18) feel the difference, inc. manufactures bath and beauty products such as soaps, skin
creams, lotions, and other products primarily for people with dry and sensitive skin. it
has just introduced a new line of product that removes the spotting and wrinkling in
skin associated with aging. it sells these products in pharmacies and department stores
at prices slightly higher than those of other brands because of feel the difference’s
excellent reputation for quality and effectiveness.
feel the difference currently has very low utilization of plant capacity. two years ago, in
anticipation of rapid growth, the company opened a new large manufacturing plant,
which has yet to be utilized more than 50 percent. partly for this reason, feel the
difference has sought new partners and was able, with the help of financial analysts, to
locate suitable business partners. the first potential partner identified in this search was
a large supermarket chain, all-mart, which is interested in the partnership because it
wants feel the difference to manufacture an age cream to sell in its stores. the product
would be essentially the same as the feel the difference product but would be packaged
in the all-mart brand name. the agreement would pay feel the difference $2.00 per unit
and would allow all-mart a limited right to advertise the product as manufactured for
all-mart by feel the difference. feel the difference’s cfo has made some calculations and
has determined that the direct materials, direct labor and other variable costs needed for
the all-mart order would be about $1.00 per unit as compared to the full cost of $2.50
(materials, labor, and overhead) for the equivalent feel the difference product.
required:
should feel the difference accept the proposal from all-mart? why or why not? (include
strategic considerations)