Augustine Medical, Inc. Case Analysis Research Proposal

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First year contribution

Heater/Blower Contribution (1,401,955) +

Blanket Contribution (x1000) (16,908)=

System Contribution

Price (discounted) - Direct Costs

729,396.5-535,420

11,835.6-1,197.6

Breakeven in systems (units)

B/E Units (year one) = 799 units

Fixed Cost ($500,000) / System Contribution = 2.44

2) $1,499 for the blower and $20 for the blanket

This is a variable pricing strategy as it considers the costs incurred in the production and distribution of the Bair Hugger Patient Warming System

First year contribution

Heater/Blower Contribution (2,112,091) +

Blanket Contribution (x1000) (28,180)=

System Contribution

Price (discounted) - Direct Costs

1,478,463.7-535,420

Breakeven in systems (units)

B/E Units (year one) = 439 units

Fixed Cost ($500,000) / System Contribution = 0.52

3) $3,995 for the blower and $22 for the blanket

This a skimming pricing strategy as it implements a significantly higher price than the competition.

First year contribution

Heater/Blower Contribution (5,628,955) +

Blanket Contribution (x1000) (28,180)=

System Contribution

Price (discounted) - Direct Costs

3,940,268.5-535,420

Breakeven in systems (units)

B/E Units (year one) = 138 units

Fixed Cost ($500,000) / System Contribution = 0.14

5. Recommended Strategy

The first strategy aims to attract as many customers as possible by providing the product at a lower price than the competition. The third strategy is just the opposite of the first one in the meaning that it implements high retail price, with the aim of ensuring quick revenues. Aside these obvious benefits, each of the two alternatives presents limitations. The penetration pricing strategy stands the risks of generating large amounts of sales at an unsustainable retail price.

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On the other hand, the skimming pricing strategy may throw off the potential buyers through the high retail price.

A specification that must hereby be made is that both skimming and penetration pricing strategies are used in the incipient stages of market entering. They are both designed to serve specific purposes, but in the long run, they are not viable and must be replaced with a more stable pricing strategy. This is generally the variable pricing strategy, in which the retail price is set based on the costs incurred in the manufacturing and distribution of the respective item. This is the most stable approach to setting the price mostly since changes only occur when the costs incurred become modified. Therefore, Augustine Medical should implement the second alternative, with the retail price of the blower of $1,499 and a unit price of $20 per blanket.

6. Conclusions

Augustine Medical was founded in Minnesota by a former surgeon with the specified aim of improving the methods of treating post operatory hypothermia. The product created is called Bair Hugger Patient Warming System and it combines various benefits of other competitive products, while also reducing some of their limitations. It is composed of two complementary parts: a heat blower and a blanket.

The current problem faced by the company refers to setting the proper retail price for the new product. Three alternative solutions are available. The first one is a penetration pricing strategy that promotes.....

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