Assume you are the new Product Manager in our Amazon Prime business and are in charge of Pricing. The VP would like to lower the price from $79.99 per year to $69.99 per year. Making your own assumptions, develop the financial projections of this decision.

Provided in Explanation

Explanation:

This is a very general question however I'll try to answer it to the best of my knowledge.

If I use my own assumptions then these will be the Projections:

Selling Price $79.99 Selling Price $69.99

Cost of Sales/unit $40.00 Cost of Sales/unit $40.00

Expenses/unit $15.00 Expenses/unit $15.00

Demand @ $79.99 1000 Demand @ $69.99 1200

Sales $79,990.00 Sales $83,988.00

Cost of Sales $40,000.00 Cost of Sales $48,000.00

Expenses $15,000.00 Expenses $18,000.00

Profit $24,990.00 Profit $17,988.00

The final decision however relies on the Price Elasticity of the Product. If the Product is Price elastic then lowering the Price will lead to a significant rise in Demand. However if the Product is Price inelastic then lowering the Price will not lead to a significant rise in Demand and thus profit margins will be lowered. If the Product is Price inelastic then it is better to increase prices in order to gain more profits. In the case of Unit Elasticity the change in Demand will be at the same proportion as price change so it won't be of any use to change the Price.