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# Share of market

Video Concepts, Inc. (VCI) markets video equipment and film through a variety of retail outlets. Presently, VCI is faced with a decision as to whether it should obtain the distribution rights to an unreleased film titled Touch of Orange. If this film is distributed by VCI directly to large retailers, VCI's investment in the project would be \$150,000. VCI estimates the total market for the film to be 100,000 units. Other data available are as follows:

Cost of distribution rights for film
\$125,000

Label design
5,000

Package design
10,000

Advertising
35,000

Reproduction of copies (per 1,000)
4,000

Manufacture of labels and packaging (per 1,000)
500

Royalties (per 1,000)
500

VCI's suggested retail price for the film is \$20 per unit. The retailer's margin is 40 percent.

C. What share of the market would the film have to achieve to earn a 20 percent return on VCI's investment the first year?

(Points: 10)

#### Solution Preview

Return on Investment =Income/Investment
Investment = 150,000
Desired Return = 20%
Desired Income = 150,000X20%=30,000

Income = Sales - Costs
The variable costs are
Reproduction of copies (per 1,000)
4,000
Per unit = ...

#### Solution Summary

The solution explains how to calculate the required share of the market to achieve a targetted return on investment

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