Smith, Doug
Another case, that of car maker Mazda's experience with its Miata sports model, demonstrates the kind of opportunity that a value-advantaged company can easily forgo if it does not fully appreciate its position (see sidebar, "US economy sports car market, 1990"). 6 Distribution of customers...
PRICINGSetting value, not price© THE CURTIS PUBLISHING COMPANY98THE McKINSEY QUARTERLY 1997 NUMBER 1 The first task is to map benefits versus price – as the customer sees themBear in mind that equal value doesn’t mean equal market shareThe key decision: do you stay on the line of value...
Another case, that of car maker Mazda's experience with its Miata sports model, demonstrates the kind of opportunity that a value-advantaged company can easily forgo if it does not fully appreciate its position (see sidebar, "US economy sports car market, 1990"). 6 Distribution of customers...