Reduce Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: ATTRACT CUSTOMERS
CHOICE 2 SEGMENTS: PRODUCT COST SAVINGS SEGMENT / MANUFACTURING BUSINESS FUNCTIONAL COSTS / CREATE COST
CHOICE 3 COMPONENT: CHANGE THE BENEFIT PACKAGE
| No. | SIC | Year | Notes |
| 1 | 2834 | 1988 | Big drug makers beginning to sell generic drugs. "As generics come of age and play an increasing role in the marketplace, there's always an opportunity of becoming the leading generic against your own brand." |
| 2 | 4833 | 1986 | Networks are offering advertising at a lower price point: for the first time, all three networks are accepting 15-second commercials to attract companies that otherwise could not afford the steep price of network advertising. |
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