Case_In_Point_7th_Edition_Page001_183_2

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$Y : in to orper unper-price our competition, gain tremendous market share and then crank the
price once we have them as loyal customers — kind of like the pricing strategies of Standard
Oil in the 1930s. But I don’t think we’ll need to do that. If the product is that effective, we’ll get
heavy press coverage and soon drive the competition out of the market.
One small point as far as market share is concerned: If a large share of the market currently
uses a topical solution because they like the application process, then we will have to try
harder to get them to switch to a pill, realizing that a percentage of them will never switch.
Type of Case : Market-sizing, pricing
Comments: Our candidate was lucky that the interviewer had more humor than hair. He did
a good job breaking down the market-sizing aspect of the case. He used a chart that kept
information organized. He also looked at three pricing strategies, quickly dismissing one as
irrelevant. I also liked that he took a moment to diagram his pricing strategy. Overall, a nice job.