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LusterLast®: Business Year 2019
Last year the company elected to hire a sales force. And, while sales appeared to be good, management wants Ashanti to investigate, which means, of course, that you will investigate.
You are provided with the following data. Your boss wants you to provide her figures on:
LusterLast® Stats
Annual Sales Expenses ($)
Annual Sales
($)
Units Sold (#)
Annual Commissions ($)
Salaries
Bonuses
3,525,000
23,500,000
4,079,861
2,350,000
7,050,000
235,000
Industry Data
Sales Potential ($)
Product Category Volume (%)
All Commodity Volume (%)
350,000,000
23
87
Use your contribution margin from the previous year if necessary. Submit your spreadsheet through the designated drop box. And, this time, instead of providing just commentary, also provide a graph illustrating two relationships you believe are essential and briefly explain your rationale.
Market Sales Revenue ($)
175,000,000
Unit Revenue Sales ($)
Market Share
67
Total Population
Luster Last Purchasers
15,000,000
Market penetration
4%
Total Shampoo con.
105,000,000
LusterLast purchaser
Brand penetration
14%
Margin %
-105.7
Unit margin
-6.09
Contribution margin
-17,298,610
Contribution per unit
-4.24
Channel margin
-5,797,483.09
Marketing as a percentage of sales
10%
extra note red corner
Amount
percent to sales
Company net loss
Luster Lash Purchasers
15000000
Retention Rate
0.9
Luster Lash Purchasers (retained)
13500000
Unit Selling Price
5.76
Total Sales($)
77760000
100.00%
Less: Discount
7776000
0.01
1.00%
Net Sales
76982400
99.00%
Variable Cost
10
135000000
173.61%
Negative Margin
-58017600
-74.61%
Less: Acqusition Spending
17250000
22.18%
Net Loss
-75267600
-96.79%
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