The vice president for marketing of the Super Grain Corporation needs to develop

Question

The vice president for marketing of the Super Grain Corporation needs to develop a promotional campaign for the company’s new breakfast cereal. Three advertising media have been chosen for the campaign, but decisions now need to be made regarding how much of each medium should be used. Constraints include a limited advertising budget, a limited planning budget, and a limited number of TV commercial spots available, as well as requirements for effectively reaching two special target audiences (young children and parents of young children) and for making full use of a rebate program. The corresponding linear programming model requires more than two decision variables, so a software package such as described in Sec. 3.5 or Sec. 3.6 will be needed to solve the model. This case also asks for an analysis of how well the four assumptions of linear programming are satisfied for this problem. Does linear programming actually provide a reasonable basis for managerial decision making in this situation?

Explanation / Answer

Linear programming helps us in taking decisions which are complex and have several options. Its method helps us in including all the available options and come up withthe best solution with a detailed analysis of what would be th econsequence of each option. Hence linear programming is a very good option for this situation and one can definately go with it.

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