Question

You are the owner of a local Honda dealership. Unlike other dealerships in the area, you take pride in your "No Haggle" sales policy. Last year, your dealership earned record profits of $1.9 million. In your market, you compete against two other dealers, and the market-level price elasticity of demand for midsized Honda automobiles is -1.2. In each of the last five years, your dealership has sold more midsized automobiles than any other Honda dealership in the nation. This entitled your dealership to an additional 40 percent off the manufacturer’s suggested retail price (MSRP) in each year. Taking this into account, your marginal cost of a midsized automobile is $11,000.
What price should you charge for a midsized automobile if you expect to maintain your record sales?

Answer 1

The price that should be charge for a midsized automobile if you expect to maintain your record sales is $15,230.77.

Using this formula

Midsized automobile price = Marginal Cost (3×Elasticity) / 1 + (3 × Elasticity)

Let plug in the formula

Midsized automobile price  = $11,000 (3× -1.2) / 1 + (3× -1.2)

Midsized automobile price  = $14,000 × -4.8/ -3.8

Midsized automobile price = $14,000 × 1.384615

Midsized automobile price  = $15,230.765

Midsized automobile price =$15,230.77 (Approximately)

Inconclusion the price that should be charge for a midsized automobile if you expect to maintain your record sales is $15,230.77.

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