Two managers, James Hamilton and Thomas Seymour, had the following discussion of ways to increase the profitability of this new offering:
James: I think we need to think of some way to increase our profitability. Do you have any ideas?
Thomas: Well, I think the best strategy would be to become aggressive on price.
James: How aggressive?
Thomas: If we drop the price to $60 per unit and maintain our advertising budget at $15,000,000, I think we will generate total sales of 2,000,000 units.
James: I think that is the wrong way to go. You are giving too much up on price. Instead, I think we need to follow an aggressive advertising strategy.
Thomas: How aggressive?
James: If we increase our advertising to a total of $25,000,000, we should be able to increase sales volume to 1,400,000 units without any change in price.
Thomas: I do not think that's reasonable. We will never cover the increased advertising costs.
Which strategy is best: Do nothing? Follow the advice of Thomas Seymour? Or follow James Hamiltons strategy? Explain your position.