Question
LMVH Corp is in the process of establishing selling prices for two of its new products: A bag and B bag which the company is
LMVH Corp is in the process of establishing selling prices for two of its new products: A bag and B bag which the company is newly introducing in the market. Both the products will be manufactured at their new factory in Bangladesh which aims to earn a profit of 20% on its capital employed.
The estimated data for the two bags is as follows:
Particulars | A bag | B bag |
Estimated Annual demand (units) | 100,000 | 200,000 |
Direct materials cost per unit | $15.00 | $14.00 |
Direct labour cost per unit (Direct labour rate per hour: $3.00) | $9.00 | $6.00 |
The amount of manufacturing overheads for each product equal to the total amount of direct labour cost for the respective products. It is also noted that 50% of manufacturing overheads are fixed in nature. Administration overheads amount to $330,000 per annum for product A and $520,000 per annum for product B. Variable selling expenses amount to $1.50 per unit of A bag and $2.00 per unit of B bag. Fixed selling expenses amount to $150,000 per annum for A bag and $400,000 per annum for B bag. The total capital employed by the factory in Bangladesh amounts to $10,225,000.
Required:
- As an expert on cost analysis help LMVH Corp to determine a minimum selling price for the introduction phase of the two products so that the company can quickly gain market share. Briefly explain this pricing strategy.
- Help LMVH Corp determine the long-term selling prices for A bag and B bag such that the contribution per direct labour hour is the same for both the products.
- Determine break-even points in units and sales value for A bag and B bag based on the selling prices you arrived at in requirement (b) above. Also, determine the margin of safety in units and sales value for A bag and B bag based on the estimated demand and the selling prices you arrived at in requirement (b) above.
(3.5 + 10.5 + 6 = 20 Marks)
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