Question
Ohanlon Corporation manufactures numerous products, one of which is called Delta-27. The company has provided the following data about this product: Unit sales (a) 218,000
Ohanlon Corporation manufactures numerous products, one of which is called Delta-27. The company has provided the following data about this product:
Unit sales (a) | 218,000 | |
Selling price per unit | $ | 62.00 |
Variable cost per unit | 41.00 | |
Contribution margin per unit (b) | $ | 21.00 |
Total contribution margin (a) x (b) | $ | 4,578,000 |
Traceable fixed expense | 3,550,000 | |
Net operating income | $ | 1,028,000 |
Required:
a. Management is considering increasing the price of Delta-27 by 5%, from $62.00 to $65.10. The companys marketing managers estimate that this price hike would decrease unit sales by 10%, from 218,000 units to 196,200 units. Assuming that the total traceable fixed expense does not change, what net operating income will Delta-27 earn at a price of $65.10 if this sales forecast is correct?
b. Assuming that the total traceable fixed expense does not change, if Ohanlon increases the price of Delta-27 to $65.10, what percentage change in unit sales would provide the same net operating income that it currently earns at a price of $62.00?
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