131. Old Vine Vineyard produces premium wine. Its success in the industry is due to its
quality, although all of its customers, wine shops, and specialty grocery stores, are very cost
conscious and negotiate for price cuts on all large orders. Noting that the wine industry is
becoming increasingly competitive, Old Vine is looking for a way to meet the challenge. It is
negotiating with Eastern Seasons, a regional specialty grocery store, regarding a large order of
wine. Old Vine is currently producing at under-capacity and would like to keep its production
facilities going, gaining better economies of scale by increasing production. Eastern Seasons has
agreed to a large order (2,000 bottles), but only at a price of $39 per bottle. The special order can
be produced in one batch with available capacity. Old Vine prepared these data:
Next month’s budgeted operating information (based on 10,000 units/month, and a normal batch
size of 1,000 bottles):
Regular sales price (per bottle) $55
Per-unit costs:
Variable manufacturing costs 22
Batch-level costs (incurred with each batch produced) 5
Variable marketing costs 10
Fixed manufacturing costs 6
Fixed marketing costs 2
Special order information (order is produced in
one batch
of 2,000 bottles):
Units (bottles) 2,000
Selling price per bottle $39
No variable marketing costs would be associated with the special order, but Old Vine has spent
$2,500 during the past two months trying to get Eastern Seasons to execute a deal.
Required:
1. How much will the special order change Old Vine’s total operating income?
2. How much would the special order change Old Vine’s total operating income if Old Vine is
operating at full capacity and, if it accepted the order from Eastern Seasons, would lose the sale
of 2,000 bottles to regular customers? (Assume that sales lost to normal customers would be
produced in two batches of 1,000 bottles, while the special order—as above—could be produced
in a single batch of 2,000 bottles.)
3. How might the special order fit into Old Vine’s competitive strategy?