Video Concepts, Inc. (VCI) markets video equipment and film through a variety of
ID: 340774 • Letter: V
Question
Video Concepts, Inc. (VCI) markets video equipment and film through a variety of retail outlets. Presently, VCI is faced with a decision as to whether it should obtain the distribution rights to an unreleased film titled Touch of Orange. VCI estimates the total market for the film to be 100,000 units. VCI’s suggested retail price for the film (i.e., the price at which the retailer would sell the film to consumers) is $20 per unit. However, the company would need to sell the film to retailers at a price that ensured the retailers would be able to make a profit of 40%. Other data available are as follows:
Cost of distribution rights for film - $125,000
Cost of label design - $5,000
Cost of package design - $10,000
Cost of advertising - $35,000
Cost of reproduction (per copy) - $4.00
Cost of manufacture of labels and packaging (per copy) - $.50
Cost of royalties (per copy) - $.50
Answer the following questions:
What is the price at which VCI must sell to the retailers?
What is VCI’s unit contribution?
What is the break-even point in units?
Explanation / Answer
Req 1 VCI Price tp be sold to retailer: Retail price for the film: 20 Less: Mrk-up peecentage for retailer 4 ($ 20 *20%) Price at whichc VCI shall be sold to retailers 16 Req 2: Contribution margin per VCI sold: Selling price per unit 16 Less: Variable cost per VCI Cost of reproduction 4 Cost of manufacture of lable and packaging 0.5 Cost of royalties 0.5 Contribution margin per unit 11 Req 3: Break even in units: Fixed cost: Cost of distribution rights 125000 Cost of label design 5000 Cost of Packaging design 10000 Cost of advertising 35000 Total fixed cost 175000 Divide: Contribution per VCI 11 number of VCI to be sold at break even 15910 VCIs
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