Point at Issue Questions - - Question 29

Jean: Our navigational equipment sells for $1,100 and dominates the high end of the market, but more units are sold b...

Theresaturner October 11, 2015

I'm confused

Please explain the answer to this question

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Naz October 27, 2015

Jean believes that they should add a low-cost model to their line because even though they dominate the high-cost market, their competitors are selling more units in the lower-end market. So, he believes adding a low-cost model would allow them to increase over sales while continuing to dominate the high end market.

Tracy doesn't think this is a good idea because she thinks that adding a low cost model will put them at a disadvantage in the high-cost market (note that Jean believes this decision will not affect their domination of the high-end market) since their current consumers are those who associate their company with quality and adding a low-cost model will put them on equal footing with their competitors int he high-cost market.

Therefore, Jean and Tracy disagree over whether the company would no longer dominate the high-cost market if it began selling a low-cost model, i.e. answer choice (D).

Hope that clears things up! Please let us know if you have any other questions.