To derive the entirity of the contract bid - shouldnt we add COGS and 15% discount to the bid value itself so that those costs are covered?
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18
Why is the increase in revenues (as a result of market share increase) calculated the way it is? As opposed to simple calcs?
27
Additional revenue through market share increase
16
Revenue increases calculated at $25 per can vs recommended price of $20 per can
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Im not certain why cost is deducted from revenue for the entirety of the contract bid.
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Top answer

Ian
on Feb 18, 2021
Coach
Top US BCG / MBB Coach - 5,000 sessions |Tech, Platinion, Big 4 | 9/9 personal interviews passed | 95% candidate success
Hi Ukasha,
If I understand your question correctly, the answer is embedded in the case here:
- Typically, the client calculates profitability by deducting COGS & Overhead from the retail price.
- In such a scenario of bidding, the supplier needs to find out how much profit he can forfeit in order for the deal to remain attractive.
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Clara
on Feb 18, 2021
Coach
McKinsey | Awarded professor at Master in Management @ IE | MBA at MIT |+180 students coached | Integrated FIT Guide aut
Hello!
It´s stated in the case, here > "Typically, the client calculates profitability by deducting COGS & Overhead from the retail price"
Cheers,
Clara
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