Optimal pricing and quantity of products with two offerings

Optimal pricing and quantity of products with two offerings

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Article ID: iaor2006232
Country: Netherlands
Volume: 163
Issue: 2
Start Page Number: 530
End Page Number: 544
Publication Date: Jun 2005
Journal: European Journal of Operational Research
Authors: ,
Keywords: decision theory
Abstract:

This paper analyzes the decision of a firm offering two versions of a product, a deluxe and a regular. While both products satisfy the same market, the deluxe version is sold at a high price relative to its cost and is aimed at the high end of the demand curve. The regular version is sold at a low price relative to its cost and is targeted to customers at the low end of the demand curve. This two-offering strategy is especially popular with book publishers where a paperback book is introduced some time after the hardbound version is introduced. The time between the introduction of the two versions of the product is accompanied by a downward shift in the demand curve due to customers losing interest in the product or satisfying their demand from a secondary used market. We solve a profit maximization model for a firm using a two-offering strategy. The model is solved for linear and exponential deterioration in demand, which is assumed to be deterministic. Also, a model with linear deterioration in demand, which is assumed to be stochastic, is solved. The results indicate that substantial improvements in profit can be obtained by using the two-offering strategy. Numerical sensitivity analysis and examples are used to illustrate the results.

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