Cougar Consulting
Memo
To: Carter Blakely
From: Charles Johnson of Cougar Consulting
Date: 3/15/2011
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Re: Fill Rate for 10 ounce bottles of Linatol
Introduction
Lorex Pharmaceuticals recently gained FDA approval to market and sell a new product called Linatol. This memo will address the need to select a target amount to which each 10-ounce bottle of Linatol will be filled. The analysis of several target fill rates was conducted to determine the one that maximizes the contribution per case, therefore generating the maximum revenue for Lorex Pharmaceuticals. This ideal fill rate will allow more bottles to be sold at the full retail price of $186 and limit the under filled
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For each target fill rate the proportion of bottles filled correctly had to be determined. This calculation provides a breakdown between cases that can be sold for the full amount of $186 and cases that are designated as seconds, which are sold for 80% of the full price or $148.80. Revenue per case grows continuously as the target fill rate increases. From the blending costs which include $67,662 of active ingredient per 5000 liters, and blending labor of $432 per 5000 liter batch the cost per ounce of medication is approximately $0.40. This provides input for the active ingredient cost. Based on the labor cost of $8.50 per hour at 12 cases per hour, the input for rework cost per case is approximately $0.70 per case. Contribution per case is derived from the revenue minus the costs. The contribution per case is the performance criteria that our decision is based upon. Results
A balance between revenue and cost is seen at a target fill rate of 10.4 ounces per bottle. The revenue per case is greater when the bottles are filled to 10.5 ounces; however the resulting increase in the active ingredient cost produces a lower contribution per case. The recommendation is to use a target fill rate of 10.4 ounces per bottle. Initially there will be an increased cost of active ingredients but in the long
There is more adequate to use different method for calculation. Materials budget based on mashing not number of bottles. In January there is 2 mashing per month, but since February until June is 3 each month.
The product cost per unit under absorption costing is $15.00 and under variable costing are 10.60.
6. How does the current reimbursement level of $140,000 per case affect a decision to use or not use marginal cost pricing? Does the amount of excess capacity affect the decision? Why?
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Breakeven Analysis for Product Tylenol Approach 1 - Same price as Tylenol Approach 2a - Cheaper than Tylenol Approach 2b - Cheaper w/lowered trade cost $ $ $ $ Unit Cost (Variable Cost) 0.60 0.60 0.60 0.60 Trade Cost (Selling Price to Retailers) $ 1.69 $ 1.69 $ 1.05 $ 0.70 Fixed Cost (Advertising) 2,000,000 6,000,000 6,000,000 6,000,000 Break-Even Quantity [Fixed Cost/(Trade Cost-Unit Cost)] 1,834,862 5,504,587 13,333,333 60,000,000 Contribution Margin (Unit) 64% 64% 43% 14%
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Once again, I took a bottle and Gene and I entered and found the manager up on the 2nd floor. As we approached the manager’s desk, he looked up and said “What can I do for you?” Because my last sales approach with Emma had worked, I handed him a bottle and said, “I have a product that I think you would be interested in.” He took the product in his hands and looked at it - again that quiet, silent moment that seemed like an eternity, and said something much different than Emma, “Why would I be interested in this product?” I quickly thought of Gene’s story so I related it to him. He thought some more and finally said, “I will take a gross.” 144 went through my mind and I knew that we only had 24 left. That is the only time in my life that I ever reduced somebody’s order as I said, “Would you settle for 24 bottles?” He agreed, so Gene went out and grabbed the additional 23 bottles. The manager wrote us a check, found a spot on the shelves next to the candy and placed them there. We were ecstatic - 2 stores and 2 sales. What a successful day! We hurried home and put the family members back to work in producing more capsules by hand. It quickly dawned on me that at $1.15 we would never make a profit to pay for the labor that it too so we readjusted the price. A week later, Gene and I went to the health food store, and found that one had already sold. We then
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