Flash City Inc. manufactures small flash drives and is considering raising the price by
75 cents a unit for the coming year. With a 75-cent price increase, demand is expected
to fall by 7,000 units.
Current Projected
Demand 79,000 units 72,000 units
Selling price $8.50 $9.25
Incremental cost per unit $5.80 $5.80
If the price increase is implemented, operating profit is projected to ________.
A) increase by $35,100
B) decrease by $5,250
C) increase by $5,250
D) decrease by $7,000
Julian Pharma manufactures hospital beds. Its most popular model, Deluxe, sells for
$5,000. It has variable costs totaling $2,650 and fixed costs of $1,200 per unit, based on
an average production run of 5,000 units. It normally has four production runs a year,
with $400,000 in setup costs each time. Plant capacity can handle up to six runs a year
for a total of 30,000 beds.
A competitor is introducing a new hospital bed similar to Deluxe that will sell for
$3,800. Management believes it must lower the price to compete. The marketing
department believes that the new price will increase sales by 25% a year. The plant
manager thinks that production can increase by 25% with the same level of fixed costs.
The company currently sells all the Deluxe beds it can produce.
Required:
a. What is the annual operating income from Deluxe at the current price of $5,000?
b. What is the annual operating income from Deluxe if the price is reduced to $3,800
and sales in units increase by 25%?
c. What is the target cost per unit for the new price if target operating income is 30% of
sales?