Chapter 11, Problem 11.3C

Break-even analysis
Aquarius Games Inc. has finished a new video game. Triathlon Challenge. Management is

now considering its marketing strategies. The following information is available:

Two managers. Haley Chipana and Dan Gillespie, had the following discussion of ways to increase the profitability of this new offering:

Haley: I think we need to think of sonic way to increase our profitability. Do you have any ideas?
Dan: Well, I think the best Strategy would be to become aggressive on price.
Haley: How aggressive?
Dan: If we drop the price to $60 per unit and maintain our advertising budget at $15.000.000,1 think we will generate sales of 2,000.000 units.
Haley: I think that's the wrong way to go. You're giving too much up on price. Instead. I think we need to follow an aggressive advertising strategy.
Dan: How aggressive?
Haley: If we increase our advertising to a total of $20,000,000. we should be able to increase sales volume to 1,200.000 units without any change in price.
Dan: 1 don't think that's reasonable. We'll never cover the increased advertising costs.
Which strategy is best: Do nothing? Follow the advice of Dan Gillespie? Or follow Haley Chipana's strategy?