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:

Property, Plant, and Equipment

The tangible long-lived assets used in the operations of a business, including land, buildings, machinery, and equipment.

Current Assets

Assets that a company expects to convert into cash or use up within one year or during its normal operating cycle, whichever is longer.

Income Statement

A financial statement that shows a company's revenues, expenses, and profits or losses over a specific period.

Revenues

Increases in assets from performing services or delivering products to customers.