Precision Worldwide Inc. Case Study

547 Words3 Pages
The general manager of Precision Worldwide Inc. (PWI), Hans Thorborg, became aware that their competitor, Henri Poulenc, was introducing in France a plastic ring which was less costly to manufacture and perform better than their steel rings. There are many strategies being discussed by PWI’s upper management on how to best respond to their competitor’s move. No matter which strategy is best for them, their management team have decided to introduce their own version of a plastic ring to prevent their competitor from gaining market share. Additionally, they must decide when to introduce the plastic ring, where to market it, how to price it and what to do with their inventory of steel rings. One of the strategies being discussed is to sell only plastic rings. If that is the case, the remaining steel inventory will be considered as sunk cost. Also, all of the steel that cannot be sold even for scrap will be sunk cost for PWI. Hans should minimize their sunk cost by aggressively selling their steel rings. On the fixed overhead side, they could eliminate the variable overhead of their department or administrative cost by shutting down their steel rings operation or by not pursing to introduce plastic rings into the market. Hans should not make a decision of which strategy to pursue based on the overhead cost. He should base his decision on which alternative is most profitable. PWI has a large inventory of steel rings and special steel. Their dilemma is to sacrifice their inventory and introduce the plastic ring or wait until the inventory is reduced prior to introducing the plastic ring. The opportunity cost of diminishing their inventory prior to introducing the plastic ring is twofold. They may lose the competitor advantage by being late to introduce a plastic ring to their customers and they may delay taking advantage of the substantially lower cost of the plastic

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