Manag., July-2016-Q23
- Option : A
- Explanation : Responding to Price Changes
For responding the Price Change, the firm needs to consider several issues: Why did the competitor change the price? Is the price change temporary or permanent? What will happen to the company's market share and profits if it does not respond? Are other competitors going to respond? Besides these issues, the company must also consider its own situation and strategy and possible customer reactions to price changes. If the company decides that effective action can and should be taken, it might make any of four responses. First, it could reduce its price to match the competitor’s price. It may decide that the market is price sensitive and that it would lose too much market share to the lower-priced competitor. Cutting the price will reduce the company’s profits in the short run. Some companies might also reduce their product quality, services, and marketing communications to retain profit margins, but this will ultimately hurt the long-run market share. The company should try to maintain quality as it cuts prices. Alternatively, the company might maintain its price but raise the perceived value of its offer. It could improve its communications, stressing the relative value of its product over that of the lower-price competitor. The firm may find it cheaper to maintain price and spend money to improve its perceived value than to cut price and operate at a lower margin, Or, the company might improve quality and increase price, moving its brand into a higher price-value position. The higher quality creates greater customer value, which justifies the higher price. In turn, the higher price preserves the company's higher margins. Finally, the company might launch a lowprice “fighting brand”—adding a lower-price item to the' line or creating a separate lower price brand. This is necessary if the particular market segment being lost is price sensitive and will not respond to arguments of higher quality.
