International Price Setting (Scenario)
The Comfy Couch Corporation (CCC) is a leading American manufacturer of sofas, sectionals, and lounge chairs. Managers from the U.S.-based firm recently met a London retailer who expressed an interest in selling CCC lounge chairs in his stores. The retailer sells a number of different furniture brands in his stores, so CCC managers need to price their furniture appropriately if the firm is to be competitive in the European market.
Which of the following should most likely be considered by managers of CCC before setting the price for the lounge chairs manufactured by the company?
◦ In what other markets could CCC export its high-priced line of furniture?
◦ Would the London retailer be able to recommend appropriate intermediaries?
◦ What type of pricing strategy best corresponds to the corporate goals of CCC?
◦ Does CCC plan to implement product diversification in the future?
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