Electronic Component Company (ECC) Is a Producer of High-End Video

question 11

Multiple Choice

Electronic Component Company (ECC) is a producer of high-end video and music equipment. ECC currently sells its top of the line "ECC" video player for a price of $250. It costs ECC $210 to make the player. ECC's main competitor is coming to market with a new video player that will sell for a price of $220. ECC feels that it must reduce its price to $220 in order to compete. The sales and marketing department of ECC believes the reduced price will cause sales to increase by 15%. ECC currently sells 200,000 video players per year.
Assuming sales and marketing are not correct in their estimation and the volume of sales is not changed and ECC meets the competitive price, what is the target cost if ECC wants to maintain its same income level?

• A) $210.
• B) $200.
• C) $190.
• D) $180.

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Definitions:

Accounts Payable

Liabilities or money owed by a business to its suppliers or creditors for goods or services received.

Price-Earnings Ratio

A valuation ratio of a company's current share price compared to its per-share earnings.

Market Price

The present rate at which a service or asset is available for purchase or sale in a market.

Earnings per Share

A financial ratio that measures the amount of a company's net income that is theoretically available for payment to holders of its common stock.