Through the case study, A.G.Barr Company has suffered fierce competition and finally becomes a historied company. It has sophisticated distribution channel which can help company save the cost and easier to gain economics of scale. (b) the demand for barr’s product is probably price elastic. Explain how this may influence the way in which barr’s markets it product. (5’) Definition of “the price elasticity of demand”: price elasticity is a kind of measurement which used to measure sensitivity of changes in quantity demanded in response to the changes of price.
And for A.G. Barr, the main product, Irn-Bru, is a kind of product which its price elastic to demand, in other word means coefficient elastic > 1.
We find that few companies are involved in soft drinks industry. So A.G. Barr is in oligopoly market. Due to the special character of oligopoly market, Irn-Bru is a convenient product, easily influenced by price factors and sensitive to the changes of price, either competitor’s price or itself.
Pricing activities: price policy: due to the character of Irn-Bru, price elastic to demand, using lower price strategy to enhance the sale could help company to increase turnover.
Through the case study, during 2001 and 2002, the rate of exchange between Euro and Pound has changed. The Euro has depreciated which made import becoming cheaper than buy local products. The A.G. Barr Company reduced 30% of price for the wholesalers. Though the appendix six, the turnover of 2002 is higher than turnover of 2001. This action has efficient increase the turnover and makes the market share steady.
Promotion: A.G. Barr Company has large investment...