Saint Leo University MBA565 Final exam

1. “Listen, elasticity
is important,” said the director of the aquarium, “but we borrowed $21.6
million (for 20 years, other fixed costs are $10,000 per month; total fixed
costs per month are $100,000) to build the aquarium last year. We need to set
a price of $16 to be able to pay our debt since variable costs are four
dollars per person, and we use a standard markup of 300% of variable costs
(current price is $12). I’ve already reduced my promotion budget to pay the
debt. If last month’s attendance is any indication (only 10,000 customers),
we will have to raise prices and maybe eliminate promotion. We can estimate
elasticity when the debt is paid, although I don’t think it is important
since we are the only aquarium within 150 miles. Furthermore, there are 4,000,000
people in the metropolitan area. If 50% of them visited the aquarium once (at
$16 per person), we could pay off our debt immediately.”

Do you agree or disagree with the director’s approach? Explain.

Note: The aquarium is open 30 days per month, eight hours per day. Do not
limit your answer to price alone.

Secondary data (comparable city’s aquarium)

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2.Buzz can be created
in a variety of ways, for example, advertising. Explain how advertising can
be used to generate buzz. What are some of the dangers of this method?
(Points : 100)

3.Corben Inc. has a
successful brand with the name Crunz. The market size in which Crunz competes
is $4 billion, and Crunz has generated sales of $400 million. It has a
contribution margin of 30% and annual fixed costs of $20 million. Corben
Inc. is thinking of introducing a new brand under the name of Zaturn. Zaturn
will compete in the same market as Crunz. The annual fixed costs for this
brand are expected to be $40 million.

If it is launched, Zaturn will capture 10% of the market. It has a
contribution margin of 40%. Half of the sales of Zaturn will be cannibalized
from the sales of Crunz. An alternative strategy for Corben Inc. is to cancel
the introduction of Zaturn and instead to spend the $40 million (on an annual
basis) to promote Crunz. This action is expected to increase the sales for
Crunz by 50%. Both brands (Cruz and Zaturn) sell at the same price.

Where should the company spend the $40 million and why? Show
all calculations!(Points : 100)