Essay - Formulating Questions for Research: Kinko's Pricing Analysis What is the...

Formulating Questions for Research: Kinko's

Pricing Analysis

What is the price elasticity of offering duplication services to small businesses that only need 1,000 copies a month?

What is ***** price elasticity curve for architectural firms that need to make ***** of their D- and E-size drawings on a regularly bas***** for project meetings ***** customer presentations?

What is the potential price for creating Kinko's Intranet sites in Fortune 500-class organizations so they can quickly submit ***** largest print jobs online and scheduling them automatically?

What would the impact be of creating a Special Pricing Request (SPR)-based application for managing price exceptions to standard contract terms?

***** is the ***** ***** price cutting by Alphagraphics and other larger, more concentrated competitors?

What is the potential for incremental gross margin from the core ***** walk-up business and what is the price elasticity of this service?

What is the ***** for adding in same-day electronic delivery at cost to bring in additional customers to K*****ko's?

What is ***** cost impact of a 100% Satisfaction Guaranteed offer to the largest corporate clients ***** get them as accounts?

***** our core ***** inel*****tic, price elastic or highly price *****?

What is the highest price consumers are willing to pay ***** direct web-based printing of large print jobs from their homes? In black and white? In color?

***** Analysis

***** are the top three additional ***** Kinko's should offer to *****?

***** are ***** *****p ***** additional services Kinko's should offer to commercial accounts?

Is it better to price for ***** on a per job or ***** a ***** time period b*****sis?

How elastic ***** inelastic is the dem***** ***** services priced separately versus in bundles?

How many services at a minimum need ***** be included in a bundle to incre*****se cus*****mer loyalty?

***** are ***** ***** sw*****ching costs of consumers for the basic copy service?

How *****ten do commercial accounts re-evaluate ***** printing and copying providers?

What are the top three reasons why a ***** account drops a copying and ***** *****?

***** important is word-of-mouth to the entire process of selecting a new commerci*****l ***** and printing service for small businesses? Mid-size businesses, ***** businesses?

Are small businesses the most price elastic or ***** when it comes ***** deciding on the ***** terms w*****h a copying ***** printing provider?

How the *****formati***** Will Be Used

It is critical for Kinko's to understand the decision making process each ***** its customer segments use in evaluating *****ether to become long-term subscribers ***** their services or not. The interaction of pricing and service variables as shown in the twenty questions above will provide Kinko's with enough data to create pricing strategies by ***** by segment. For example, Kinko's ***** know from ***** ***** if they ***** have an introductory package for small & medium businesses, ***** a more *****ll-encomp*****sing suite of services for mid-tier and larger companies. What makes these strategies very difficult to plan is the wide variations in price ***** *****in each ***** them. By