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Essay / Research Paper Abstract
This 4 page paper is based on two scenarios where planning for pricing and research and investment are determined in order to increase sales. This paper is a comparison of the two strategies and results for the different strategies. The bibliography cites 4 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEhandheldslp5.doc
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Unformatted sample text from the term paper:
in SLP 4 were different from those seen in the previous SLP 2. In the initial SLP 2 decisions made in the first round based on general consideration of the
environment. The X5 was left at $250, on the basis of this price had done well in the past; the same strategy was utilized for the X7. In many instances
where there is a new product launched, there is potential to undertake a price skimming strategy. A price skimming strategy is where a high price is used to increase revenues
during the early stages, with those individuals making the purchase been prepared to pay a premium. The X6 saw a price increase, this is based on the idea that the
market was seen as one that was inelastic, where there is not perceived to be significant change in demand where there was a price change. However, the pattern of elasticity
is not always a simple straight line. When considering the changes that were made in SLP 4 these were significant. A market penetration strategy was adapted for the X7, where
the CVP analysis indicated that there was room for a significant price decrease due to the variable costs, with the price dropped by a total of 30%, to $140, from
$200. The product is elastic, as the sales increased significantly and took the product into profit for the first year (Nellis and Parker, 2006). A similar strategy was utilized
for the X5, a price drop in was less, reduced from $250 to $220, once again this is known to be a price sensitive product, and as such being inelastic
the price decrease has resulted in a significant increase in demand for the number of units. Where the level of profit, or contribution, per unit has decreased the total has
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