[問題誰來救救我呀.....拜託....幫幫我
※ [本文轉錄自 NTUACCTR88 看板]
作者: gucci0412 (...........) 看板: NTUACCTR88
標題: [問題誰來救救我呀.....拜託....幫幫我
時間: Sun Jun 15 15:55:28 2003
Cost analysis, litigation risks, ethics.
Sam Nash is the head of new product development of Forever Young (FY).
Nash is currently considering Enhance, which would be FY's next major
product in its beauty/cosmetics line.
Enhance represents a new direction for FY.
All FY'scurrent products are cosmetics applied to the skin by the consumer.
In contrast, Enhance disinterred via a needle into the skin
by a doctor's nurse after an initial meeting with a doctor.
Each treatment is planned to cost patients $300 and will last three
Months.
Enhance is an animal-based product that fills out the skin so that fewer
Wrinkles are observable.
FY plans to sell Enhance to doctors for $120 a treatment,
providing the doctor with a large incentive to promote the product.
Nash, however, questions the economics the economics of this
Product.
At present, the costs recognized are research and development,
Manufacturing by a third party, marketing, distribution,
and a small amount (less than $1 million) for customer support.
Nash's main concern is with recognizing in the current cost ion
Proposal potential future litigation costs
(such as the costs of lawyers and expert
witnesses in defending lawsuits related to Enhance).
He points to the litigation with breast implants and
Notes that a settlement of over $4 billion is being discussed in the press.
He also notes the tobacco company litigation and
hose proposed billion dollar settlements. Elisabeth Savage,
the CEO and president of the company,
Totally disagrees with Nash. She maintains she has total confidence
In her medical research team and directs Nash not to include any dollar
Amount for Potential litigation cost in
his upcoming presentation to the board
of directors on the Ecology background in finance.
His current job represents his first no finance position, and he
Views himself as potential CEO material.
Required
1.What reasons might Savage have for not wanting Nash to record
Potential future litigation
Costs on the product in a presentation on Enhancer's economics and
pricing？
2.Suppose Savage asks Nash to give her an "off-the-record" presentation
On the possible
Magnitude of the potential litigation costs of Enhance. What
Information should Nash
use to develop such a presentation and to estimate such costs？
3.After hearing Nash's presentation (see requirement 2), Savage directs
Nash to drop
Any further discussion of the litigation issue. He is to focus on
Making Enhance the blockbuster product that field research has
suggested it will be. Nash is uneasy with this directive.
He tells Savage it is an" ostrich approach" (Head-in-the-sand)
to a real problem that could potentially bankrupt the company.
Savage tells Nash to go and think about her directive.
What should Nash do next？
以上...這是什麼東西啊？有人看得懂嗎？......
要做成一、理論背景
二、問題分析
三、解答
四、結論
怎麼做啊？跟本就看不懂.....誰可以救救我啊？
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※ 發信站: 批踢踢實業坊(ptt.csie.ntu.edu.tw)
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