Cost-plus and market-based pricing. Alberta Temps, a large labour contractor, supplies contract labour to building construction companies. For 2009, Alberta has budgeted to supply 80,000 hours of contract labour. Its variable costs are $12 per hour, and its fixed costs are $240,000. Roger Mason, the general manager, has proposed a cost-plus approach for pricing labour at full cost plus 20%.

REQUIRED 1. Calculate the price per hour that Alberta Temps should charge based on Mason’s proposal.

2. The marketing manager supplies the following information on demand levels at different prices:

Alberta can meet any of these demand levels. Fixed costs will remain unchanged for all the demand levels. On the basis of the additional information, calculate the price per hour that Alberta should charge to maximize operating income.
3. Comment on your answers to requirements 1 and 2. Why are they the same or different?LO1

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Price per Hour Demand (Hours) $16 $17 120,000 100,000 $18 80,000 $19 70,000 $20 60,000