Pricing it Right: Three Caselets in Pricing |
ICMR HOME | Case Studies Collection Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Abstract:This is a collection of three caselets that would help highlight the issues involved in pricing a product or service.
The second caselet is about Apple
Inc.'s (Apple) pricing of iPhone in the US. In 2007, Apple
raised many eyebrows by reducing the price of its much hyped
iPhone by one-third within 10 weeks of the launch. While some
analysts felt that adoption of such market skimming strategies
and subsequent price cuts by companies selling technological
devices was nothing new, others felt that Apple's decision to
reduce the price so drastically just a few weeks after the
launch was a public relations fiasco. Issues:• Understand the issues and challenges in Pricing a product or service (pricing decisions, premium pricing, market skimming, etc). Contents:Keywords:Pricing, Pricing strategy, Pricing policy, Premium price, Market skimming strategy, Name Your Own Price, NYOP, Threshold price, Demand and supply, Business model, e-commerce, Priceline, Early adopter, Public relations, iPhone, Apple, Fuzeon, Roche, Innovation Caselet 1: Priceline's Pricing Strategy: Name Your Own Price (NYOP) & Beyond - Next Page>> |
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