Marketing
6th Edition
ISBN: 9781259709074
Author: Dhruv Grewal Professor, Michael Levy
Publisher: McGraw-Hill Education
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Question
Chapter 15, Problem 2CCS
Summary Introduction
Case summary:
Case study is about the dominant Pizza players in the Country U based on their pricing tactics and market share.
Company J is the fourth largest pizza restaurant franchise in Country U and it tries to offer the lowest prices in a market. It brings up the prices to customers a lot of in line with competitor’s costs and it has introduces the products with quality guarantee. Finally it tries to seek several innovations to get consumer calling for an order.
Company L is the third largest pizza chain in Country U. It offers the pizza based on convenience and their advertisement campaigns are often features unrealistic sequences.
Company D relies on its delivery reputation and starts by delivery through mobile commerce capabilities. It utilizes the mobile better than the other competitors and doesn’t change its pricing strategy.
Company P is the biggest player in Country U pizza chain by creating a promotion and pricing strategies. It focused importance on making easier to get a better pizza.
Thus, the rest of pizza occupies more than 60 percent of pizza chain market share
Characters in the case:
- Company J
- Company L
- Company D
- Company P
To discuss: Effect of current price wars on pricing tactics that are used by major pizza chains.
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