2009年12月11日 星期五

Week 14


Topic: Pricing and Pricing Strategy
Date: Dec 22, 2009
Time: 6:00-9:50pm
Classroom: TR 510

Agenda

6:00-7:00pm Group Project Progress Review
Each team presents your up-to-date project with the following content;
1. Company Mission Statement/Credo(100 words at most)
2. Business Description(200 words, covering capital, manpower, products/services, operation)
3. Business Objectives(5 lines at most)
4. Executive Summary(draft to be refined, covering goals, strategies, approaches, budget, key to success)
5. Market and Environment Analysis (Macroenvironment and Microenvironment)
6. Marketing Mix Strategies(to be completed)
7. Implementation(4P's)(to be completed)
8. Assessment(to be completed)
9. Critical Issues and Resolutions(to be completed)

7:10-9:00pm Lecture

9:10-9:50pm Case Study
Payless ShoeSource: Paying Less for Fashion
Each team has 5 minutes to present your findings and answers
Questions for Discussion
1. Which of the different product mix pricing strategies discussed in the text applies best to Payless's new Strategy?
2. How do concepts such as psychological pricing and reference pricing apply to the Payless Strategy? On what ways does Payless strategy deviate from these concept?
3. Discuss the benefits and risks of the new Payless strategy for both Payless and the designers. Which of these two stands to lose the most?
4. Consider the scale on which Payless operates. How much of a price increase does Payless need to achieve in order to make this venture worthwhile?

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