Hammerpress Video Response Paper Established in 1994, Hammerpress decided stick with the roots of age-old press printing. This allowed the company to give up the high volume production that maximized profits in order to create better value to their customers needs, wants, and demands. By promising true craftsmanship, of having individual employees hand crafting the products this ensures customers that the product they are receive will be unique. The advantages of dynamic pricing for Hammerpress is the company has the final say in how much the final product will be, depending on how often the customer wants changes during the production of the product. Hammerpress calculates pricing by how much labor is put into the production of the product. Customizing products gives customers advantages by have a unique item, which Hammerpress promises customers. Customers’ value proportion is shown because the company promises high level products and consumers’ respond well when a product follows their needs. A disadvantage to dynamic pricing Hammerpress faces is some customers are unhappy of the prices continually changing. This is due to the demands the customer request of the company. Since Hammerpress is unable to have a final price of a product until all the calculations are done when the product is done, many customers turn away from investing their time into something that may cost too much. In order for Hammerpress to expand their market of consumers, they could implement an optional product pricing strategy “ offering to sell optional or accessory products along with the main product”. Many companies follow this strategy when it comes to pricing products. Hammerpress could allow customers to have an easier time customizing their products to an extent, by choosing their product starting with a base and only being able to chose from certain array of choices