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Capital Budegting

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New Heritage Doll Company – Capital Budgeting
Harvard Business School – Case 4214

The New Heritage Doll Company’s production division has been has given the responsibility of evaluating two proposals for new projects. The first project expands on a current “Match My Doll Clothing Line”, and the second involves creating a fully customized doll under the “Design Your Own Doll” proposal.

Proposal Backgrounds

Match My Doll Clothing Line Expansion (MMDCLE)
The Match My Doll Expansion includes the further development of an already establish, successful doll line. The original line included limited outfits and accessories for warm weather only. It had become a popular line once celebrity children were photographed wearing the clothing and also when prevalent magazines showcased the items in the trendy clothing sections. The brand manager of this line has expressed her belief that this publicity will help the sales of the new “All Seasonal Collection” clothing take off. The new clothing expands the line from only warm weather apparel to clothing and accessories for all seasons. The supplier prices for the material to produce this clothing is low and will help the bottom line as selling price for the dolls/clothing can be at a premium due to the current buzz around the products. This line will also help end the seasonal sales that New Heritage has been experiencing due sales of only summer related items. The new expansion will however require high research and development costs to help the line gain quick popularity and maintain long-term success.

Design Your Own Doll (DYOD)
The Design Your Own Doll line is a proposal where dolls are fully customized to the desires of the consumer. Attributes such as hair color/length, eye color/shape, skin color, and other features will be customizable through the use of new software and technology. New Heritage would be

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