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Hallstead Jewelers Case

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Hallstead Jewelers Case 1. The breakeven point in number of sales tickets between 2003 and 2004 went up from 4,535 to 5,000. In terms of sales dollars it increased from 7,287,745 to 7,620,000. This happened because while variable costs actually went down, their average sales ticket went down by 83 which caused them to have to sell more to break even. The breakeven point from 2004 to 2006 went up from 5,000 to 7,509. Breakeven in terms of sales dollars increased from 7,620,000 to 11,661,477. Though the average sales ticket went up some, it was not enough to cover the increase in variable and fixed costs which were probably caused by the move of location.
Margin of Safety between 2003 and 2004 decreased from 1,295,255 to 482,000. Because the average sales ticket went down so much while sales remained relatively the same, they did not make enough profit to keep the same margin of safety. Between 2004 and 2006 margin of safety went down from 482,000 to –950,477. Sales tickets between these two years went up significantly, but it was not enough to cover the large increase in fixed and variable costs. This caused them to be well below the break-even in sales dollars.

2. If the average sales ticket was reduced to 1,398 and sales tickets were increased to 7,500, income would actually decrease from -406 to -1,112. The new break-even point in sales units would be 9,780, and the new break-even in sales dollars would be 13,672,440.

3. All else consistent in 2006, if they choose not pay sales commissions the break-even point in sales units would be 6,726 and 10,445,478 in sales dollars.

4. Based on the 1,553 average sales tickets from 2006, if advertising costs were increased by 200,000, break-even point in units would be 7,808. In terms of Sales dollars it would be 12,125,824. I think it is feasible that increasing advertising would be

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