Answer:
Murray Exports (U.S.)
A. The short-run impact of each pricing strategy is as follows:
Alternative 1 Alternative 2
Reduce Price to $21,867 Maintain Price at $24,000
Gross profit $38,670,000 $54,000,000
Reduction in Gross Profit $21,330,000 $6,000,000
B. (2) maintain the same dollar price of $24,000, raise the yuan price in China to Yuan 216,000 per unit to offset the devaluation, and experience a 10% drop in sales unit volume.
Explanation:
a) Data and Calculations:
Current exchange rate = Yuan 8.20/US$
Current exports of heavy crane equipment per year to China = 10,000
US unit price of printer in dollars = $24,000
Chinese unit price of crane equipment in Yuan equivalent = Yuan 196,800 ($24,000 * Yuan 8.20)
Unit price of crane equipment in Chinese Yuan when the currency is devalued = Yuan 216,000 ($24,000 * Yuan 9.00)
The reduced dollar price with devaluation, when Yuan price is maintained = $21,867 (Yuan 196,800/9.00)
Before Devaluation of Chinese Yuan:
Sales volume 10,000
Sales revenue $240,000,000 (10,000 * $24,000)
Direct costs 180,000,000 (10,000 * $18,000) (75% of $24,000)
Gross profit $60,000,000
Alternative 1 Alternative 2
Reduce Price to $21,867 Maintain Price at $24,000
Sales volume 10,000 units 9,000 (10,000 * 90%) units
Sales revenue $218,670,000 $216,000,000 ($24,000 * 9,000)
Direct costs 180,000,000 162,000,000 ($18,000 * 9,000)
Gross profit $38,670,000 $54,000,000 ($6,000 * 9,000)
Direct costs = $180m ($18,000 * 10,000) = $162m ($18,000 * 9,000)
