(A forward buying problem) A major pharmaceutical wholesaler buys brand drugs from a manufacturer at wholesale prices and sells them to pharmacies at retail prices. It estimates that the wholesale (W) price, the retail (R) priceand pharmacy sales for a blockbuster drug follow this trend: Month 1 2 3 4 5 6 W price($/unit) 40 45 55 60 65 70 R price($/unit) 80 90 110 120 130 140 Demand (in units) 20 million 30 million 45 million 60 million 75 million 95 million The inventory carrying cost for one unit for one month is $2. Assume enough storage capacity and zero initial inventory, how should the wholesaler take advantage of the price and demand fluctuation to maximize its profit?
(A forward buying problem) A major pharmaceutical wholesaler buys brand drugs from a manufacturer at wholesale prices and sells them to pharmacies at retail prices. It estimates that the wholesale (W) price, the retail (R) priceand pharmacy sales for a blockbuster drug follow this trend: Month 1 2 3 4 5 6 W price($/unit) 40 45 55 60 65 70 R price($/unit) 80 90 110 120 130 140 Demand (in units) 20 million 30 million 45 million 60 million 75 million 95 million The inventory carrying cost for one unit for one month is $2. Assume enough storage capacity and zero initial inventory, how should the wholesaler take advantage of the price and demand fluctuation to maximize its profit?
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
Related questions
Question
(A forward buying problem) A major pharmaceutical wholesaler buys brand drugs from a manufacturer at wholesale prices and sells them to pharmacies at retail prices. It estimates that the wholesale (W) price, the retail (R) priceand pharmacy sales for a blockbuster drug follow this trend:
|
Month 1 |
2 |
3 |
4 |
5 |
6 |
W price($/unit) |
40 |
45 |
55 |
60 |
65 |
70 |
R price($/unit) |
80 |
90 |
110 |
120 |
130 |
140 |
Demand (in units) |
20 million |
30 million |
45 million |
60 million |
75 million |
95 million |
The inventory carrying cost for one unit for one month is $2. Assume enough storage capacity and zero initial inventory, how should the wholesaler take advantage of the price and demand fluctuation to maximize its profit?
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