ALG Co is launching a new, innovative product onto the market and is trying to decide on the right launch price for the product. The product’s expected life is three years. Given the high level of costs which have been incurred in developing the product, ALG Co wants to ensure that it sets its price at the right level and has therefore consulted a market
research company to help it do this.
The research, which relates to similar but not identical products launched by other
companies, has revealed that at a price of $60, annual demand would be expected to be 250,000 units. However, for every $2 increase in selling price, demand would be expected to fall by 2,000 units and for every $2 decrease in selling price, demand would be expected to increase by 2,000 units. A forecast of the annual production costs which would be incurred by ALG Co in relation to the new product are as follows

Required:
Calculate the optimum (profit maximising) selling price for the new product AND calculate the resulting profit for the period.

Note: If P = a – bx then MR = a – 2bx.