solution of case YSL marketing research Essay - 954 Words

Summary YSL Marketing Research is a small firm conducts focus group meetings and mail opinion surveys. The YSL’s partner Connie Bachmann has been asked to conduct a survey for Surenex that has the potential to be a valued long-run client. And the firm willing to pay YSL’s normally billing rates. 2.0 Answer the question (a) The full cost of the Surenex engagement including indirect costs and direct costs. Direct costs consist of travel cost and cost of conducting surveys. In the case, direct cost means direct charge is about $3,000. The professional compensation charges include partner $4,800 and professional staff $4,000. Each of engagement receives an allocation of overhead based on professional compensation charges. The data of†¦show more content†¦From the question (a) the full cost $14,528 is not the lowest amount that Connie pay and also is not the variable cost of the job. There are three types of costs. The mixed cost is a cost that carries both the elements of the fixed and variable costs such as utilities. Fixed costs usually include rent and lease payments. Variable costs change in relation to a company’s activities. YSL marketing research is a service company not a manufacture company. From the case it is not clearly told which costs are fixed and which costs are variable. So we assume the variable costs are employees’ salaries, direct charges and administrative expense. According to Sales - VC - FC = Profit and calculate the company profit. Based on the fact, we must consider opportunity cost. Opportunity cost means that in order to get some things have to give up the greatest value of some other things. When YSL face Surenex engagement and other jobs, then YSL make decision to undertake one job among these, the highest value of the abandoned option is the opportunity cost of this decision. In this case, on most jobs, YSL’s fee is 1.5 times professional compensation. In addition, the company is reimbursed for all out-of-pocket costs ($3,000). If company undertakes the Surenex job, it will miss out on billing $13,200(1.5 x $8,800) some other job and will have to turn down another potential client. If YSL reject Surenex it can chargedShow MoreRelatedBurberry Fashion Industry4211 Words   |  17 PagesRelative to that of its Main Competitors. What issues had to deal with? Positioning selected, means that Burberry’s direct competitors are not Gucci or LV or Prada but rather Calvin Klein, Ralph Lauren/Polo, Chanel, Christian Dior, DKNY, Valentino, YSL, Cavalli or Damp;G. Not totally relevant but supportive argument to the same direction could be the total value of the company in prices of 2008 as depicted (Table 6). 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