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TURNER TEST PREP CO. CASE Overview: Jessica Turner is the founder and CEO of Turner Test Prep, a California company specializing in preparing people for the Certified Public Accountant (CPA) exam. In the Spring of 2003 she felt that she was not achieving market share and growing in the right direction. Alter three years of operation. Tumer had about 10 percent of the market and was facing fierce competition from her primary rival, National Testing Services. Jessica wanted to improve marketing and gain market share. 1. What is Jessica's break-even point? (3 points) Fixed Costs Professor Salaries for 1200 hours/year @ $75/hour Office Space @ S2000/month Utilities and Insurances @ S1000/month Printing @ $500/month Marketing @ S400/month Travel @ $200/month Total $ 90,000 $ 24, pp- $ 13000 $ 6000 $300 $200 $139,000 Variable Costs Materials @ $600/student $600.00 Selling Price per student slloo Number of Students Jessica Needs to break even? Break-Eyen Point - Total Fixed Costs/(Selling Price - Variable Costs) 279 student he need, 3 110o -8600 $500 She need 280 students the rest of the money its gonna go to profil How does Turner Test Prep overcome the competition from NTC? (8 points) NTC has the advantage of being a leader in test prep services and has proven through longevity and its high passage rates that it will help students succeed. NTC has the name brand recognition, the proven track record, and the reputation of being the program to take if a student wants to pass the CPA exam. This makes it difficult for Turner to compete, so Jessica needs to market her competitive advantages. What does Jessica need to do to showcase her strengths over NTC? She need that Because NTC boasts a higher overall pass rate For all Its-courses than any other test Prep Center in the Country. List at least four ideas and explain them in detail for a full credit. 3. How can Jessica achieve greater market share? (6 points) Market share definition from Investopedia.com The percentage of an industry or marker's total sales that is earned by a particular company over a specified time period. Jessica has been operating in a head to head struggle with NTC since she began the program. Not having the brand recognition and working against the market leader has made it extremely difficult to gain market share. What can Jessica do in addition to showcasing her strengths over NTC to increase her sales? List at least three ideas and explain them in detail for a full credit