Solar Confectionary develops a new candy bar and plans to sell each bar for $1
Solar predicts that 1
million candy bars will be sold in the first year if the new candy bar is produced and sold, and
includes $1 million of incremental revenues in its capital budgeting analysis. A senior executive in
the company believes that 1 million candy bars will be sold, but lowers the estimate of incremental
revenue to $700,000. What would explain this change?
A) a higher selling price for the new candy bars
B) cannibalization of 300,000 of Solar Confectionary's other candy bars
C) a lower discount rate
D) excessive marketing costs to sell the 1 million candy bars
B
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