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Cost of capital = 18% 102.54
cost per bike times 25000 bikes 25000
2563500
0.18
461430
divide by 25000 bikes $18.46
3. Product cannibalization refers ot the phenomenon whereby a new product introduced by a firm competes with and reduces sales of the firm's existing products. It can be argued that this is a negative incremental effect of the new product and the lost cash flows or profits from the exisitng products should be treated as costs in analyzing whether or not to introduce the product. However, if the possibility of introducing the new product is rejected because of these cannibalization costs, a competitor now has the opportunity to fill the niche of this new product and will also erode the sales of the firm's existing products...
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