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Wilkerson Co Case

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Wilkerson Company Analysis
June 30th, 2014

1. If Wilkerson were to cut prices, based on contribution margin, to just cover short-term variable costs, what consequences could it experience?
Contribution margin-based pricing attempts to maximize profit generated from the sale of each unit of product by maximizing the difference between that product’s price and variable costs, or contribution margin. Under this pricing strategy, only variable costs, which increase with a higher sales volume and decrease with a lower sales volume, are considered; fixed costs are assumed to be constant over a range of sales levels and are thereby not factored in when determining prices. Since Wilkerson manufactures and sells three different products, we can use a sales-mix approach break-even analysis to determine the effect that this strategy would have on the company’s sales. In our analysis, we have assumed constant fixed costs and sales mix.

Using the predetermined sales mix (calculated by individual product sales as a percentage of total sales) presented in Wilkerson’s operating results and statistics, we are able to calculate a weighted combined contribution margin of 66.12% and fixed costs of $1,365,650 (shown above). This yields a break-even sales revenue of $1,365,650/66.12%=$2,065,387 (see below).

Using the sales mix, we can calculate break-even sales units and sales revenue for each product:

Based on the break-even operating results above, Wilkerson’s sales revenue will be 4.05% lower if the company were to sell enough units to break even ($0 operating income). Proportionally, if Wilkerson decreases its prices to just cover short term variable costs, prices would also decrease by 4.05% in accordance with the decrease in sales.

This strategy, which can yield some insights about the behavior of variable costs, may also generate a number of internal and

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