Question

Mount Snow Inc. operates a Rocky Mountain ski resort. The company is planning its lift ticket pricing for the coming ski season. Investors would like to earn a 15% return on the company's $115 million of assets. The company incurs primarily fixed costs to groom the runs and operate the lifts. Mount Snow projects fixed costs to be $43,500,000 for the ski season. The resort serves 900,000 skiers and snowboarders each season. Variable costs are $10 per guest. The resort had such a favorable reputation among skiers and snowboarders that it had some control over the lift ticket prices. Assume that Mount Snow's reputation has diminished and other resorts in the vicinity are charging only $66 per lift ticket. Mount Snow has become a price-taker and won't be able to charge more than its competitors. At the market price, Mount Snow's managers believe they will still serve 900,000 skiers and snowboarders each season.
Requried:
a. Would Mount Snow emphasize target costing or cost-plus pricing. Why?
b. If other resorts in the area charge $66 per day, what price should Mount Snow charge?

Answer 1

Answer:

Mount Snow Inc.

a. Mount Snow would emphasize cost-plus pricing and not target costing.  The target costing considered the investors expected returns on investment.  Based on the target returns, customers were then charged any fee to meet the target profit, including all other costs.  Now that Mount Snow is a price-taker, it cannot meet the target returns.  It can only work with the cost-plus pricing strategy in order to rein in its costs.

b. As a price-taker, Mount Snow cannot charge more than $66.  It should charge $66.

Explanation:

a) Data and Calculations:

Investors expected return on investment = 15%

Cost of investment = $115,000,000

Ski Season's Fixed costs = $43,500,000

No of skiers and snowboarders served = 900,000

Variable costs per guest = $10

Charges by other resorts in the vicinity = $66 per lift ticket

Total expected revenue              $59,400,000 ($66 * 900,000)

Total variable costs =  $9,000,000

Fixed costs =               43,500,000

Total costs =                                 $52,500,000

Profit =                                            $6,900,000

Target profit =                               $17,250,000 ($115,000,000 * 15%)