BP Cola Must Decide How Much Money to Allocate for New

question 26

Essay

BP Cola must decide how much money to allocate for new soda and traditional soda advertising over the coming year.The advertising budget is $10,000,000.Because BP wants to push its new sodas,at least one-half of the advertising budget is to be devoted to new soda advertising.However,at least $2,000,000 is to be spent on its traditional sodas.BP estimates that each dollar spent on traditional sodas will translate into 100 cans sold,whereas,because of the harder sell needed for new products,each dollar spent on new sodas will translate into 50 cans sold.​
To attract new customers,BP has lowered its profit margin on new sodas to 2 cents per can as compared to 4 cents per can for traditional sodas.How should BP allocate its advertising budget if it wants to maximize its profits while selling at least 750 million cans?

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Definitions:

Production Management

The process of planning, organizing, leading, and controlling the production of goods and services, focusing on efficient and effective production methods.

Final Customer

The end-user or consumer who purchases a product or service for their own use, as opposed to purchasing for resale or manufacturing purposes.

Non-financial Measures

Performance indicators not expressed in monetary units but qualitatively, such as customer satisfaction or employee engagement.

Operational Level

Pertains to day-to-day activities and decisions within an organization that ensure tasks and operations are performed efficiently.