Need an argumentative essay on Critically evaulate the theories related to choice and behaviour how they could be utilised to influence the client behaviour and choice. Needs to be 14 pages. Please no plagiarism.

ves a comprehensive picture that completes the puzzle for marketing specialists and hence goods and services manufacturers – it helps them understand how consumers’ choice is motivated and how they can influence the this decision or adjust to consumers’ needs keeping in mind the information of these mechanisms. Thus, consumer psychology is aimed at predicting, describing and offering methods of influence on consumer responses (Sue Loroz & Cronley).

The decision-making as a constituent of consumer behavior is a complex process that is the subject to the influence of numerous factors (Beresford & Sloper, 2008). People are living beings with their own individual preferences and habits, emotions and desires – these specific factors produce an impact on our choice and psychological peculiarities of decision-making process (Luce, 2005, p.23-28). The process itself is understood as a cognitive process presupposing selection of the most favorable alternative among those offered and including choice as the outcome of it. Moreover, choice made by consumers might convey symbolic meaning and describe self-identity of an individual. However, the self-identity is reflected rather in choice of non-utilitarian items that presupposes impact of personal factors, than in utilitarian ones that are chosen for their function only (Iyengar, 2010, p. 104).

So, choice is understood as a result of the decision-making process involving evaluation and judgment about various alternatives (two or more for choice to be possible). The options an individual faces while choosing should be of certain positive value, and decision is made in favor of the one possessing higher positive value. There are plenty of different models and theories focusing on explanation of consumers’ behavior and decision-making process, i.e. cognitive processes underlying the choice. According to the recent researches, theories, principles and models of decision-making are divided into descriptive, normative

ACC00152 Business Finance

Assignment 1: Memo to Management

You are working in the finance department of Space Sky Flight Ltd (SSF). The Company has spent $6.5

million in research and development over the past 12 months developing a drone capable to fix satellites

to compete in the space industry. SSF’s directors now need to choose between three options for bringing

this product to the market. These options are:

Option A: Manufacturing the product “in-house” and selling directly to the market

Option B: Licensing another company to manufacture and sell the product in return for a royalty

Option C: Sell the patent rights outright to the company mentioned in option B

Your task

Your boss, SSF’s CFO Savanah Harley, has asked you to evaluate the three different options and draft a

memo to the Board of Directors providing recommendations on the alternatives, along with supporting

analysis.

Savanah has outlined the following three areas you need to cover in your memo:

1. Analyse base case figures for the three options and using NPV as the investment decision rule;

2. Provide recommendations based on the base-case analyses;

3. Provide recommendations on further analyses and factors that should be considered prior to making a

final decision on the three options (Note. You do NOT have to undertake any further financial analyses).

Further details for the various options are as follows:

Option A

Two months ago, SSF paid an external consultant $950,000 for a production plan and demand analysis.

The consultant recommended producing and selling the product for five years only as technological

innovation will likely render the market too competitive to be profitable enough after that time. Sales of

the product are estimated as follows:

In the first year, it is estimated that the product will be sold for $110,000 per unit. However, the price will

drop in the following three years to $70,000 per unit and fall again to $50,000 per unit in the final year of

the project, reflecting the effects of anticipated competition and improving technology in the market.

Variable production costs are estimated to be $35,000 per unit for the entire life of the project.

Year Estimated sales

volume (000’s of units)

1 4

2 3.5

3 5.5

4 3

5 1.5

Fixed production costs (excluding depreciation) are predicted to be $11.5 million per year and marketing

costs will be $9.5 million per year.

Production will take place in factory space the company owns and currently rents to another business for

$7.5 million per year. Equipment costing $275 million will have to be purchased. This equipment will be

depreciated for tax purposes using the prime cost method at a rate of 20% per annum. At the end of the

project, the company expects to be able to sell the equipment for $55 million.

Investment in net working capital will also be required. It is estimated that accounts receivable will be

25% of sales, while inventory and accounts payable will each be 20% of variable and fixed production

costs (excluding depreciation). This investment is required from the beginning of the project because

credit sales, inventory stocks and purchases on trade credit will begin building up immediately. All

accounts receivable will be collected, suppliers paid and inventories sold by the end of the project, thus

the investment in net working capital will be returned at that point.

Option B

Aero Jett Inc., a multinational corporation, has expressed an interest in manufacturing and marketing the

product under license for 5 years. For each unit sold, Aero Jett will pay $8,250 royalty fees per unit to SSF

as part of its licensing agreement. Due to Aero Jett’s international reach and strong distribution

networks, it is estimated that they can sell 5% more units each year than SSF.

Option C

As an alternative to a licensing arrangement, Aero Jett Ltd has offered to buy the patent rights to the

product design from SSF for $120 million. This amount would be paid in three equal annual instalments,

with the first payable immediately.

General Information Relevant to the Analysis

SSF’s cost of capital is 16% and the company is subject to a 30% tax rate. Assume that royalties and

patent right payments are treated as assessable income for tax purposes and that tax is paid at the end

of the year in which the income is received. The company is not eligible for any research and

development tax deductions. During the project analysis period(s), SSF is expected to have other sources

of taxable income.

Marking Criteria

Your boss has asked that you structure your memo to begin with a (maximum) one page summary of

your method, key findings and recommendations, supported by no more than three additional pages

showing input assumptions, estimated cash flows and supplementary analysis detail and discussion.

Table format for presenting numerical analyses is preferable. Ensure that readers will be able to easily

follow what you have done. You may wish to use footnotes under tables that clarify calculations, details

and/or assumptions where this is not clear from the table itself.

This assignment has a 30% weighting in your overall mark for this unit. It will be marked out of 30. Marks

will be allocated as per rubric on following page based on:

– Accurate analysis of base case figures (18 marks)

– Sound recommendations on the alternatives founded on base case analyses (1.5 mark)

– Insightful recommendations for further considerations prior to final decision (7.5 marks)

– Memo format and professionalism of communication (3 marks).