Reference no: EM132245505
Suppose you are the VP of Marketing for SolMate an electric solar cell manufacturer with customers in the transportation, military and consumer electronics markets. A small, new competitor e-Solex has entered the market with a lower-priced knock-off version of one of our solar cell products. Based on the material in this chapter, what are some of the options you have to respond to this competitive threat, and what questions should you ask your marketing team to help you choose the best response? 2. Suppose you are the VP of marketing for Tech-Temps, a Chicago-based temporary employment agency that specializes in providing companies with temporary workers trained in technical skills (like welding, drafting, programming). You are thinking of expanding into the Cleveland market. Would you choose a price skimming or penetration pricing strategy? Why? Provide a rationale for your decision that is consistent with what you learned int his chapter. 3. Weld-Rite is a manufacturer of welding safety equipment. They use a network of regional distributors to sell their products. However, their pricing is higher than their competitors because of “the double marginalization problem.” Do some research by looking up the double marginalization problem. What is it? Propose two possible solutions to help Weld-Rite overcome the double-marginalization problem. 4. Review the DataCare example of Value Based Pricing and answer the following: A. What was the initial target price for the service? B. What drivers of value did the market research reveal C. Based on the research what is likely to be a reasonable price ceiling for the service? 5. Briggs & Stratton is thinking about opening a new small engine plant in Cincinnati. Consider the following Break-Even Analysis Graph to answer parts A-E below:
A. What is the companies fixed cost to make 3,000 units? 7,000 units?
B. What price does an engine sell for? (use an estimate based on the graph)
C. At what sales volume does the company begin to see a profit?
D. What is the variable cost per engine?
E. How much profit do they make if they produce 10,000 engines?