Problem Solving Workshop #2
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The company plans to produce a bag for ski boots
and chooses between targeted and mass marketing. Target marketing would target buyers of new ski boots. In this case, bags of different colors to match the color of the boots are required.
With mass marketing, it is proposed to issue one-color bags,
which reduces the cost of their manufacture, and therefore,
and prices. However, mass marketing is costly.
for distribution (requires more agents)
and promotion (the set of consumers is not homogeneous and less concentrated).
Determine which decision the firm should be inclined to, if it has the following data:
Indicator Unit of measurement Target marketing Mass marketing
Production costs per unit Rub./unit. 400 350
Distribution costs per unit Rub./unit. 100 123
The total cost of promotion Tych. Rub. 1200 5000
Price RUB/unit 800 700
Overhead costs Rub. 60000 9000
Market capacity Pers. 45000 500000
Probability of buying 0.8 0.3
Market share of the firm 0.5 0.2
and chooses between targeted and mass marketing. Target marketing would target buyers of new ski boots. In this case, bags of different colors to match the color of the boots are required.
With mass marketing, it is proposed to issue one-color bags,
which reduces the cost of their manufacture, and therefore,
and prices. However, mass marketing is costly.
for distribution (requires more agents)
and promotion (the set of consumers is not homogeneous and less concentrated).
Determine which decision the firm should be inclined to, if it has the following data:
Indicator Unit of measurement Target marketing Mass marketing
Production costs per unit Rub./unit. 400 350
Distribution costs per unit Rub./unit. 100 123
The total cost of promotion Tych. Rub. 1200 5000
Price RUB/unit 800 700
Overhead costs Rub. 60000 9000
Market capacity Pers. 45000 500000
Probability of buying 0.8 0.3
Market share of the firm 0.5 0.2
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