Reduce Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: ATTRACT CUSTOMERS
CHOICE 2 SEGMENTS: TARGETED COMPETITOR SEGMENT / STANDARD LEADER PRICE AGAINST ESTABLISHED STANDARD LEADER / AGAINST A TOP TIER STANDARD LEADER
CHOICE 3 COMPONENT: PROVIDE A SAMPLE OF THE PRODUCT
| No. | SIC | Year | Notes |
| 1 | 3861 | 1997 | Fuji is upping the heat despite a 3.7% tariff on all imported film by: 1) Price-cuts which resulted in 28% increase in shipments of Fuji film, while Kodak's shipments dropped 11% 2) Fuji is generous with free samples. Analysts expect Fuji's gains in the US to push it past Kodak in worldwide market share by 1998 or 1999. Kodak's 1996 world market share was 40% vs 35% for Fuji, today to 39% for Kodak vs. 37% for Fuji. |
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