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MonksCafe is a brewery that produces an award-winning beer called Flemish Sour Ale in Belgium and sells it to customers in Belgium and France.
MonksCafe is a brewery that produces an award-winning beer called "Flemish Sour Ale" in Belgium and sells it to customers in Belgium and France. Historically, the company was setting the price using a cost-plus approach. Recently, a consulting company suggested to base the price on cost and local demand conditions instead. The demand functions below give, for each of the two countries, the estimated quantities of bottles that the company would sell per year as a function of the price charged: Belgium: Quantity = 180,000 5,000* price France: Quantity = 150,000 10,000 * price. The unit production cost per bottle of beer is 1.50. Shipping costs per bottle amount to 0 within Belgium and 1.40 for France. Shipping from France to Belgium costs the same as shipping from Belgium to France. The fixed costs of operations are 135,000 per year. Part I: Assume that you must charge the same price in the two markets Determine the profit-maximizing price. (Assume that you must charge the same price in the two markets.)
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