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My Notes

In: Business and Management

Submitted By ktkthera
Words 966
Pages 4
These are my observations on the Lille Tissage Exercise that I had given in the last BBMK class.

Facts :

Lille Tissage is the largest company in its segment. (FF 96 Mn T.O) and it wants to expand for which capital is needed. The company’s sales force is on Straight salary – they sell all lines.

• Makes Item 345 – Price Leader – Small Competitors – Wait for LT to announce price – Losing market share from 1995 on Item 345

1. It is a fact that item 345 has lost market share and as the product manager I would be concerned about it. By retaining FF20 price I can gain market share only if competition increases their price to FF20. At the outset this seems unlikely because competition has not exhibited the “follow the leader” pricing in the last two years.

2. Item 345’s price increase two years ago was driven by the management’s desire to generate revenues to fund some expansion. This is an internal consideration and is not based on market forces. For example, if the price rise was due to increase in costs on the supply side, everyone would be affected and everyone will perhaps increase price once the leader does. Here there is no reason for competition to raise the prices. Hence as the product manager, I would question the wisdom behind funding some expansion plan at the cost of my market share.

3. It is also important to make full use of the manufacturing facility of item 345 because, as given in the case, this facility can not be used for some other product.

4. We must keep in mind that FF20 per meter is probably the upper limit indicating customer willingness to pay. However, Lille Tissage can not exploit this monopolistically due to presence of competitors.

5. Competition is likely to raise the price if they are opportunistic, that is they would like to take advantage of my

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