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?

---

Definitions:

Construction Costs

Expenses incurred during the building of a structure or infrastructure, including materials, labor, and other related costs.

Title Investigation

The process of researching the history and ownership of a property to ensure it is free of liens, disputes, and legal issues.

Capitalized Interest

Interest that is added to the cost of a long-term asset, rather than being expensed immediately.

GAAP

Generally Accepted Accounting Principles (GAAP) are a set of accounting standards and principles designed to ensure consistency in financial reporting.