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pricing strategy case
Washburn Guitars: Using Break Even Points to Make Pricing Decisions
Washburn Guitar manufactures instruments in four categoriesâone-of-a-kind, batch custom, mass customized, and mass producedâand must set prices in each category that enable it to stay in business. Bill Abel, Washburnâs VP of sales, is responsible for setting the prices for the firmâs guitar lines. Looking at a new line whose suggested retail price is $349, Abel estimates elements of Washburnâs fixed and variable costs to project the likely break-even point and profit. You should calculate break-even points and profits under various conditions and assess the effects of moving two production facilities to a single new location.
To do this, you must first understand how to calculate the following:
Key terms and equations defined and explained in Chapter 13: Price (P), Total Revenue (TR), Total Cost (TC), Fixed Costs (FC), Variable Costs (VC), Unit Variable Costs (UVC), and Break-Even Point (BEP). Also, ask the following questions:
- How do you compute Unit Variable Cost (UVC)?
- How do you compute total cost (TC)?
- What is a break-even point? How do you calculate it?
- What is the profit equation?
Once you understand these cost equations, compute the break-even point for the new line of guitars if the retail price is (a) $349; (b) $389; and (c) $309. Also, (d) if Washburn achieves the sales target of 2,000 units at the $349 retail price, what will its profit be?
Assume that the merger with Parker leads to the cost reductions projected in the case. Show the (a) new break-even point at a $349 retail price for this line of guitars and (b) new profit if it sells 2,000 units.
Unit Learning Outcomes
Please review the following information about the pricing considerations for Washburn Guitars:
Background on Washburn Guitars
- Read the video case in the textbook on pages 367-368.( pictures of pages attached in case you don't have the book)
- Watch the Washburn Guitar case video: http://www.viddler.com/embed/ce85a490/?f=1&autoplay=0&player=full&disablebranding=0 (Links to an external site.)Links to an external site.
- Review the following online websites and articles:
- S. Music Aims for the âPerfect Experience,ââ Music Trades, July 2012
http://www.washburn.com/news/pdf/MusicTrades-US%20Music.pdf (Links to an external site.)Links to an external site.
- Washburn Guitars (business operations) Factory Tourhttps://www.youtube.com/watch?v=kXyM89SAQG (Links to an external site.)Links to an external site.
QUESTION TO ANSWER
Based on the information provided, put yourself in the position of a marketing consultant brought in to the company to critically examine the campaignâs ability to meet itsâ pricing objectives, and then formulate a set of well-developed and supported recommendations to the companyâs senior leadership team. The recommendation should be logically presented, well-supported, and thoroughly vetted.
Your response should integrate external resources 3 minimum, which should be consistent with APA writing style and format.