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  • Lena Cannibalization - Group9

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    BOLLAPRAGADA SAI SRAVANTHI
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    The document shows estimated sales and contribution margin losses for different product categories if their solvent-based coatings convert to powder-based coatings. It estimates that furniture would see the highest loss of $11.5 million from converting 23.4 million in solvent sales to powder. In total across all categories, estimated cannibalized water-based sales are $222.3 million resulting in a total contribution margin loss of $91.8 million.

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    Lena cannibalization excel

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    Lena Cannibalization_Group9

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    The document shows estimated sales and contribution margin losses for different product categories if their solvent-based coatings convert to powder-based coatings. It estimates that furniture would see the highest loss of $11.5 million from converting 23.4 million in solvent sales to powder. In total across all categories, estimated cannibalized water-based sales are $222.3 million resulting in a total contribution margin loss of $91.8 million.

    Copyright:

    © All Rights Reserved
    Download as XLSX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    11 views2 pages

    Lena Cannibalization - Group9

    Uploaded by

    BOLLAPRAGADA SAI SRAVANTHI
    The document shows estimated sales and contribution margin losses for different product categories if their solvent-based coatings convert to powder-based coatings. It estimates that furniture would see the highest loss of $11.5 million from converting 23.4 million in solvent sales to powder. In total across all categories, estimated cannibalized water-based sales are $222.3 million resulting in a total contribution margin loss of $91.8 million.

    Copyright:

    © All Rights Reserved
    Download as XLSX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 2

    Solvent Sales Esimated Conversion Lost Sales Loss in Contribution Water-based Sales

    (Current Period) rate to powder-based in Solvent Margin (Current Period)


    Furniture 58.5 0.4 23.4 11.466 136.5
    Flooring 130 0.1 13 6.37 32.5
    Cabinetry 104 0.1 10.4 5.096 26
    Others 48.75 0.4 19.5 9.555 113.75

    *Figures are in $ millions


    Esimated Conversion Lost Sales in Loss in Contribution Total Total loss in
    rate to powder-based Water-based Margin cannibalization contribution margin
    0.6 81.9 31.122 105.3 42.588
    0.1 3.25 1.235 16.25 7.605
    0.1 2.6 0.988 13 6.084
    0.6 68.25 25.935 87.75 35.49
    222.3 91.767

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