Question
The new UltraGuard collar is about to be introduced to the market. It will be priced at $ 8.82 and has unit variable costs of
The new UltraGuard collar is about to be introduced to the market. It will be priced at $ 8.82 and has unit variable costs of $ 2.95 . The company expects to sell 50,000 UltraGuard collars during the next six months. Some of the sales will come at the expense of the current product, the PetArmor collar, priced at $ 6.54 with variable costs of $ 2.94 . Projected sales for the PetArmor collar are 95,000 units (without the introduction of the UltraGuard). The analyst estimates that the UltraGuard collar will cannibalize 20,000 PetArmor collars during the introductory 6 month period. The company is planning a sales promotion campaign to target veterinarians at the time of the new product launch. The company is going to invest $ 75,000 in printed materials and samples. How many PetArmor collars will be sold at the breakeven volume of UltraGuard collars?
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