The Super Cola Company Must Decide Whether or Not to Introduce

question 37

Essay

The Super Cola Company must decide whether or not to introduce a new diet soft drink. Management feels that if it does introduce the diet soda it will yield a profit of $1 million if sales are around 100 million, a profit of $200,000 if sales are around 50 million, or it will lose $2 million if sales are only around 1 million bottles. If Super Cola does not market the new diet soda, it will suffer a loss of $400,000.
a.
Construct a payoff table for this problem.
b.
Construct a regret table for this problem.
c.
Should Super Cola introduce the soda if the company: (1) is conservative; (2) is optimistic; (3) wants to minimize its maximum disappointment?
d.
An internal marketing research study has found P(100 million in sales) = 1/3; P(50 million in sales) = 1/2; P(1 million in sales) = 1/6. Should Super Cola introduce the new diet soda?
e.
A consulting firm can perform a more thorough study for $275,000. Should management have this study performed?

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Definitions:

Nonprofit Organization

An organization dedicated to furthering a particular social cause or advocating for a shared point of view, operating without the goal of profit.

Consolidated Financial Statements

Financial statements that combine the accounts of the parent company with those of its subsidiaries, presenting the financial position and results of operations of the group as a single entity.

Subsidiary's Share Capital

The amount of money that a subsidiary has received from shareholders in exchange for shares of stock.

Non-Controlling Interest (NCI)

A portion of the equity in a subsidiary not owned by the parent company, representing the minority shareholders' interest in the company's net assets.