Plum charges £500 for its smartphone, producing a revenue of £8 million per month. It fears that a competitor, MV, will shortly make a price reduction of 10% for its product. The marketing manager is considering whether to match this price reduction in order to try and maintain sales. She has estimated that Plum’s PED is –1.5 and the CED with the competitor’s product is 0.8. The marginal cost is estimated to be 42% of the price. a) Calculate the effect on Plum’s sales volume and revenue assuming it maintains its price at the existing level. b) Calculate how much of a price cut Plum would need to make to maintain its sales volume at the existing level. c) Evaluate whether the price cut is a good strategy

Plum charges £500 for its smartphone, producing a revenue of £8 million per month. It fears that a competitor, MV, will shortly make a price reduction of 10% for its product. The marketing manager is considering whether to match this price reduction in order to try and maintain sales. She has estimated that Plum’s PED is –1.5 and the CED with the competitor’s product is 0.8. The marginal cost is estimated to be 42% of the price. a) Calculate the effect on Plum’s sales volume and revenue assuming it maintains its price at the existing level. b) Calculate how much of a price cut Plum would need to make to maintain its sales volume at the existing level. c) Evaluate whether the price cut is a good strategy

Managerial Economics: Applications, Strategies and Tactics (MindTap Course List)

14th Edition

ISBN:9781305506381

Author:James R. McGuigan, R. Charles Moyer, Frederick H.deB. Harris

Publisher:James R. McGuigan, R. Charles Moyer, Frederick H.deB. Harris

Chapter14: Pricing Techniques And Analysis

Section: Chapter Questions

Problem 1E

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