Applecore

Decision Variables x1 x2 x3 x4 x5 x6
0 0 1 1 0 1
Total reach
45
Constraints Cost/Wk
budget $5.0 $8.0 $3.5 $5.5 $7.0 $4.5
Count/Reach Count>=Y Formula L17:L53 >= M17:M53

Customer 1 2 3 4 5 6
1 0 0 0 0 0 0
2 1 0 0 1 0 0
3 1 0 0 0 0 0
4 0 0 0 0 1 1
5 0 0 0 0 1 0
6 0 0 0 0 0 0
7 0 1 0 0 0 0
8 0 0 0 0 1 0
9 1 0 0 0 1 0
10 0 0 0 1 0 1
11 0 0 0 0 0 1
12 0 0 1 0 0 0
13 0 0 0 0 1 0
14 0 1 0 0 0 1
15 0 0 0 0 0 0
16 0 0 0 0 0 1
17 0 0 0 1 1 0
18 0 0 0 0 0 0
19 0 0 0 0 1 1
20 0 1 0 0 0 0
21 0 0 0 0 0 0
22 0 0 0 0 0 1
23 0 0 1 0 0 1
24 0 0 0 0 0 0
25 0 0 0 0 1 0
26 0 0 1 0 0 0
27 0 1 0 0 0 0
28 0 0 0 1 0 0
29 0 0 0 0 0 1
30 0 0 1 1 1 0
31 0 0 0 1 0 0
32 0 0 0 0 0 0
33 1 0 1 0 0 0
34 0 0 0 1 1 0
35 1 0 0 0 1 1
36 1 0 1 0 0 0
37 0 0 1 0 1 0
38 0 0 1 0 0 0
39 0 1 0 0 0 0
40 0 1 0 0 0 0
41 0 0 0 0 0 0
42 0 0 0 1 1 1
43 0 0 0 0 0 0
44 0 0 0 0 1 0
45 1 1 0 0 0 0
46 0 0 0 0 0 0
47 1 0 0 0 1 0
48 0 0 1 0 0 0
49 1 0 1 1 0 0
50 0 0 0 0 0 0
51 0 1 0 0 0 1
52 0 0 0 0 0 0
53 0 1 0 0 1 0
 x7 x8 x9 x10
1 1 1 1

Wk LHS
$6.0 $5.0 $3.0 $2.2 29.7 <= $5.0

7 8 9 10 Count Y(Customer Reached)

0 0 0 1 1 1
0 0 0 0 1 1
0 0 0 0 0 0
0 0 0 0 1 1
0 0 0 0 0 0
0 0 0 1 1 1
0 0 1 0 1 1
0 1 0 0 1 1
0 0 0 1 1 1
0 1 0 1 4 1
0 0 0 0 1 1
0 0 0 0 1 1
0 0 0 0 0 0
0 0 0 0 1 1
0 1 0 0 1 1
0 0 0 0 1 1
0 0 0 0 1 1
1 0 0 0 1 1
0 0 0 0 1 1
0 1 0 0 1 1
1 0 1 0 2 1
0 0 0 0 1 1
0 0 0 1 3 1
0 0 0 0 0 0
0 1 0 0 1 1
0 0 0 1 2 1
0 1 0 0 1 1
1 0 0 0 2 1
0 0 0 0 1 1
0 0 0 1 3 1
0 0 0 0 1 1
0 1 0 0 1 1
0 0 0 1 2 1
0 0 0 0 1 1
0 0 0 0 1 1
0 0 0 0 1 1
0 1 0 0 2 1
0 0 0 0 1 1
1 0 0 0 1 1
1 0 0 0 1 1
1 0 0 0 1 1
0 0 0 0 2 1
0 0 0 0 0 0
0 0 0 1 1 1
0 0 0 0 0 0
1 0 0 0 1 1
0 0 0 1 1 1
0 0 0 0 1 1
0 0 0 0 2 1
0 0 0 0 0 0
0 0 0 0 1 1
0 0 0 0 0 0
0 1 1 1 3 1
Budget ($000) Customer Reach Percentage Reach
5 12 23%
10 23 43%
15 31 58%
20 35 66%
25 41 77%
30 45 85%
35 45 85%
 Percentage Reach
90%
80%
70%
Percentage Reach %

60%
50%
Percentage Reach
40%
30%
20%
10%
0%
5 10 15 20 25 30 35
Budget $000
1
2
3

Budget versus Percentage Reach

90%

80%

70%

60%
Percentage Reach %

50%
Percentage Rea
40%

30%

20%

10%

0%
5 10 15 20 25 30 35
Budget $000
See Data Tab
23
Sensitivity analysis
The additional increase in percentage has a tendency to decrease monotonically as the budget allocation
According to the graph and chart, when the budget changes from 20,000 to 25,000, the additional increas
15,000 to 20,000. This is because the cost per week on each website varies and some of websites cost m
advertisements on a more costly website, the additional percentage reach might seem to stop or slow dow
Applecore Children’s Clothing should measure the relationship between the potential revenue and custom
overall profit for the company. If assuming the company has enough budget and just wants to reach as ma
according to the graph, since the accumulated margin goes to the highest point.

Budget versus Percentage Reach

90%

80%

70%

60%
Percentage Reach %

50%
Percentage Reach
40%

30%

20%

10%

0%
5 10 15 20 25 30 35
Budget $000