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Carl's Medical Equipment Company manufactures hospital gurneys. Its' most popular model, Ultra, sells for $5,000. It has variable costs of $2,800 and fixed costs of
Carl's Medical Equipment Company manufactures hospital gurneys. Its' most popular model, Ultra, sells for $5,000. It has variable costs of $2,800 and fixed costs of $1,000 per unit, based on an average production run of 5,000 units. It normally has four production runs a year, with $400,000 in setup costs each time. Plant capacity can handle up to six runs a year for a total of 30,000 beds. A competitor is introducing a new hospital gurney, similar to Ultra that will sell for $4,000 Management believes it must lower the price to compete. Marketing believes that the new price will increase sales by 25% a year. The plant manager thinks that production can increase by 25% with the same level of fixed costs. The company currently sells all the Ultra gurneys it can produce. Required: a. What is the annual operating income from Ultra at the current price of $5,000 and normal production? b. What is the annual operating income from Ultra if the price is reduced to $4,000 and sales in units increase by 25% ? c. What is the target cost per unit for the new price if target operating income is 20% of sales
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