Alpha Step 1 At station 1 Step 2 At station 2 Step 3 At station 3 Step 4 At station 4 Product: Alpha $80/unit $10 Price: (10 min) (5 min) (15 min) (10 min) Demand: 200 units/wk Raw materials Bravo Step 1 At station 2 Step 2 At station 3 Product: Bravo Price: $10 $95/unit (20 min) (10 min) Demand: 250 units/wk Raw materials Charlie Step 1 At station 1 Step 2 At station 2 Step 3 At station 3 Step 4 At station 4 Product: Charlie Price: $90/unit $8 (5 min) (15 min) (5 min) (20 min) Demand: 150 units/wk Raw materials Delta Step 1 At station 1 Step 3 At station 3 Product: Delta Step 2 At station 2 Step 4 At station 4 $5 Price: $70/unit (20 min) (5 min) (10 min) (10 min) Demand: 225 units/wk Raw materials

Marketing
20th Edition
ISBN:9780357033791
Author:Pride, William M
Publisher:Pride, William M
Chapter19: Pricing Concepts
Section: Chapter Questions
Problem 6DRQ
icon
Related questions
icon
Concept explainers
Topic Video
Question

Cooper River Glass Works (CRGW) produces four different
models of desk lamps as shown in Figure 5.15. The opera-
tions manager knows that total monthly demand exceeds
the capacity available for production. Thus, she is inter-
ested in determining the product mix which will maximize
profits. Each model’s price, routing, processing times, and
material cost are provided in Figure 5.15. Demand next
month is estimated to be 200 units of model Alpha,
250 units of model Bravo, 150 units of model Charlie, and
225 units of model Delta. CRGW operates only one 8-hour
shift per day and is scheduled to work 20 days next month
(no overtime). Further, each station requires a 10 percent
capacity cushion.

a. Which station is the bottleneck?
b. Using the traditional method, which bases decisions
solely on a product’s contribution to profits and over-
head, what is the optimal product mix and what is the
overall profitability?
c. Using the bottleneck-based method, what is the optimal
product mix and what is the overall profitability?

Alpha
Step 1
At station 1
Step 2
At station 2
Step 3
At station 3
Step 4
At station 4
Product: Alpha
$80/unit
$10
Price:
(10 min)
(5 min)
(15 min)
(10 min)
Demand: 200 units/wk
Raw materials
Bravo
Step 1
At station 2
Step 2
At station 3
Product: Bravo
Price:
$10
$95/unit
(20 min)
(10 min)
Demand: 250 units/wk
Raw materials
Charlie
Step 1
At station 1
Step 2
At station 2
Step 3
At station 3
Step 4
At station 4
Product: Charlie
Price:
$90/unit
$8
(5 min)
(15 min)
(5 min)
(20 min)
Demand: 150 units/wk
Raw materials
Delta
Step 1
At station 1
Step 3
At station 3
Product: Delta
Step 2
At station 2
Step 4
At station 4
$5
Price:
$70/unit
(20 min)
(5 min)
(10 min)
(10 min)
Demand: 225 units/wk
Raw materials
Transcribed Image Text:Alpha Step 1 At station 1 Step 2 At station 2 Step 3 At station 3 Step 4 At station 4 Product: Alpha $80/unit $10 Price: (10 min) (5 min) (15 min) (10 min) Demand: 200 units/wk Raw materials Bravo Step 1 At station 2 Step 2 At station 3 Product: Bravo Price: $10 $95/unit (20 min) (10 min) Demand: 250 units/wk Raw materials Charlie Step 1 At station 1 Step 2 At station 2 Step 3 At station 3 Step 4 At station 4 Product: Charlie Price: $90/unit $8 (5 min) (15 min) (5 min) (20 min) Demand: 150 units/wk Raw materials Delta Step 1 At station 1 Step 3 At station 3 Product: Delta Step 2 At station 2 Step 4 At station 4 $5 Price: $70/unit (20 min) (5 min) (10 min) (10 min) Demand: 225 units/wk Raw materials
Expert Solution
trending now

Trending now

This is a popular solution!

steps

Step by step

Solved in 2 steps

Blurred answer
Knowledge Booster
Inventory management
Learn more about
Need a deep-dive on the concept behind this application? Look no further. Learn more about this topic, operations-management and related others by exploring similar questions and additional content below.
Similar questions
  • SEE MORE QUESTIONS
Recommended textbooks for you
Marketing
Marketing
Marketing
ISBN:
9780357033791
Author:
Pride, William M
Publisher:
South Western Educational Publishing
Purchasing and Supply Chain Management
Purchasing and Supply Chain Management
Operations Management
ISBN:
9781285869681
Author:
Robert M. Monczka, Robert B. Handfield, Larry C. Giunipero, James L. Patterson
Publisher:
Cengage Learning