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Pricing Strategy Plan PDF

This document outlines the sections and content to be included in a pricing strategy paper for San Beda University. It provides guidance on analyzing the industry and general environment, identifying relevant market segments, determining pricing strategies, and proposing marketing programs. Students are instructed to use models like Porter's Five Forces to analyze competition and industry factors. They are also provided examples of economic indicators and templates to aid in their pricing strategy decision making and presentation of marketing activities. The paper aims to provide students a framework to develop a comprehensive pricing strategy based on research and analysis.

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Jerwin Canteras
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2K views

Pricing Strategy Plan PDF

This document outlines the sections and content to be included in a pricing strategy paper for San Beda University. It provides guidance on analyzing the industry and general environment, identifying relevant market segments, determining pricing strategies, and proposing marketing programs. Students are instructed to use models like Porter's Five Forces to analyze competition and industry factors. They are also provided examples of economic indicators and templates to aid in their pricing strategy decision making and presentation of marketing activities. The paper aims to provide students a framework to develop a comprehensive pricing strategy based on research and analysis.

Uploaded by

Jerwin Canteras
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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SAN BEDA UNIVERSITY

PRICING STRATEGY PLAN (PRICEMK)


Second Semester, A.Y. 2020-2021 2nd Cycle

Prepared by:

Antonino Arturo Manahan


Associate Professor

PRICING STRATEGY PAPER (PRICEMK) - Second Semester, A.Y. 2020-2021


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Table of Contents Page
Title page
Introduction (optional)

I. Industry analysis
II. General environment analysis
III. Integration of data presentation and analysis of items no. 1 & 2
IV. Market segment
V. Pricing strategy decision with templates
VI. Marketing program and activities.
VII. Scope, limitations, & conditions of the proponent
VIII. Appendices, references, and/or sources of information.

PRICING STRATEGY PAPER (PRICEMK) - Second Semester, A.Y. 2020-2021


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I. Industry analysis

The figure presented above is the model of Michael Porter’s five forces framework.
This is the model to be used in analyzing competition and industry status of the given
product/service category to you. Descriptions are made for your guidance and reference.
You may refer to Fred David’s e-book entitled “Strategic Management” available in the
internet or other reference material that will give you the details of this model.

The indicators given above, your assigned product/service will be placed under
“Threat of new entrants” The remaining variables is subject to data gathering to identify
present status of the competition and industry. Don’t for get to include all the references
and sources of material you will use in gathering information.

PRICING STRATEGY PAPER (PRICEMK) - Second Semester, A.Y. 2020-2021


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II. General environment analysis

This section pertains to analyzing the general environment. These are: demographic,
cultural, and social; economic; technological; political, legal, & government; and global
environment. For this paper, only economic environment is deemed necessary in-line
with pricing strategy decision. You may opt to use other general environmental factors
if you think it is deemed necessary and important to supplement ample support in all
your future claims in identifying pricing strategy decision/s. Furthermore, for economic
environment you may use the following indicators in analyzing present and past
conditions, these are:

Availability of credit; Demand shifts for different goods & services;


Level of disposable income; Income differences by region & consumer groups;
Propensity of people to spend; Price fluctuations;
Interest rates; Foreign countries’ economic condition;
Inflation rates; Tax rate variations by country and state; and etc.
Gross domestic product trends;
Consumption patterns;
Unemployment trends;
Value of the dollar in world markets

Do not limit yourself to the above mentioned economic indicators, you may use
other indicators that you think significant and important to establish a more credible
and valuable information to keep your analysis much acceptable.

III. Integration of data presentation and analysis of items no. 1 & 2

In this section, since you presented the detailed information in items 1 and 2. You
will now integrate such information to formulate possible indicator/s. Matching items
1 and 2 will help you clarify your stand, the conditions you will set in establishing your
pricing strategy proposal. The final results in combining 1 and 2 will serve as your
borderline in specifying the market segment you will deliberate. Much better if this
item can be presented using table/figure form for convenience in analyzing data.

IV. Market segment

Since you have the results of your analysis in section III. From there-on, you now
choose which of the segmentation variables you will use and identify the over-all pricing
strategy essentials. You as the proponent, will decide whether to use one or two market

PRICING STRATEGY PAPER (PRICEMK) - Second Semester, A.Y. 2020-2021


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segment/s variables. Explain/justify narratively the significant importance of such
decision.

V. Pricing strategy decision with templates

From this point, you finally decided the pricing strategy essential/s to be used. Align
this with supporting “pricing templates” given to you in exhibiting the potential of your
pricing strategy decision. Through the use of the templates you may set your own
conditions you think significant and applicable along with your pricing strategy decision.
Enumerate all these conditions in section VI.

VI. Marketing Programs and activities:

This section will present the highlight of marketing programs and activities you will
propose to fit the requirements you set in the overall pricing strategy decision/s. This
can be presented using a vertical narrative presentation or in landscape form. Below is
an example of a template that can be use subject for your modification and conditions.
The details are as follows:

Marketing Objective Specific activity Duration Monitoring & Contingencies/decision


program control
Tik-Tok challenge To use tik-tok as a (Design an one week Sales Discontinue if fails.
marketing activity in-line
program using with tik-tok
this platform program)
venue to
encourage
consumers to
participate and
take advantage of
the limited price
offer.

VII. Scope, limitations, & conditions of the proponent

This section will describe the extent of the study, it pertains to the actual place where
the study will only be conducted, duration of the conduct of the study, inclusions of the
study [only specific aspect of the study or topic], limit to the number of but not limited
to [i.e. respondents; indicators and/or variables, etc..] may deemed significant. And the
area [the assigned product/ service category] limited. For conditions, these are the
parameters set by the proponent in-relation to the overall set-up in coming up with a
more realistic and acceptable decision.

VIII. Appendices, references, and/or sources of information.

PRICING STRATEGY PAPER (PRICEMK) - Second Semester, A.Y. 2020-2021


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References:

David, Fred. (2017) Strategic Management. England. Pearson Education Ltd.

Internet source:

https://www.google.com/search?q=michael+porter%27s+five+forces+model+images&tbm=isch
&ved=2ahUKEwjLqcOj-bvxAhUyxIsBHeeADAYQ2-
CegQIABAA&oq=michael+porter%27s+five+forces+model+images&gs_lcp=CgNp
bWcQAzoCCAA6BAgAEB46BggAEAUQHjoGCAAQCBAeOgQIABAYUNODBli
2iwZgo5QGaABwAHgAgAF1iAG2BZIBAzQuM5gBAKABAaoBC2d3cy13aXota
W1nwAEB&sclient=img&ei=vpnaYMvSFbKIr7wP54GyMA&bih=947&biw=1903
&rlz=1C1RLNS_enPH841PH841&hl=en-GB#imgrc=fsmGqojUDRB8pM

PRICING STRATEGY PAPER (PRICEMK) - Second Semester, A.Y. 2020-2021


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