Question: Joe Doe Electronics, an on - line electronics and computer equipment retailer, is considering opening a brick and mortar retail store. As a field test

Joe Doe Electronics, an on-line electronics and computer equipment retailer, is considering opening a brick and mortar
retail store. As a field test of this strategy, for 4 weeks, Joe Doe will rent space at a flea market location. During that
period, he will sell the companys best 27 wide screen LED monitors for $500 each. Joe Doe purchases the monitors
from a computer hardware wholesaler for $350 per unit.
The cost options for renting the flea market location, are:
Option 1 A fixed rental price of $2,500 per week OR
Option 2 A fixed rental charge of $1,000 per week plus $50 per unit sold.
Assume that Joe Doe Electronics will incur no other costs.
Required
(Note: for all computations, consider the selling price and cost of the monitor)
A. Compute the total breakeven in sales units for selling the monitors from the flea market for the 4 weeks, under (a)
Option 1 and (b) Option 2.
B. Under each option, Option A and Option B, determine the level of unit sales and total sales dollars, the electronics
store needs to generate profit of $12,500 for the 4 weeks.
C. At what level of unit sales would Joe Doe be indifferent to two cost options for renting the flea market space for the
4 weeks.
D. Compute the degree of operating leverage at sales of 100 units for each flea market cost option (a) Option 1 and (b)
Option 2.

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