Answer:
Better Beans Coffee Company
1. Two markets that have the highest net revenue increases when adding a second store are:
B. Los Angeles and Orlando
2. The two markets that should be choose for a second market are:
E. Los Angeles and Houston
Explanation:
a) Data and Calculations:
Existing Revenue Second Cannibalization Revenue Net Revenue Store Store Estimate Drop Due Increase from
Estimate Cannibali- Market
(Second Store
Revenue
Cannibalization)
Los Angeles 4,050,000 $2,677,500 5% $202,500 2,475,000
Houston 1,950,000 1,522,500 5% 97,500 1,425,000
Orlando 2,800,000 2,175,000 25% 700,000 1,475,000
Atlanta 2,240,000 1,695,000 30% 720,000 975,000
Chicago 2,150,000 1,735,000 40% 860,000 875,000
San Diego 1,900,000 1,505,000 20% 380,000 1,125,000
Portland 1,500,000 1,050,000 20% 300,000 750,000
Dallas 2,450,000 1,702,500 45% 1,102,500 600,000
Boston 3,150,000 2,177,500 35% 1,102,500 1,075,000
b) Cannibalization results from the reduction in sales revenue when a company introduces another similar product or store in an existing market. Before making decisions based on cannibalization, management should study the market dynamics and set measurable criteria for making the choice to go for cannibalization or preservation of an existing market. One of the best criteria for deciding on cannibalization is the net revenue from the second product or store after cannibalization.
