gator, inc. has a 42% share of the $300 million market for gator t-shirts. however, they feel they can do better. after doing research, they found the gator t-shirt industry as a whole spends $50 million a year in marketing efforts. gator, inc. knows its own gross margin is $14.7 million for the year. not satisfied with their 42% share, they decide to try to obtain 45% of the market. is it worth the effort for gator, inc. to attempt the increase in market share, and how much gross margin do they gain or lose in the effort assuming they are successful?

It does not worth the effort for gator, inc. to attempt the increase in market share, and the amount of gross margin they lose in the effort assuming they are successful is $1,200,000.

Sales revenue per share point = 300 million/100

Sales revenue per share point = $30 million

Firm’s sales = 300 x 42%

Firm’s sales = $126 million

Firm’s Gross Margin per share point = $14.7 million/42 share points

Firm’s Gross Margin per share point = $350,000

Per share of voice point = $50,000,000/100

Per share of voice point = $500,000

Increase in market=42% -45%

Increase in market= 3%

Using 1.5 rule of competitive parity the company would have to spend more money in order to make use of 4.5 additional share of voice points

Additional marketing effort required=$500,000 per share x 4.5

Additional marketing effort required= $2,250,000

Assuming the company was successful, market share will increase by 3 share points.

Additional share points yield=350,000 x 3

Additional share points yield=$1,050,000

Gross margin=$1,050,000- $2,250,000

Gross margin= $1,200,000

Based on the above calculation Gator Inc. should not increase their market share reason been that they would lose $1,200,000.

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