A retail store sells a popular cosmetic called Rochelleand the store manager is given
$100,000 by the corporate office to improve store performance any way she thinks best.
The “base case” information is a price of $30 per bottle, a contribution margin of 0.50, a
customer defection rate of 17%, and a repurchase frequency of 3 times a year. If these
improvement funds could be used to either (a) increase the contribution margin to 0.58
or (b) reduce the customer defection rate to 15% or (c) increase the repurchase
frequency to 4 times per year, what is the best way to spend these improvement funds
by answering the next two multiple choice questions? (Assume all other
variablesremain at the base case level for each of the three improvement options.) VLC
= P*CM*RF*BLC
You may want to use the table below to help organize your computations and answer.
Which of the following is the best way to use the $100,000 in improvement funds?
a. Do nothing (stay with base case).
b. Improve option (a)increase the contribution margin to 0.58.
c. Improve option (b)reduce the defection rate to 15%.
d. Improve option (c)increase the repurchase frequency to 4.
e. Two improvement options have equal VLC dollars, so split the funds between the
two tied improvement options.
Answer: