Paragraph IS Styles Q Ed Allstate Travel Accessories, LLC. (ATA) is a manufacturer of travel accessories, headquartered in the U.S. ATA is deciding on which plan to execute for their new line of Ultra-light backpack cases (Ultra). The retail price (price to end users) is targeted to be $30/each. Retailers that sell the Ultra receive 30% markup on the price paid by the end users (retail customers). Wholesales that sell to the retailers in this industry receive a markup of 11.11% on the manufacturer's selling price. Costs of producing the Ultra is $10/per unit. Packaging and shipping costs on the Ultra add another $2.00 per unit. ATA uses its own sales agents who are paid 6% commission on sales to wholesalers. Additional manufacturing costs are $50,000. Annual advertising costs incurred by ATA is $30,000. The total regional market for travel cases is about 800,000 units in 2021. Lightweight backpacks make up 20% of this market size. ATA expects to achieve a 15% share of the 2021 total market for travel cases, but this may or may not happen! There is a possibility that ATA may only achieve 5% of the total market for travel cases in 2021. Q1. What is ATA's selling price per Ultra?-you must use the MARKUP CHAIN equation