What should the owners of the star do in the long run

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Reference no: EM133658707

Assignment

Textbook: Ferrell, O.C., & Hartline, M. D. (2017). Marketing strategy: Text and cases (7th ed.) SouthWestern/Cengage Learning.

General Instructions

The El Dorado Star is the only newspaper in El Dorado, New Mexico. Certainly, the Star competes with The Wall Street Journal, USA Today, and the New York Times for national news reporting, but the Star offers readers stories of local interest, such as local news, weather, high-school sporting events, and so on. The El Dorado Star faces the revenue and cost schedules shown in the spreadsheet that follows:

A template for the spreadsheet is provided in the Course Materials. You may download my template or create your own. Since we are using dollars and cents, be sure to go out two decimal places on your calculations. Add columns to show, respectively, marginal cost (MC), marginal revenue (MR), and total profit.

Your spreadsheet must include formulas showing how you arrived at the calculations. As an alternative, you may also submit a document showing your step-by-step calculations for each of the cells. You will not receive credit if you do not show your work using one of these two methods.

Use the spreadsheet to answer questions A-F. Explain, in detail, how you arrived at your answers to these questions.

Number of Newspapers per day (Q)	Total Revenue (Including advertising revenues) per day (TR)	Total Cost Per Day (TC)
0	0	2500
1000	4000	2600
2000	5000	2700
3000	5500	2860
4000	5750	3020
5000	5950	3200
6000	6125	3390
7000	6225	3590
8000	6125	3810
9000	5975	4050

A. What price should the manager of the EI Dorado Star charge? How many papers should be sold daily to maximize profit?

B. At the price and output level you answered in the previous question, is the EI Dorado Star making the greatest possible amount of total revenue? Is this what you expected? Explain why or why not.

C. Use the appropriate formulas to create two new columns (7 and 8) for total profit and profit margin, respectively. What is the maximum profit the EI Dorado Star can earn? What is the maximum possible profit margin? Are profit and profit margin maximized at the same point on demand?

D. What is the total fixed cost for the El Dorado Star? Explain how you arrived at this conclusion.

E. Create a new spreadsheet in which total fixed cost increases to $5,000. What price should the manager charge? How many papers should be sold in the short run?

F. What should the owners of the Star do in the long run? Should they produce or shut-down? How do we know?

G. Dell Computer Corp., the world's largest personal-computer maker, is keenly aware of everything its rival PC manufacturers decide to do. Explain why Dell usually reacts more quickly and more substantially to pricing, product design, and advertising decisions made by Hewlett-Packard and Gateway than when these same types of decisions are made by Apple Computer.

H. Two firms, Small and Large, compete by price. Each can choose either a low price or a high price. The following payoff table shows the profit (in thousands of dollars) each firm would earn in each of the four possible decision situations:

		Small
		Low Price	High Price
Large	Low Price	$1000 $500	$375, $250
	High Price	$550, - $100	$575, - $200

1. Is there a dominant strategy for Small? If so, what is it? Why?
2. Is there a dominant strategy for Large? If so, what is it? Why?
3. What is the likely pair of decisions? What payoff will each receive?

Reference no: EM133658707

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