Using Market Concentration (Market Shares)
In this activity, students look at the output from a market share (market concentration) spreadsheet and attempt to interpret the results and consider the how it may affect marketing decisions.
Pricing
Using Market Share Information
In this activity, students will review a simple table containing market share and sales information, in order to interpret the marketplace.
Pricing Strategy and Ethics
In this new product pricing activity, students consider whether a market penetration pricing approach is the most effective (and ethical) strategy for a new water amusement park.
J.C. Penney’s Cost-cutting Transformation
In this mini-case, students review the efforts of the J.C. Penney department store to more efficiently compete on price, primarily underpinned by a cost-cutting program. But is this the best approach?
Allocating Fixed Costs (Product Profitability)
Allocating fixed costs to products, in order to more fully assess product profitability, can be determined in different ways with different outcomes. In this simple example, students assess the impact of allocating fixed costs to its products profitability.
A Pricing Strategy Success?
In this case study, the student task is to determine whether the firm should continue with its current strategy (which is mainly priced-based) or does it need to adopt a new approach?
Pricing Against Aggressive Competitors
Retailers often face the challenge of deciding between ‘everyday low pricing’ and ‘high-low’ pricing. The student task is to determine the best pricing approach.
Cost Leadership Strategy
This activity highlights some of the practices that Aldi Supermarkets have adopted to achieve a cost leadership position and provide ongoing longer prices to customers.
Pricing and Positioning
In this activity, there is a key pricing decision to be made in the two situations presented. Keeping in mind the firm’s/brand’s positioning, students consider whether these decisions are logical.
How Important is Price?
In this exercise, students are presented with eight product alternatives, as they would find in a supermarket environment. As they will see, price is simply one aspect of the consumer’s perception of value.
