
D) To change over to cost plus pricing