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Birch Paper Case

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1. Which bid should Mr. Kenton accept?

Mr. Kenton should accept the low bid of the West Paper Company at $430 per thousand. He has an obligation to make the best business decisions for his division, which means taking the lowest legitimate and reasonable bid. By accepting the West bid, the division will save 10.4% compared to the bid of the Thompson division. If the Thompson bid were within a few dollars of the low bid, as the one from Eire Paper, it would be more reasonable to accept the bid.

Also, it is at least nominally the policy of the Birch Company to accept the lowest bid, since the vice president knows the Kenton will accept the lowest bid barring any outside intervention. It is also the policy of the company to expect that inter-division bids meet the going market rate. By rejecting the Thompson division bid, Mr. Kenton shows Mr. Brunner that he will abide by both policies, and that he won’t accept unreasonably high bids. Mr. Brunner will thus be more likely to make lower bids in the future.

2. Which bid is in the best interest of Birch Paper Company?

Although accepting the lowest bid would not be advantageous for the Thompson division, accepting the lowest bid is in best interest of the company. This case does not state the fixed costs that would become sunk costs if the Thompson division were to not produce the boxes, however, the division will not lose profit margin on boxes where production has not even started. Similarly, the Northern Division cannot afford to carry the cost burden of the mark up into sales. Mr. Kenton stated, “We sell in a very competitive market, where higher costs cannot be passed on.” Furthermore, the time, effort, and resources spent on box design by Northern Division has already been compensated (as stated on page 1). This voids Mr. Brunner’s claim that the markup was reasonable because of the development work (page

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