Reduce Price to Improve Revenues and Margins

CHOICE 1 OBJECTIVE: RETAIN CUSTOMERS

CHOICE 2 SEGMENTS: TARGETED COMPETITOR SEGMENT / STANDARD LEADER PRICE AGAINST ESTABLISHED STANDARD LEADER / AGAINST A TOP TIER STANDARD LEADER

CHOICE 3 COMPONENT: CHANGE FUNCTION AND PRICE TOGETHER

No.	SIC	Year	Notes
1	2038	1992	ConAgra's profitable Healthy Choice line attracted competition. ConAgra met low prices when competitors resorted to discounting to move share. ConAgra introducing $1.99 entree instead of $2.99 entree.
2	2082	1991	While the domestic brewers had the majority of their products in the Standard Leader category, most of them offered products at each of the major price points by the early 80's.
3	3541	1990	Cincinnati Milacron rolled out a new, low-cost model aimed right at Fadal. Japanese rivals are looking into designing simpler products that can match Fadal's price.
4	3571	1987	Apollo introduced a new mid-range model to match archrival Sun's 3/260 model.
5	3571	1989	Digital has introduced aggressively priced workstations. Sun will soon retaliate with low-priced products. HP has slashed prices by 40%.
6	3571	1992	DEC will sell computers directly to customers rather than through its conventional sales force or usual dealer channels (convenience). DEC has created a new, multibillion-dollar PC company to complement its role as a service provider on the back end and networking. DEC is offering a new line of computers. Intel and Tandy are teaming with DEC to make products.
7	3571	2001	Dell Computer, which rocketed to the top of the PC market with its custom made PCs, is expected to unveil a prebuilt PC designed to compete with off-the-shelf models sold in retail stores.
8	3695	2001	TiVo does have one big advantage. If you don't want to pay its $10 monthly fee forever, you can make a one-time payment of $199. UltimateTV does not have that option.
9	3751	2002	Harley Davidson is creating new motorcycle models geared towards its weaknesses in the consumer market. Its new $17,000 Harley V-Rod sits low to the ground with a sleek design and sports performance. It is directed at the younger buyers. Its $10,000 Buell Firebolt is aimed at its Japanese bike competitors and its $4,400 Buell Blast is meant to be a starter bike. However, the Buell models have only 2% of the sport-bike market.
10	4800	2009	Verizon launched a new offer for a low-end DSL service- it operates at slower speeds- priced at $17.99 a month. For under $20 in some areas, Verizon and AT&T allow customers to sign up for "naked DSL," which allows customers to have broadband connection without subscribing to a land line.
11	5812	1992	Taco Bell in southern California offering 39-cent "snack-size" tacos and burritos in a limited-time promotion, taking aim at lower menu-prices at McD's.
12	5812	1992	Carl's Jr. recently matched McD's $1.99 kids-meal price and offered a choice of three baked potatoes with a drink for $1.99. The chain also featured a 99-cent "Big Burger", a less garnished version of a $1.79 Carl's burger.
13	6211	1999	The Wall Street behemoth (Merrill Lynch) announced that in December, it will go head to head with Schwab and E*Trade by offering online trading for a flat $29.95 per-trade fee.

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