Tennis Products Corporation produces three models of high-quality tennis rackets. The following table contains recent information on the sales, costs, and profitability of the three models:

MODELAVERAGE CURRENT TOTAL VARIABLE

CONTRIBUTION PRICE ($) REVENUE ($) COST PER

SOLD UNIT ($)

(UNITS/MONTH)

A 15,000 $30 $450,000 $15

B 5,000 $35 $175,000 $18

C 10,000 $45 $450,000 $20

TOTAL $1,075,000

MODEL CONTRIBUTION CONTRIBUTION

MARGIN PER MARGIN ($)*

UNIT ($)

A $15 $225,000

B $17 $85,000

C $25 $250,000

TOTAL $560,000

*Contribution to fixed costs and profits.

The company is considering lowering the price of Model A to $27 in an effort to increase the number of units sold. Based on the results of price changes that have been instituted in the past, Tennis Products' chief economist estimates the arc price elasticity of demand to be -2.5. Furthermore, she estimates the arc cross elasticity of demand between Model A and Model B to be approximately 0.5 and between Model A and Model C to be approximately 0.2. Variable costs per unit are not expected to change over the anticipated changes in volume.

1. Evaluate the impact of the price cut on the (i) total revenue and (ii) contribution margin of Model A. Based on this analysis, should the firm lower the price of Model A? Explain (8)