Karges Coffee Inc. manufactures a line of single-cup brewing
machines for home and office use that brew a cup of coffee, tea, or
hot chocolate in less than a minute. The machines use specially
packaged portions of coffee, tea, or hot chocolate that can be
purchased online directly from Karges or at specialty coffee shops
licensed to distribute the company’s products. The appeal of the
brewing machines is twofold. First, they offer a high level of
convenience. The use of prepackaged coffee servings means no
grinding of coffee beans and no mess. Also, the brewing machines
have a water reservoir that for some models is large enough to make
up to 20 cups of coffee. Second, the taste of each cup of coffee,
tea, or hot chocolate is very consistent. The brewers’ pressurized
system uses the same amount of water for each cup, and the airtight
seal used in the individual portions keeps the product fresh.
The company has three models of brewers that offer different
features, such as the size of the water reservoir, the number of
brewing sizes, and the types of filtering devices used in the
machine. Data from the most recent fiscal year for the three models
are shown below:
Model Home Brewer Office Basic Office Deluxe Sales volume (units)
12,000 30,000 6,000
Unit selling price $ 150 $ 200 $ 300
Variable cost per unit 120 140 180
Contribution margin per unit $ 30 $ 60 $ 120
Fixed costs are $1,500,000 per year. The company has no work in
process or finished goods inventories. The company is facing
increased levels of competition from manufacturers using similar
brewing technologies and believes there is no room for any
increases in unit selling prices.
Required:
a. Calculate the company’s overall break-even point in sales
dollars and in units. b. Calculate the overall sales dollars
required to earn a target profit of $1,500,000 (ignore taxes).
Assume the sales mix does not change. c. Calculate the i. Sales
dollars required for each product at the overall break-even level
of sales calculated in (1) above. ii. Unit sales of each product at
the overall break-even level of sales units calculated in (1)
above. d. What impact would doubling the number of Office Basic
units sold next year have on the overall break-even point in sales
dollars? Assume that there will be no changes to the Home Brewer or
Office Deluxe unit sales, that unit selling prices and variable
costs will remain the same for each model, and that total fixed
costs will be unchanged. e. The company is considering a new
advertising campaign to raise overall consumer awareness of the
product offerings. The total cost of the yearlong campaign would be
$180,000. By how much would unit sales need to increase overall for
the company to be able to justify the new campaign? How many units
of each product must be sold to justify the new campaign? Assume no
change to the current product mix. f. Suppose that instead of being
designed to increase total sales volume, the new $180,000
advertising campaign will focus on getting customers who would have
purchased the Office Basic model to buy the Office Deluxe model
instead. To justify the cost of the new advertising, how many
customers must purchase the Deluxe model instead of the Basic
model? Assume that the new advertising campaign will have no impact
on sales of the Home Brewer model. g. The company is considering
adding a new product to its line of brewers targeted at the
office-use market. The new brewer, the Office Plus, would sell for
$250 per unit and would have variable unit costs of $160.
Introducing the new model would increase fixed costs by $102,000
annually and would reduce annual unit sales of the Office Basic and
Office Deluxe models by 10% each. Assuming no change to the sales
of the Home Brewer model, how many units of the Office Plus model
would need to be sold to justify its addition to the product line
next year?
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Karges Coffee Inc. | |||||
Answer a | Home | Office Basic | Office Deluxe | Total | Note |
Units sold | 12,000.00 | 30,000.00 | 6,000.00 | A | |
Unit selling price | 150.00 | 200.00 | 300.00 | B | |
Sales Value | 1,800,000.00 | 6,000,000.00 | 1,800,000.00 | 9,600,000.00 | C=A*B |
Sales Mix | 18.75% | 62.50% | 18.75% | D= Sales value of particular product/ Total Sales Value | |
Variable cost per unit | 120.00 | 140.00 | 180.00 | E | |
Contribution margin | 30.00 | 60.00 | 120.00 | F=B-E | |
Contribution margin % | 20.00% | 30.00% | 40.00% | G=F/B | |
Weighted Contribution % | 3.75% | 18.75% | 7.50% | 30.00% | H=G*D |
Fixed Costs | 1,500,000.00 | I | |||
Breakeven point $ | 5,000,000.00 | J=I/H | |||
Breakeven point product wise ($) | 937,500.00 | 3,125,000.00 | 937,500.00 | 5,000,000.00 | K=J*D |
Breakeven point product wise (units) | 6,250.00 | 15,625.00 | 3,125.00 | 25,000.00 | L=K/B |
Answer b | Total | ||||
Fixed Costs | 1,500,000.00 | See I | |||
Target profit | 1,500,000.00 | M | |||
Desired Contribution | 3,000,000.00 | N=I+M | |||
Weighted Contribution % | 30.00% | See H | |||
Overall sales dollars required | 10,000,000.00 | O=N/H | |||
Answer c i | |||||
Sales dollars required for each product at the overall break-even level of sales calculated in (1) above | |||||
See Answer a | |||||
Breakeven point product wise ($) | 937,500.00 | 3,125,000.00 | 937,500.00 | See K | |
Answer c ii | |||||
Unit sales of each product at the overall break-even level of sales units calculated in (1) above | |||||
See Answer a | |||||
Breakeven point product wise (units) | 6,250.00 | 15,625.00 | 3,125.00 | See L | |
Karges Coffee Inc. manufactures a line of single-cup brewing machines for home and office use that...
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