QUESTION 1

The Quisine baking company has a reputation for producing gourmet cocoa baking powder, and for many years has sold old two brands: Premium and Regular. During this past year they launched a low-end version of their baking powder called Budget. The Budget brand requires less processing time, and is based on a mix of lower quality cocoa and cocoa-like raw ingredients. While consumers initially gave mixed reviews of the new Budget brand, Quisine Baking Company sold 200,000 boxes during the year. Financial information for the year is as follows:

BUDGET	Selling Price per box (in $)	Variable Cost per box (in $)	Boxes Sold (in boxes)
Budget	2.00	1.02	0
Regular	3.00	1.40	200,000
Premium	5.00	3.00	300,000

ACTUAL	Selling Price per box (in $)	Variable Cost per box (in $)	Boxes Sold (in boxes)
Budget	2.00	1.00	200,000
Regular	3.00	1.39	190,000
Premium	5.00	3.03	250,000

The total market size was estimated to be 5 million boxes. During the year, there were 6 million boxes sold.

Required:

1. Should they continue to make the Budget brand? This assessment should be based on both qualitative and quantitative factors such as how the Budget brand effected sales of other products.
2. Calculate the Sales Mix, Sales Quantity and Sales Volume Variance for each product, and the three products as a total.
3. Calculate the Market Share and Market Size variance