Best Buy considers Microsoft one of its most important suppliers
of gaming hardware. With Microsoft XBox’s high brand equity, Best
Buy has to make sure that they are available in its stores in order
to satisfy its customers. In fact, Best Buy knows from its previous
research that XBox can also help keep current customers loyal to
its stores because they buy lots of high margin
games.
Given its high brand equity, Microsoft thinks that it can
marginally increase the price for its XBox without losing market
share, selling 200,000 units. To produce and market those 200,000
XBoxes, Microsoft expects to incur $20,000 in advertising and sales
promotion expenses and $50,000 in compensation for a sales
representative to build relationships with electronics stores. To
manufacture each XBox, it costs Microsoft $75 for material and $15
for packaging. Microsoft currently sells XBoxes to Best Buy at $180
each. Using the cost-plus pricing strategy, what price should
Microsoft charge Best Buy if Microsoft’s new target profit margin
is 75%?
a. |
87.38 |
|
b. |
436.88 |
|
c. |
873.75 |
|
d. |
187.25 |
|
e. |
410.87 |
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