CASE 20.2
DON’T MESS WITH THE PURPLE COW
a. 1,500
1,282
2,782
(1) (2)
Reduce Increase
Selling Advertising
Price Expense
× 3,600
c.
Memo to Management:
RE: Alternative marketing proposals: price reductions or additional advertising
Sales (in gallons) required to earn $10,000 per month
Estimated sales (gallons):
If selling price is reduced, 3,000 × 120%
40 Minutes, Strong
b.
Sales (in gallons) required to earn $10,000 per month:
Sales (in gallons) required to break even
Sales (in gallons) beyond break-even point required to earn $10,000
Projected monthly results for typical drive-in store:
per month, $10,000 ÷ $7.80 ($8.00 – $0.20 bonus)