Question

NARRBEGIN: SA_66_67
Suppose that a recent study shows that each week each of 300 families buys a gallon of apple juice from company A, B, or C. Let denote the probability that a gallon produced by company A is of unsatisfactory quality, and define and similarly for companies B and C. If the last gallon of juice purchased by a family is satisfactory, the next week they will purchase a gallon of juice from the same company. If the last gallon of juice purchased by a family is not satisfactory, then the family will purchase a gallon from a competitor. Consider one week in which A families have purchased juice A, B families have purchased juice B, and C families have purchased juice C. Assume that families that switch brands during a period are allocated to the remaining brands in a manner that is proportional to the current market shares of the other brands. Thus, if a customer switches from brand A, there is probability B/(B + C) that he will switch to brand B and probability C/(B + C) that he will switch to brand C. Suppose that the market is currently divided equally: 100 families for each of the three brands.
NARREND
Suppose a 1% increase in market share is worth $10,000 per week to company A. Company A believes that for a cost of $1 million per year it can cut the percentage of unsatisfactory juice cartons in half. Is this worthwhile? (Use the same values of , , and as in Question 66.

Answer

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