Anderson Company manufactures a variety of toys and games.John Boone, president, is disappointed in the sales of a new board game.The game sold only 10,000 units in 2011 when 30,000 were projected.Sales for 2012 look no better.At $100 per game, it is not a hot seller.Direct costs of the board game are $56 variable cost and $100,000 fixed.John is considering several options.Option One: Cut the price to $70 and perhaps sell 15,000 units.Option Two: Cut the price to $60, reduce material costs by $10, and cut advertising by $60,000.Anticipated volume for this option is 10,000 units.Option Three: Cut the price to $80 and include a $10 mail-in rebate offer.It is anticipated that 15,000 units could be sold and only 30 percent of the rebate coupons would be redeemed.
-Which option is preferred?

Question

Anderson Company manufactures a variety of toys and games.John Boone, president, is disappointed in the sales of a new board game.The game sold only 10,000 units in 2011 when 30,000 were projected.Sales for 2012 look no better.At $100 per game, it is not a hot seller.Direct costs of the board game are $56 variable cost and $100,000 fixed.John is considering several options.Option One: Cut the price to $70 and perhaps sell 15,000 units.Option Two: Cut the price to $60, reduce material costs by $10, and cut advertising by $60,000.Anticipated volume for this option is 10,000 units.Option Three: Cut the price to $80 and include a $10 mail-in rebate offer.It is anticipated that 15,000 units could be sold and only 30 percent of the rebate coupons would be redeemed. 
-Which option is preferred?

Quizplus · Accepted Answer

Option Three is the preferred choice. This option reduces the price to $80, which is higher than Option One but lower than Option Two. The $10 mail-in rebate offer is an attractive incentive that can increase sales volume to 15,000 units. The 30% coupon redemption rate is a reasonable assumption that reduces the effective price to $73 ($80-$10*30%) per game. This is still higher than Option Two, but the reduction in material costs and advertising does not increase volume enough to offset the impact on profit margin. Therefore, Option Three provides the best balance between price reduction and volume increase, while maintaining a reasonable profit margin.

Anderson Company Manufactures a Variety of Toys and Games