Podcaster University Press is a small publishing company producing a range of introductory textbooks on a variety
Question:
Podcaster University Press is a small publishing company producing a range of introductory textbooks on a variety of academic subjects for first year undergraduate students. The company’s marketing department is considering reducing the selling price of textbooks to generate further sales and profit. The company’s textbooks currently retail at £30 each. Variable production costs are £10 per book and Podcaster University Press has annual fixed costs of £3,000,000. Current sales of textbooks are 200,000 per annum. The marketing department has forecast that a £5 reduction in the selling price of each textbook will boost annual sales to 275,000 books whereas decreasing the selling price to £21 would increase annual sales to 360,000 books.
Required
Using contribution analysis, evaluate the proposals of the marketing department and advise the company on whether the two proposals would be financially beneficial or not.
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Podcaster University Press Current profit selling 200000 textbooks at 30 each Contribution per book ...View the full answer
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