Question
WSM Corporation is considering offering an air shuttle service between Sao Paulo and Rio de Janeiro. It plans to offer four flights every day (excluding
WSM Corporation is considering offering an air shuttle service between Sao Paulo and Rio de Janeiro. It plans to offer four flights every day (excluding certain holidays) for a total of 1,400 flights per year ( = 350 days 4 flights per day). WSM has hired a consultant to determine activity-based costs for this operation. The consultants report shows the following : |
Activity | Activity Measure (cost driver) | Unit Cost (cost per unit of activity) | |
Flying and maintaining aircraft | Number of flights | $ | 1,100 per flight |
Serving passengers | Number of passengers | $ | 3 per passenger |
Advertising and marketing | Number of promotions | $ | 46,000 perpromotion |
WSM estimates the following annual information. With 10 advertising promotions, it will be able to generate demand for 40 passengers per flight at a fare of $180. The lease of the 60-seat aircraft will cost $3,200,000. Other equipment costs will be $1,600,000. Administrative and other marketing costs will be $900,000. |
Assume that WSM management decides not to adopt the Internet strategy. Instead, it is now considering a plan to sell tickets at two prices. An unrestricted ticket (good for travel at any time on any day) would sell for $ 205.A discountticket, good for reservations made in advance, would sell for $105. Management estimates that it can sell 35,000 tickets (25 per flight) at the unrestricted airfare of $205. All other data remain the same.
How manydiscounted ticketswould WSM have to sell annually to earn operating income of $1,512,000? Assume that the annual number of flights remains at 1,400 and that the discounted tickets would be evenly divided across the 1,400 flights.
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