To price a superior emissions control system it developed for a European truck manufacturer's North American operations, EnviroSystems (ES), a disguised name, adopted a value based pricing strategy. The customer had set a target price for the base system 30% lower than ES proposed. ES made design changes and developed additional components for an enhanced system to lower installation costs, eliminate components, and make end-of-line validation unnecessary. The price accepted was twice the price ...

BPIR Categories

4.1.4 Develop & implement marketing strategy
3.2.1 Translate customer needs into product requirements
3.4.1 Design product/process/service enhancements

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