Explore BrainMass
Share

# Racketball Racket

*Please show all work, use excel and identify the value and units measured.
(Notes for my own Use: Ch2: Case Study)

I. Please read the case study below, "Racketball Racket" and then prepare for building a model in excel by answering the following 8 easy questions:
1. Explore the mess by answering the following questions:
a. What do we know?
b. What can we assume?
c. What could the results look like?
d. What information can be brought to bear?
2. Fomultae one or more problem statements.
3. What are the decisions, outcomes, and relationships in the problem?
4. Draw an influence chart for the problem.
5. In what ways could we simplify the problem?
6. What modules will we need to build?
7. What are the key relationships in the problem? Draw their graphs.
8. What are the parameters of the problem
-----
Case: The Racquetball Racket
It is early in 1999, and a friend of yours has invented a new manufacturing process for producing racquetballs. The resulting high-quality ball has more bounce, but slightly less durability, than the currently popular high-quality ball, which is manufactured by Woodrow, LTD. The better the players, the more they tend to prefer a lively ball. The primary advantage of the new ball is that it can be manufactured much more inexpensively than the existing ball. Current estimates are that full variable costs for the new ball are .52\$ per ball as compared to .95\$ for the existing ball. (Variable costs include all costs of production, marketing, and distribution that vary with output. It excludes the cost of plant and equipment, overhead, etc.)
Because the new process is unlike well-known production processes, the only reasonable alternative is to build a manufacturing plant specifically for producing these balls. your friend has calculated that this would require \$4-6million of initial capital. He figures that if he can make a good case to the bank, he can borrow the capital at about a 10 percent interest rate and start producing racquetballs in a year.
Your friend has offered to make you a partner in the business and has asked you in return to perform a market analysis for him. He has already hired a well-known market research firm, Market Analysis, Ltd., to do some data gathering and preliminary market analysis. The key elements of their final report are given below.
Your problem is to determine how the new balls should be priced, what the resultant market shares will be, and whether the manufacturing plant is a good investment. Your friend is especially concerned about the risks involved and would like some measures of how solid the investment appears to be. He would like you to make a formal presenation fo your analysis.
----
Racquetball market analysis
Market Analysis, Ltd.
January 20, 2000
a. The market for this type of high-quality ball is currently dominated by a single major competitor, Woodrow, Ltd. Woodrow specializes in manufacturing balls for all types of sports. It has been the only seller of high-quality racquetballs since the late 1970s. Its current price to retail outlets is \$1.25 per ball (the retail markup is typically 100%, so these balls retail around \$2.50 each, or \$5.00 for the typcal pack of two).
b. Historical data on the number of people playing the sport, the average retail price of balls, and the (estimated) total sales of balls is given in the following table.
Year # of players per thousands retail price per ball Ball sold in millions
1985 600 \$1.75 5.932
1986 635 1.75 6.229
1987 655 1.80 6.506
1988 700 1.90 6.820
1989 730 1.90 7.161
1990 762 1.90 7.895
1991 812 2.00 7.895
1992 831 2.20 8.224
1993 877 2.45 8.584
1994 931 2.45 9.026
1995 967 2.60 9.491
1996 1,020 2.55 9.996
1997 1,077 2.50 10.465
1998 1,139 2.50 10.981
c. According to industry trade association projections the total number of players will grow about 10% a year for the next 10 years & then stabilize at a relatively constant level.
d. In order to assess relative preferences in the marketplace, a concept test was performed. In the test, 200 customers were asked to use both balls over a threemonth period, and then state which they would buy at various prices. Many stated they would pay a premium for the Woodrow ball, based on satisfacition and its better durability. Neverthless, about 11% of those interviewed prefered the new bouncier ball at equal prices. The actual observed distribution of price premiums is as follows:
Price Ratio (Woodrow ball/vs.Newball) Percent who would buy New Ball
0.5 0
1.0 11
1.5 41
2.0 76
2.5 95
3.0 100

#### Solution Preview

I. Please read the case study below, "Racketball Racket" and then prepare for building a model in excel by answering the following 8 easy questions:
1. Explore the mess by answering the following questions:
a. What do we know?

1. We know that the adoption rate of the ball is highly dependent on the price of the ball
2.Market is somewhat price elastic and ready to switch if presented with a viable option
3. Growth rate for the future is good

b. What can we assume?

1.That Ball/Player ratio will be same as in ...

\$2.19