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Dansk Minox Case

Decent Essays

DANSK MINOX

Q1: Once the decision was made to introduce the complete male product and to advertise it according to the plan, what was the impact on profit in 1966(before taxes) of selling 30 tons at a retail price of Cr. 8.20?

- The impact on profit in 1966(before taxes) is the Contribution Margin of selling 30 tons.
- Contribution margin = revenue - variable costs.
- The incremental cost in this case is all the cost elements in E1 or E2 except the labor cost and the transportation and storage cost. That is because the labor is not not a volume dependent element. Also, the transportation and storage is not part of the incremental cost because the company was operating its own fleet of truck and was using its own warehouses to storage the …show more content…

8.20 equals $ 86,700. The contribution margin per unit at a retail price of Cr. 6.85 equal 1.95. The required volume will be the result of dividing the profit impact on the contribution margin per unit.
The required Volume at a retail price of Cr. 6.85 to give the same profit impact = 86,700 / 1.95 = 44,461.54 kg.
Thus, the firm should sale 44,461.54 kg at retail price of 6.85 to achieve the same profit impact as selling 30 tons at retail price of 8.20.

Q5: What is the total unit cost and per unit profit for 1 kg of "complete male" at a retail price of Cr. 6,85 and with an allocation of cr. 1.20 for production fixed expenses?
1- The total unit cost = Total Variable Cost + Production Fixed Expenses + Advertising Expense + Selling and Administrative Expense = 3.23 + 1.20 + 0.30 + 0.19 = 4.92.

2- The per unit profit for 1 Kg of "complete meal" = Price to DM - Total unit cost= 4.40 - 4.92 = (0.52).

3- As we can see the company would loss 0.52 cent per 1 kg if it decides to sell at 6.85 price and allocates the fixed expenses at 1.20 per 1 kg.

Q6: How much production fixed expenses should be allocated to 1 kg of "complete meal"? Give a specific number and your logic to support the …show more content…

On the other hand, the marketing department allocation cost of 0.54 is not reasonable too because they want to use the same amount as for the old product. The allocated fixed expenses for the new product should be not more than a dollar and not less than 0.70 cent per 1 kg of the complete meal.

Q7: What is your recommendation to management regarding the new complete meal product for 1967?
If the company decided to sell the new product at price of D.Cr. 8.20, that means the full fixed expense of 1.20 is covered and the company will make high profit. However, the selling price of D.Cr. 8.20 is very high and under this price the company will sell the new product at a lower volume than what the company planned sale volume in the budget and that will affect the company in the market as a strong competitor in the food manufacturing. According to the case, the company sales volume drop to 30 tons when the product was sold at the price of D.Cr. 8.2. Thus, my recommendation are as follows:
1- Th firm should introduce the new "complete meal" at price of D.Cr. 6.85 because the price will raise the demand and generate high profit for the company.
2- The firm should advertise for the new complete meal

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