Sports Car SUV
Selling Price
Quantity Sold
Revenue (Price x Quantity $0 $0
Unit Cost
Total Cost $0 $0
Profit/Loss (Revenue - Total Cost) $0 $0
Howl Motors is a car dealership located in Moore, OK. The marketing team is having internal discussions about how to price their two main types of selling automobiles, the new sports car and the new SUV. They are looking to set prices in a way that reflects the market, and also to understand which product is more profitable for the firm to help them decide how to allocate internal resources. Howl Motors buys sports cars at a cost of $22,500 each (the unit cost) and marks them up to sell at a profit. They buy their SUVs at $31,000, which they also mark up to sell at profit. Market research has shown that other dealerships in the region are selling the same sports car for as low as $25,000 and as high as $32,500. The same SUV is being sold in the region for anywhere between $37,000 and $44,999. Last year Howl Motors sold 2,200 sports cars and 1,700 SUVs, and they project unit sales to be the same this year. The owners at Howl Motors have indicated they prefer to price their cars and SUVs on the lower end of the pricing range, utilizing a volume-maximization strategy. Considering all of these factors, you need to provide an analysis on what Howl motors results will be at different price points. If both the sports car and the SUV are priced at the low end of the pricing range, which product will generate the highest total profit if unit sales are identical to last year? Sports car Neither, both will lose money SUV Their profit will be the same