CORPORATE FINANCE- ACCESS >C<
12th Edition
ISBN: 9781307447248
Author: Ross
Publisher: MCG/CREATE
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Chapter 7, Problem 8QAP
Summary Introduction
Adequate information:
Percentage of success if the firm goes to market directly = 55%
Cost of customer segment research = $875,000
Present value payoff = $7.5 million
Discount rate = 13%
To calculate: Should the firm conduct customer segment research or go directly to the market?
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C&D has a new baby powder ready to market. If the firm goes directly to the marketwith the product, there is only a 60 percent chance of success. However, the firm can conduct customer segment research, which will take a year and cost $550,000. By going through research, B&B will be able to better target potential customers and will increase the probability of success to 75 percent. If successful, the baby powder will bring a present value profit (at time of initial selling) of $26 million. If unsuccessful, the present value profit is only $4.2 million. Should the firm conduct customer segment research or go directly to market? The appropriate discount rate is 12 percent.
answer on an excel file
B&B has a new baby powder ready to market. If the firm goes directly to the market with
the product, there is only a 55 percent chance of success. However, the firm can
conduct customer segment research, which will take a year and cost $1.18 million. By
going through research, the company will be able to better target potential customers
and will increase the probability of success to 70 percent. If successful, the baby powder
will bring a present value profit (at time of initial selling) of $18.8 million. If unsuccessful,
the present value payoff is only $5.8 million. The appropriate discount rate is 15 percent.
Calculate the NPV for the firm if it goes to market immediately and if it conducts
customer segment research. (Do not round intermediate calculations and enter your
answers in dollars, not millions of dollars, rounded to 2 decimal places, e.g.,
1,234,567.89.)
Gidget has a new widget to bring to market. If the firm goes directly to market with the product, there is a 60% chance of success. However, the firm can conduct customer segment research, which will take a year and cost $5,000,000. By going through research, the company can better target potential customers and increase the probability of success to 75%. If successful, the widget will bring a present value profit (at the time of initial selling) of $90 million. If unsuccessful, the present value profit is only $15 million. The appropriate discount rate is 10%.
Calculate the NPV for conducting customer segment research. (Enter whole numbers, e.g. 5 million should be 5,000,000)
Chapter 7 Solutions
CORPORATE FINANCE- ACCESS >C<
Ch. 7 - Forecasting Risk What is forecasting risk? In...Ch. 7 - Sensitivity Analysis and Scenario Analysis What is...Ch. 7 - Prob. 3CQCh. 7 - Break-Even Point As a shareholder of a firm that...Ch. 7 - Prob. 5CQCh. 7 - Real Options Why does traditional NPV analysis...Ch. 7 - Real Options The Mango Republic has just...Ch. 7 - Prob. 8CQCh. 7 - Prob. 9CQCh. 7 - Project Analysis You are discussing a project...
Ch. 7 - Sensitivity Analysis and Break-Even Point We are...Ch. 7 - Prob. 2QAPCh. 7 - Prob. 3QAPCh. 7 - Prob. 4QAPCh. 7 - Prob. 5QAPCh. 7 - Prob. 6QAPCh. 7 - Prob. 7QAPCh. 7 - Prob. 8QAPCh. 7 - Prob. 9QAPCh. 7 - Prob. 10QAPCh. 7 - Prob. 11QAPCh. 7 - Prob. 12QAPCh. 7 - Prob. 13QAPCh. 7 - Prob. 14QAPCh. 7 - Prob. 15QAPCh. 7 - Prob. 16QAPCh. 7 - Prob. 17QAPCh. 7 - Prob. 18QAPCh. 7 - Prob. 19QAPCh. 7 - Prob. 20QAPCh. 7 - Prob. 21QAPCh. 7 - Prob. 22QAPCh. 7 - Prob. 23QAPCh. 7 - Prob. 24QAPCh. 7 - Prob. 25QAPCh. 7 - Prob. 26QAPCh. 7 - Prob. 28QAPCh. 7 - Prob. 29QAPCh. 7 - Prob. 30QAP
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