Bellini Robotics Corporation Has Developed a New Robot-Model EM-28-That Has

question 305

Essay

Bellini Robotics Corporation has developed a new robot-model EM-28-that has been designed to outperform a competitor's best-selling robot. The competitor's product has a useful life of 30,000 hours of service, has operating costs that average $1.40 per hour, and sells for $129,000. In contrast, model EM-28 has a useful life of 90,000 hours of service and its operating cost is $0.80 per hour. Bellini has not yet established a selling price for model EM-28.
Required:
From a value-based pricing standpoint:
a. What is the reference value that Bellini should consider when pricing model EM-28?
b. What is the differentiation value offered by model EM-28 relative to the competitor's offering for each 90,000 hours of service?
c. What is model EM-28's economic value to the customer over its 90,000 hour useful life?
d. What range of possible prices should Bellini consider when setting a price for model EM-28?

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Definitions:

Recession

A temporary downturn in the economy characterized by a decrease in commerce and production, typically marked by a reduction in the Gross Domestic Product (GDP) for two consecutive quarters.

Depression

A severe recession.

Short Run

A period in economic analysis during which at least one factor of production is considered fixed, limiting the ability of the economy or firm to adjust to changes in market conditions.

Aggregate Supply

The total supply of goods and services that firms in a national economy plan on selling during a specific time period.