3-42 CVP, sensitivity analysis. The Derby Shoe Company produces its famous shoe, the Divine Loafer, that sells for $70 per pair. Operating income for 2017 is as follows: Sales revenue ($70 per pair) Variable cost ($30 per pair) Contribution margin Fixed cost Operating income $350,000 150,000 200,000 100,000 $100,000 Derby Shoe Company would like to increase its profitability over the next year by at least 25%. To do so, the company is considering the following options: 1. Replace a portion of its variable labor with an automated machining process. This would result in a 20% decrease in variable cost per unit but a 15% increase in fixed costs. Sales would remain the same, 2. Spend $25,000 on a new advertising campaign, which would increase sales by 10%. 3. Increase both selling price by S10 per unit and variable costs by S8 per unit by using a higher-quality leather material in the production of its shoes. The higher-priced shoe would cause demand to drop by approximately 20% 4. Add a second manufacturing facility that would double Derby's fixed costs but would increase sales by 60% Evaluate each of the alternatives considered by Derby Shoes. Do any of the options meet or exceed Derby's targeted increase in income of 25%? What should Derby do