12-22-2011, 09:15 PM
SEMESTER FALL 2011
Marketing Management (MKT501)
Assignment No. 02
Due Date: Dec 27, 2011
Marks: 30
Topics Covered:
Read the given topics in detail to attempt the assignment.
1. Pricing
2. Pricing objectives
3. Pricing strategies
The Case:
Neven Corporation is an international coffee and coffeehouse chain. Neven is the largest premium coffeehouse company in the world, with 18,887 stores in 55 countries. Neven sells drip brewed coffee, hot and cold drinks, coffee beans, espresso-based hot drinks, salads, hot and cold sandwiches and pastries, snacks, and items such as mugs and tumblers.
Recently Neven observed customers are cutting back and switching to cheaper coffee shops. When recession pushes customers to choose cheaper alternatives and switching from your products, cutting your prices to keep the customers is best conventional strategy. This practice is usually followed and accepted, it is not based on any analysis.
In such a disastrous situation when Neven was loosing its customers, Neven decided to raise its prices by as much as 10%.
Requirements:
1. In the given case of Neven, how did they decide at price increase? (15)
2. Do you think there will be a fall in sales? How long should the sales fall to nullify the benefits of price increase? (15)
Instructions:
Please read the following instructions carefully before preparing the assignment solution:
• Solve this assignment in your own words.
• You can take idea/concept from Video lectures, recommended books, reference books, internet etc
• Copy from internet, VU-Student’s websites/blogs will be graded as zero.
Note:
Only in the case of Assignment, 24 hours extra / grace period after the due date is usually available to overcome uploading difficulties which may be faced by the students on last date. This extra time should only be used to meet the emergencies and above mentioned due dates should always be treated as final to avoid any inconvenience.
Other Important Instructions:
Deadline:
• Make sure to upload the solution file before the due date on VULMS.
• Any submission made via email after the due date will not be accepted.
Marketing Management (MKT501)
Assignment No. 02
Due Date: Dec 27, 2011
Marks: 30
Topics Covered:
Read the given topics in detail to attempt the assignment.
1. Pricing
2. Pricing objectives
3. Pricing strategies
The Case:
Neven Corporation is an international coffee and coffeehouse chain. Neven is the largest premium coffeehouse company in the world, with 18,887 stores in 55 countries. Neven sells drip brewed coffee, hot and cold drinks, coffee beans, espresso-based hot drinks, salads, hot and cold sandwiches and pastries, snacks, and items such as mugs and tumblers.
Recently Neven observed customers are cutting back and switching to cheaper coffee shops. When recession pushes customers to choose cheaper alternatives and switching from your products, cutting your prices to keep the customers is best conventional strategy. This practice is usually followed and accepted, it is not based on any analysis.
In such a disastrous situation when Neven was loosing its customers, Neven decided to raise its prices by as much as 10%.
Requirements:
1. In the given case of Neven, how did they decide at price increase? (15)
2. Do you think there will be a fall in sales? How long should the sales fall to nullify the benefits of price increase? (15)
Instructions:
Please read the following instructions carefully before preparing the assignment solution:
• Solve this assignment in your own words.
• You can take idea/concept from Video lectures, recommended books, reference books, internet etc
• Copy from internet, VU-Student’s websites/blogs will be graded as zero.
Note:
Only in the case of Assignment, 24 hours extra / grace period after the due date is usually available to overcome uploading difficulties which may be faced by the students on last date. This extra time should only be used to meet the emergencies and above mentioned due dates should always be treated as final to avoid any inconvenience.
Other Important Instructions:
Deadline:
• Make sure to upload the solution file before the due date on VULMS.
• Any submission made via email after the due date will not be accepted.
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