Chapter 1, Problem 2TPC

KTR Company earns a $10 profit on each unit of manufactured goods, and it sells 20 million units each year. KTR’s income tax rate is 20 percent. However, the jurisdiction in which KTR operates just increased the tax rate to 22 percent for next year. KTR’s owners are considering two alternatives. They could simply accept the $4 million tax increase as a reduction in their after-tax profit, or they could raise the price of each unit by 20 cents, thereby increasing the profit per unit to $10.20. However, the marketing department estimates that the price increase could reduce annual sales to 19 million units. Which alternative is better for KTR’s owners?