Pricing decisions given two scenarios (Learning Objective 3)} Bennett Builders builds 1,500-square-foot starter tract homes in the
Question:
Pricing decisions given two scenarios (Learning Objective 3)}
Bennett Builders builds 1,500-square-foot starter tract homes in the fast-growing suburbs of Atlanta. Land and labor are cheap, and competition among developers is fierce. The homes are "cookie-cutter," with any upgrades added by the buyer after the sale. Bennett Builders' cost per developed sublot are as follows:
Bennett Builders would like to earn a profit of \(15 \%\) of the variable cost of each home sale. Similar homes offered by competing builders sell for \(\$ 200,000\) each.
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1. Which approach to pricing should Bennett Builders emphasize? Why?
2. Will Bennett Builders be able to achieve its target profit levels? Show your computations.
3. Bathrooms and kitchens are typically the most important selling features of a home. Bennett Builders could differentiate the homes by upgrading bathrooms and kitchens. The upgrades would cost \(\$ 20,000\) per home but would enable Bennett Builders to increase the selling prices by \(\$ 35,000\) per home (in general, kitchen and bathroom upgrades typically add at least \(150 \%\) of their cost to the value of any home). If Bennett Builders upgrades, what will the new cost-plus price per home be? Should the company differentiate its product in this manner? Show your analysis.
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