Minden Company introduced a new product last year for which it is trying to find an optimal selling price. Marketing studies suggest that the company can increase sales by 5,000 units for each $2 reduction in the selling price. The company’s present selling price is $93 per unit, and variable expenses are $63 per unit. Fixed expenses are $830,700 per year. The present annual sales volume (at the $93 selling price) is 25,500 units. Required:
1. What is the present yearly net operating income or loss?
2. What is the present break-even point in unit sales and in dollar sales?
3. Assuming that the marketing studies are correct, what is the maximum annual profit that the company can earn? At how many units and at what selling price per unit would the company generate this profit?

1. The present yearly net operating loss is $65,700

2. Break even point in unit sales is 27,690 units, in dollars sales $2,575,170.00

3. The maximum annual profit that the company can earn is $23,300, at 30,500 units with a selling price per unit of $91

Explanation:

At breakeven point, the cost and revenue of the company are same such that the company neither a profit nor a loss. Operating profit or loss is the difference between the revenue and the cost of the company.

The cost of the company usually consist of the fixed and variable elements.

Given that the company’s present selling price is $93 per unit, and variable expenses are $63 per unit. Fixed expenses are $830,700 per year with present annual sales volume (at the $93 selling price) is 25,500 units

Hence the operating profit or (loss)

= $93 * 25,500 - ($63 * 25,500 + $830,700)

= $765,000 - $830,700

= ($65,700)

A loss of $65,700

Break even point in unit sales = Fixed costs / (Selling price per unit – Variable cost per unit)

= $830,700 / ($93 - $63)

= $830,700 / $30

= 27,690 units

In dollar sales

= $93 * 27,690

= $2,575,170.00

if the marketing studies are correct then the new selling price per unit will be

= $93 - $2

= $91

The units sold will be

= 5000 +  25,500

= 30,500 units

The maximum profit to be made

= $91 * 30,500 - ($63 * 30,500 + $830,700)

= $854,000 - $830,700

= $23,300

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