Product Interdependency in New Product Decisions

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Product Interdependency in New Product Decisions
Glen L Urban
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SPRINTER recommended a price of $250/carton for the first three years and prices near $200/carton for the remaining seven years. The use of this pricing policy and the original advertising and distribution allocations improved profits greatly. The total discounted differential 14 profits attributable to the new product were increased to $10, 830^000. The price determination was very sensitive in this case and SPRINTER was able to improve profits 4. 8 million dollars by an optimal price determin...ation routine. Even at this profit, however, the product could not be adopted since there was le ss than the specified probability (ninety percent for acceptance) of making the minimum rate of return (fifteen percent) on the investment. The full power of the program was not exhausted at this point. SPRINTER proceeded to analyze the effects of varying the constraint levels. Enlarging the plant size increased profits, but would not produce a decision to accept the product. Increasing the sales force by one man did produce a decision to accept the new product.

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