The Excel LP model for this scenario shows the following sensitivity report for the variable cells . Comment on the salient features
Final Reduced Objective Allowable Allowable
Cell Name Value Cost Coefficient Increase Decrease
$C$2 Newspaper 0 -1000 5000 1000 1E+30
$D$2 Radio 13.76 0 3000 333.3333333 500
$E$2 Twitter 0 -800 700 800 1E+30
$F$2 Facebook 4 0 200 1E+30 2
Answer: The model recommends four Facebook postings and almost 14 radio spots which will reach 42,080 potential tourists. Forcing the two unchosen media would result in a drop of 1000 customers if newspaper entered the marketing mix and a drop of 800 customers if Twitter was required. The Facebook allowable decrease is of some concern among all shown as the decrease of 2 units is small by comparison to the other ranges shown for the newspaper, radio and Twitter channels.
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