| Summary: | 碩士 === 國立政治大學 === 國際經營管理碩士班(IMBA) === 96 === Abstract
A Case Study of Energy Savers Pricing Strategy
in Taiwan Modern Retail Channels
By
Misha Lin
The intensive competition, strong bargain power of channels and diversified marketplace has made the pricing management more and more complicated nowadays. Marketing managers have to keep pace with the fast changing markets and equipped with abundant knowledge. Pricing is viewed as the primary driver for short-run revenue and the key factor to impact both top line and bottom line; the pricing decision is critical for sustainability.
Premium brands in modern retail channels are getting difficult to dominant the market because of retailers start to invest their own low- priced Private Labels. The case study of research, Philips energy savers, is facing the challenge from price attack from Private Labels and losing market share gradually.
This research objective is to find a suitable price range for Philips to react with Private Labels and to maximize the market share, by adopting methodologies include sales transaction data, Price Elasticity, Direct Questioning, Price Sensitive Meter and Brand-Price- Trade Off. The research is expected to be a reference for all premium brands of commodities to approach pricing strategy in modern retail channel.
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