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Hyperion, Inc. currently sells its latest high - speed colour printer, the Hyper 5 0 0 , for $ 3 4 7 . It plans
Hyperion, Inc. currently sells its latest highspeed colour printer, the Hyper for $ It plans to lower the price to $ next year. Its cost of goods sold for the Hyper is $ per unit, and
this year's sales are expected to be units.
a Suppose that, if Hyperion drops the price to $ immediately, it can increase this year's sales by to units. What would be the incremental impact on this year's EBIT of such a
price drop?
b Suppose that, for each printer sold, Hyperion expects additional sales of $ per year on ink cartridges for the three years, and Hyperion has a gross profit margin of on ink cartridges. What
is the incremental impact on EBIT for the next three years of a price drop this year?
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