Mikes Bike Rollover 5

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Rollover 5: Year 2015
Review of Previous Year’s Results (2014)
From the industry benchmark report for 2014, (appendix) between the year 2013 and 2014 our share value increased from 15.80 to 27.04 placing us ahead of everyone in our world. That is an increase of 172%. From out firm reports (appendix), our net income of 2,764,446 unfortunately fell short of our profit forecast. of 3,501,014. Even though our share holder’s value was the highest amongst our competitors, our profit before taxes was second to Bikes ‘R’Us by a total of $450,000. They had a profit of 4,339,987 while we only had a profit of 3,949,209. A part of the reason why our net income didn’t meet our forecasts and profit before taxes fell short of Bikes’R’Us is due to
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Our reasoning for such a significant increase was to give us the ability to have a lower volume of supplies, leaving more capacity for the new bike. Since we do not want high volume of sales for the mountain bike, we decided to eliminate all advertising and public relationship expenses for the mountain bikes.
For the youth bike we decided to keep the advertising expenditure at 2 million in order to raise the awareness of this new product line. This also helps establish a good market share in case competitors also decide to launch the youth bike. Since we have a low capacity for the bike, we also decided to increase the price from $370 to $400, resulting in an increase in gross margin. With this increase, we are still producing at a high yet relatively low volume.
Operations Decisions
We decided to decrease the price of mountain bike production from $134 per bike to $108. The difference of $26 for 11,000 units results in a saving of almost $300,000. In the meanwhile, we also decided to dump our finish goods inventory, incurring a loss of $175,000. We decided to increase our capacity from 20,000 to 27,500 and efficiency from 1,000,000 to 2,000,000. We want to avoid increasing capacity significantly in order to avoid low efficiency. At the same time we want to keep our wastage at a minimum. We reduced our retail margin for the bike and sports store to 20% while reducing the discount stores to 27%. These new retail margins

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