FDP Company produces a variety of home security products. Gary Price, the company's president, is concerned with the fourth quarter market demand for the company's products. Unless something is done in the last two months of the year, the company is likely to miss its earnings expectation of Wall Street analysts. Price still remembers when FDP's earnings were below analysts' expectation by two cents a share three years ago, and the company's share price fell 19% the day earnings were announced. In a recent meeting, Price told his top management that something must be done quickly. One proposal by the marketing vice president was to give a deep discount to the company's major customers to increase the company's sales in the fourth quarter. The company controller pointed out that while the discount could increase sales, it may not help the bottom line; to the contrary, it could lower income. The controller said, "Since we have enough storage capacity, we might simply increase our production in the fourth quarter to increase our reported profit."
Why would an increase in sales resulting from offering an deep discount not help the bottom line? How could the controller's suggestion of increasing production increase company profits? Are there ethical concerns in this situation?