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Precision Worldwide

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Precision Worldwide Inc.
Precision Worldwide, Inc. (PWI) has a plant located in Germany which manufactures industrial machines, equipment and replacement parts for sale in numerous countries. Repair and replacement parts, which accounted for a substantial part of the company’s business is now facing a dilemma, a new competitor has entered the market with a replacement part, a plastic ring, which PWI had in the past used a special steel to produce. During a meeting with the general manager, Hans Thorborg, the general manager of PWI’s plant in Germany, wanted to discuss with his sales manager, accountant and development engineer the introduction of the competitor, a French firm Henri Poulenc and the plastic ring substitute they produce …show more content…

Assume Plastic Rings Sell for $1,350.00
Item Plastic Rings Steel Rings
Variable Cost Steel Rings
Opportunity Cost Plastic Rings

Selling Price $1,350.00 $979.21 $409.72 $1,350.00
Differential Costs $135.55 $675.60 $106.11 $135.55
Contribution (per 100) $1,214.45 $303.61 $303.61 $1,214.45
Replacement Frequency 1 4 4 1
Equivalent Profit $1,214.45 $1,214.44 $1,214.44 $1,214.45

Table 4.
Materials On Hand Representing Sunk Cost
Item Rings Cost Months of inventory
Previously Finished Rings 15,100 $167,293.00 5.5
Raw Steel 34,500 $110,900.00 12.5
Total 49,600 $278,193.00 18.0

Recommendation
Without question Precision Worldwide Inc. needs to break into the plastic ring market. Addressing the sunk costs is a concern of Hans Thorborg. It is believed that the dilemma to sacrifice the inventory of steel and steel rings, and to produce the plastic rings or wait until the inventory is lowered to go with the new produce line of plastic rings is a two part dilemma. First PWI could lose the edge they have over competitors with introduction of the plastic ring, second by missing out on the lower cost of manufacturing the plastic ring.
One way to for PWI to deal with this dilemma would be to continue selling the steel rings. Some loyal customers may believe

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