A Destabilizing Situation for Binatone: The Market for 1000W Stabilizers in Nigeria Case Solution
Abstract:
Binatone's 1000W stabilizer business was under pressure due to multiple factors. Faced with this situation, management at Binatone was contemplating a number of prospective reactions to revitalize its 1000W stabilizer business. These included the possibility of changing the standard mark-up policy employed for all Binatone products, the launch of a 1000W stabilizer line extension, and new distribution and communication policies.
In addition, the line extension is potentially inconsistent with the mother-brand (Binatone) and distributors have limited space to stock two 1000W products from the same company.
Pedagogical Objectives:
2- To highlight the shortcomings of a standard mark-up policy as a way of setting prices across a range of products. In addition, the line extension is potentially inconsistent with the mother-brand (Binatone) and distributors have limited space to stock two 1000W products from the same company. 5- To develop the skill of looking through data and charts in order to find the seeds of a compelling argument for consumers to shift their focus (and potentially their preferences) to a higher priced/higher quality product.
Faced with this situation, management at Binatone was contemplating a number of potential responses to revitalize its 1000W stabilizer business. These included the possibility of changing the standard mark-up policy employed for all Binatone products, the launch of a 1000W stabilizer line extension, and new distribution and communication policies.
This is just an excerpt. This case is about Marketing
published: 13 Apr 2007
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