You Make the Call-Situation 2

question 44

Essay

You Make the Call-Situation 2
Tom Anderson started his records storage business in the New York metropolitan area in 1991. His differentiation strategy was to offer competitive prices while providing state-of-the-art technology, easy access to his warehouse, and, of course, great service.
After opening the business, Anderson learned that most potential customers had already signed long-term storage contracts with competitors. These contracts included a removal fee for each box permanently removed from the storage company's warehouse, making it difficult for customers to consider switching.
Anderson believes that the survival of his company hinges on his view of what the essence of his business is. In other words, is he operating a storage company or a real estate business? He is convinced that he must answer this question before making any decision regarding pricing strategy.

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Definitions:

Board Of Directors

A group of individuals elected by shareholders to oversee the management and governance of a corporation.

Convertible Bond

A type of bond issued by corporations that can be converted into a predetermined number of shares of the issuing company's stock at certain times during the bond's life, usually at the discretion of the bondholder.

Interest Payment

The payment made to a lender by a borrower for the privilege of borrowing money, typically part of the return on a loan or bond.

Cash Dividend

A payment made by a company out of its profits to shareholders, usually in the form of cash.