Scenario:Company A produces and sells a popular pet food product packaged under two brand names, wit

Scenario:Company A produces and sells a popular pet food product packaged under two brand names, with formulas that contain different proportions of the same ingredients. Company A made this decision so that their national branded product would be differentiated from the private label product. Some product is sold under the company’s nationally advertised brand (Brand Y), while the re-proportioned formula is packaged under a private label (Brand X) and is sold to chain stores. Because of volume discounts and other stipulations in the sales agreements, the contribution to profit from the Brand Y product sold to distributors under the company’s national brand is only $12.50 per case compared to $100 per case for private label product Brand X. There are four ingredients involved in the two products. The recipes specifying the use of each ingredient in the two product brands are given in the “QAT1 Task 2 Spreadsheet”. Also note that an ingredient may either be in limited supply or may have government regulations requiring a minimum or maximum amount.

 

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