From the Clique Pens case study. I have provided my Excel workbook that the answers will be derived from.

a.Which scenario increased Clique's gross margin?

b.Which scenario increased Cliques market share?

c.Does Staples grow or lose under the test scenario?

Excel File Edit View Insert Format Tools Data Window Help C $ 7 ) 30% Wed 8:11 AM AutoSave OFF The_Clique_Pen - Saved to my Mac Home Insert Draw Page Layout Formulas Data Review View PHStat Tell me Share Comments Calibri (Body) 12 AA ab General Insert v Delete Paste BIUV MVA $ ~ % " Conditional Format Cell Sort & Find & Ideas Sensitivity Formatting as Table Styles Format v Filter Select D20 X V fx B C D E G H K 2 Year 2010 2011 2012 2013 The Staple Test Sales 1632 1784 1899 1945 Old Price - NO Allowance Old Price - Allowance New Price- 10% off + NO Allowance New Price- 10% off + Allowance EBITDA 347 401 441 465 1.97 1.97 1.78 1.78 Clique Division Sales 1.97 1.97 1.90 1.90 6 Sales 154 176 181 187 Wholesale price 0.94 0.94 0.91 0.91 7 Gross profit 65 69 65 57 Volume allowance 0% 5.5% 0% 5.5% 8 Gross profit margin 42% 39% 36% 36% Warehouse allowance 0% 3% 0% 3% 9 Trade allowances, %of sales 9% 9.6% 10.1% 10.3% Stocking fee 0% 1.5% 0% 1.5% 10 Consumer promo and advertising, % of sales 8% 8% 7.5% 7.4% COGS (cost of the set delivered) 0.46 0.51 0.46 0.51 11 COGS 89 107 116 120 Unit gross profit 0.48 0.43 0.45 0.40 12 Unit gross profit margin 0.51 0.46 0.49 0.44 13 Consumer-Oriented MDF Retailer markups 0.52 0.52 0.52 0.52 14 2014 Chen 2014 McMillan 15 Sales 196.35 170.17 16 Gross profit 74.61 4.6 7 Gross profit margin 38% 38% Sale +5% Sale -9% 18 Margin +2% Margin +2% 19 20 Retailer-Oriented MDF 21 2014 McMillan 22 Sale 190.74 23 Gross profit 69.35 24 Gross profit margin 36% 25 Assume a 2% increase in market share will result in a 2% increase in sales 26 27 28 29 30 Sheet1 Sheet2 + e 4 of 93% O 5,720 28 Ai w X