Golden Star Winery produces midlevel wines consumed primarily

Golden Star Winery produces midlevel wines consumed primarily in North America. Given below is the projected income statement for the company for 2011.

Projected Income Statement (2011) Sales (100,000 cases at $7 per case)

 
$700,000

Cost of goods sold:

 
 

Materials

$180,000
 

Labor

$225,000
 

Fixed manufacturing expenses

$45,000
 

 

 
 

Administrative and selling expenses:

 
 

Delivery

$30,000
 

Commissions

$50,000
 

Advertising

$10,000
 

Travel

$5,000
 

Fixed administrative and selling expenses

$15,000
 

Total expenses

 
$560,000

Net income before taxes

 
$140,000

Create a report answering the following questions:

  • Complete the following table in a fully functional Microsoft Excel spreadsheet.

    Price
    Quantity
    Total Revenue
    Total Variable Cost
    Total Fixed Cost
    Total Cost
    Profit
    $8.00
    65,000
         
    $7.75
    75,000
         
    $7.50
    80,000
         
    $7.25
    90,000
         
    $7.00
    100,000
         
    $6.75
    115,000
         
    $6.50
    120,000
         
  • Using Excel, prepare a graph showing the breakeven point and any profit or loss at the current price of $7. Explain to the Golden Star management the implications of this analysis.
  • What is the elasticity coefficient for each price between $6.50 and $7.50? Is the demand elastic or inelastic at these points? How can this information be useful to management in its pricing and output decisions?
  • On the basis of your calculations and the information above, what recommendations would you make to Golden Star in terms of price and output levels?
    • Posted: 7 years ago
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