Classic Knitwear Essay

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1 - What sales volume is required to break even on Classic Knitwear's 2-year marketing investment? Licensing fee - $100,000 (Year 1) (5% of net sales after Year 1) Licensing Fee2 = (N/2)*.05* gross margin (Assuming N is spread evenly) Salary = $255,000 per year (3 salary employees) $510,000 for two years Total Marketing Investment = $3 million for two years (In part Advertising = $1.2 million total for 2 years) Total Fixed Costs = $3,610,000 + Licensing Fee2 Average Manu Cost per case = $428.88 (5% off-invoice trade promotion) Average Manu Cost per case w trade promo = $407.44 (20% orders receive 10% advertising allowance) Average Manu Cost per case w trade promo and allowance = $364.55 Average cost for display [6 cases w promo inc] = ($407.44 * 6) + $100 = $2,544.64 Average cost for display [above with adv promo] = ($364.55 * 6) + 100 = $2,287.30 N = Total displays needed Total Fixed Costs + Licensing Fee2 = 0.80($886.56 * N) + 0.20($629.22 * N) + ($100 * N) = 709.248N + 125.844N + 100N $3,610,000 + [(0.05*7.05)/2] N = 935.092N $3,610,000 = 935.092N – 0.17625N $3,610,000 = 934.91575N N = 3,861.31, so 3,861 displays needed to break even (555,984 average amount of shirts) 2 - If Classic Knitwear implements all of Miller's marketing recommendations, what is the estimated demand for the new product line over the 2-year launch period? Remember that Miller's expectations when forecasting will be influenced by his prior experience. Tip a: Breakeven Point = Fixed Costs/(Unit Selling Price - Variable Costs). Tip b: Unit Contribution Margin = Unit Selling Price - Variable Costs. Tip c: You may use a software program like Goal Seek (MKTG 353) or download a free Excel template from Microsoft Segment = 100 million men 18.5% would consider buying 12.5% average awareness Potential buyers = 100,000,000*18.5%*12.5%=2,312,500 Average

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