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  • Clique Student Sheet (Manteran Lamo)

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    Dina Rizkia Rachmah
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    Chen calculates that employing a consumer-oriented marketing and distribution (MDF) strategy at Clique Pen would result in a 5% increase in retail sales and gross profit from $74.61 million to $79.65 million based on a gross profit margin increasing from 36% to 38%. McMillan calculates that using the same consumer-oriented MDF strategy would decrease sales by 9% and gross profit from $74.61 million to $67.97 million based on the same gross profit margins. McMillan also calculates that a retail-oriented MDF strategy could increase Clique Pen's market share by 0.4%, increasing sales from $187 million to $209 million and gross profit between $

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    Chen calculates that employing a consumer-oriented marketing and distribution (MDF) strategy at Clique Pen would result in a 5% increase in retail sales and gross profit from $74.61 million to $79.65 million based on a gross profit margin increasing from 36% to 38%. McMillan calculates that using the same consumer-oriented MDF strategy would decrease sales by 9% and gross profit from $74.61 million to $67.97 million based on the same gross profit margins. McMillan also calculates that a retail-oriented MDF strategy could increase Clique Pen's market share by 0.4%, increasing sales from $187 million to $209 million and gross profit between $

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    13 views4 pages

    Clique Student Sheet (Manteran Lamo)

    Uploaded by

    Dina Rizkia Rachmah
    Chen calculates that employing a consumer-oriented marketing and distribution (MDF) strategy at Clique Pen would result in a 5% increase in retail sales and gross profit from $74.61 million to $79.65 million based on a gross profit margin increasing from 36% to 38%. McMillan calculates that using the same consumer-oriented MDF strategy would decrease sales by 9% and gross profit from $74.61 million to $67.97 million based on the same gross profit margins. McMillan also calculates that a retail-oriented MDF strategy could increase Clique Pen's market share by 0.4%, increasing sales from $187 million to $209 million and gross profit between $

    Copyright:

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    of 4

    Manteran Lamo

    Diandra Pradita S. P. (29120455)


    Kevin Trihaditama T. (29120443)
    Mochamad Billy Rizaldy (29120558)
    Rizq Ghani Faturrahman (29120382)
    Herdiansyah Gustira P.S (39020901)
    Sely Martini (39020903)
    Clique Pen Debate, Marketing vs Sales View
    (Case page 6-7)

    Chen’s calculation of sales and profit increase if consumer-oriented MDF is employed:


    5% increase in retail sales - assume 5%Sales
    2013 increase in increase,
    in 5% Clique sales
    2014
    Millions estimation
    Gross Profit Margin from 36% to 187 196.35
    38% 38%
    Gross Profit 74.613

    McMillan’s calculations of sales and profit decreases if consumer-oriented MDF is employed:


    9% sales decrease 2013 Sales in 9% decrease,
    Millions 2014 estimation
    Gross Profit Margin from 36% to 187 170.17
    38% 38%
    Gross Profit 64.6646

    McMillan’s calculation of sales and profit increases if retail-oriented MDF is employed:


    Market share increase of .4% 0.40%

    Overall market (Page 3) 5.5 billions 5500000000


    2013 Sales 187 millions 187000000
    2013 Market Share 3.40%

    Market share estimate with RO


    MDF  (3.4% + 0.4%) x 5.5 billion 209000000
    Gross Profit change of +/- 3.5% 31% 60.775 or 73.865
    DF is employed:

    nted MDF is employed:

    DF is employed:
    Clique Pen Debate, Staples Test
    Consumer-Oriented MDF Test at Staples versus Present Pricing with Discount Structure
    (Case page 7)

    Staples regular retail price and present discount structure from Clique:

    Retail selling price 1.97


    Wholesale price from Clique 0.94
    Discounts and allowances
    Volume discount 0.055
    Warehaouse discount 0.03
    Stocking allowance 0.015
    0.1
    Net wholesale price 0.846

    Staples normal gross profit 1.12


    Staples normal gross profit margin 0.57

    Test retail selling price 1.78


    Wholesale price from Clique 10% off 0.85

    Staples gross profit from test pricing 0.93


    Staples gross profit margin from test 52.47%

    StapStaples test passing a 10% discount through to the consumer:


    less loss of gross profit 10% 0.197
    Staple gross profit loss to normal 17% 17%

    Clique’s variable cost 0.46


    Clique gross profit after 10% discount 0.386
    Clique’s sales increase 0.07 7%

    If Staples has no unit increase, then Clique has to provide additional discount .12 to .19
    Reducing Clique selling price to .85 to .66
    Clique gross profit would then be .66 to .46, GPM around 21%

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