(a)
(in thousands) Current results
Proposed results
without cannibalization
Proposed results
with cannibalization
Return on assets $12,000 = .12 $13,500 = .135 $12,000 = .12
$100,000 $100,000 $100,000
(b) If there is no cannibalization, return on assets increases from 12% to
13.5%. This occurs even though the profit margin decreases from 27%
to 22.5% because the asset turnover increases significantly, from .45
(c) Yes, there are other alternatives. Here are some examples.
1. Increase spending on marketing in an effort to increase sales of
high end product, without offering the new, low-end product line.
2. Consider marketing the new line under a different name, so as to
minimize the cannibalization. This might substantially increase
3. If neither of 1. or 2. seems feasible, they should consider closing
a plant. This would increase the asset turnover and return on
assets.
BYP 9-6 DECISION MAKING ACROSS THE ORGANIZATION