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You have just taken over the job of senior product manager for a line of Consumer Home Routers at Cisco. On your first day at work (March 15...the Ides of March) your new boss walks into your office and informs you that your product line will be discontinued and replaced by a (revolutionary) new product line on October 1 of the same year. She also tells you that she wants you to lower prices on your existing product line by 20% in order to protect profitability during the transition. After a moment of (stunned) reflection, you tell her that you need 24-hours to gather some information and will respond to her at that time. You go to a number of sources including field sales VPs, market research, other product managers, and an external consulting firm (McKinsey & Co.) and ask them how responsive customers have been to changes in prices in the past. They tell you that a 10% decrease in price always leads to a 5% increase in units sold.. The next day you walk into your boss's office. What is your recommendation and what is your reasoning?
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