Gulf Coast Chemical Company produces three products: ethylene, butane, and ester. Each of these products has high demand in the market, and Gulf Coast Chemical is able to sell as much as it can produce of all three. The reaction operation is a bottleneck in the process and is running at 100% of capacity. Gulf Coast wants to improve chemical operation profitability. The variable conversion cost is $8 per process hour. The fixed cost is $990,000. In addition, the cost analyst was able to determine the following information about the three products:

The reaction operation is part of the total process for each of these three products. Thus, for example, 0.8 of the 3 hours required to process Ethylene are associated with the reactor.

Instructions
1. Determine the unit contribution margin for each product.
2. Provide an analysis to determine the relative product profitabilities, assuming that the reactor is a bottleneck.
3. Assume that management wishes to improve profitability by increasing prices on selected products. At what price would Ethylene and Ester need to be offered in order to produce the same relative profitability as Butane?