Applecore Assignment Aditya Singh(PGP32323)

Section G
Website
Decision Variables
Budget

Customer

1
2
1
0
$5.0 $8.0

3
1
$3.5

4
0
$5.5

5
0
$7.0

6
0
$4.5

7
0
$6.0

8
0
$5.0

9
0
$3.0

10
0
$2.2

1
2
3
4
34
35

1
0
1
1
0
0
1

2
0
0
0
0
0
0

3
0
0
0
0
0
0

4
0
1
0
0
1
0

5
0
0
0
1
1
1

6
0
0
0
1
0
1

7
0
0
0
0
0
0

8
0
0
0
0
0
0

9
0
0
0
0
0
0

10
1
0
0
0
0
0

36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53

1
0
0
0
0
0
0
0
0
1
0
1
0
1
0
0
0
0

0
0
0
1
1
0
0
0
0
1
0
0
0
0
0
1
0
1

1
1
1
0
0
0
0
0
0
0
0
0
1
1
0
0
0
0

0
0
0
0
0
0
1
0
0
0
0
0
0
1
0
0
0
0

0
1
0
0
0
0
1
0
1
0
0
1
0
0
0
0
0
1

0
0
0
0
0
0
1
0
0
0
0
0
0
0
0
1
0
0

0
0
0
1
1
1
0
0
0
0
1
0
0
0
0
0
0
0

0
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1

0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1

0
0
0
0
0
0
0
0
1
0
0
1
0
0
0
0
0
1

Total customer reach

10

Budget constraint
8.5 <=

$5.0

Constraint for single counting

sumproduct
Unique Customers(Binary Var.)
0
0 >=
1
1 >=
1
1 >=
0
0 >=
0
0 >=
1
1 >=
2 >=
1 >=
1 >=
0 >=
0 >=
0 >=
0 >=
0 >=
0 >=
1 >=
0 >=
1 >=
1 >=
2 >=
0 >=
0 >=
0 >=
0 >=

1
1
1
0
0
0
0
0
0
1
0
1
1
1
0
0
0
0

Budget ($000)
5
10
15
20
25
30
35

Customer Reach

Percentage Reach
12
23%
23
43%
31
58%
35
66%
41
77%
45
85%
45
85%

Percentage Reach
100%
80%
60%
Percentage Reach %

Percentage Reach

40%
20%
0%

5 101520253035

Budget $000

1
2
3

See Data Tab

23
Sensitivity analysis

The additional increase in percentage has a tendency to decrease monotonically as the budget allocation
According to the graph and chart, when the budget changes from 20,000 to 25,000, the additional increas
from 15,000 to 20,000. This is because the cost per week on each website varies and some of websites c
enough to put advertisements on a more costly website, the additional percentage reach might seem to st
Applecore Childrens Clothing should measure the relationship between the potential revenue and custom
optimize the overall profit for the company. If assuming the company has enough budget and just wants to
the best choice according to the graph, since the accumulated margin goes to the highest point.

Budget versus Percentage Reach

90%
80%
70%
60%
50%
Percentage Reach %

Percentage Reach

40%
30%
20%
10%
0%

10

15

20

Budget $000

25

30

35