What should mark decision be

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Mark M. Upp has just been fired as the university bookstore manager for setting prices too low (only 20 percent above suggest retail). He is considering opening a competing bookstore neat the campus, and he has begun an analysis of the situation. There are two possible sites under consideration. One is relatively small, while the other is large. If he opens at Site 1 and demand is good, he will generate a profit of $200,000. If demand is low, he will lose $180,000. If he opens at Site 2 and demand is high, he will geenrate a profit of $100,000, but he will lose $20,000 if demand is low. He also has the option of not opening either. He believes that there is a 50 percent chance that demand will be high. Mark can purchase a market research from Brooklyn College. The survey costs $10,000. The probability of a good demand given a favourable study is 0.8. The probability of a good demand given an unfavorable study is 0.3. There is a 45 percent chance that the study will be favorable. Draw a decision tree to determine the following:

a) What should Mark's decision be?

b) What is the maximum amount Mark should be willing to pay for this study?

c) What is the efficiency of teh study?

hint: The revised probabilities have already been calcukated for you.

Reference no: EM132231102

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