Hockley Brewing has produced a new craft lager beer. The market for craft beer is about $20 million per year and the average retail price across all craft beer producers is $3.00. The following information applies to Hockleys new craft lager beer.

Factory production costs $1.05 / can

Beer ingredients $0.35 / can

Packaging $0.20 / can

Advertising and promotion $70,000

Channel listing fees $30,000

Hockleys wholesale price to retailers $2.40 / can

Manufacturers suggested retail price $3.00 / can

1a. What is Hockleys dollar markup or unit contribution (measured in $ per can)?

b. And their markup percentage on selling price or contribution margin?

c. In terms of the markup chain, what is the retailers markup percentage on selling price?