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Charles Schwab Corporation

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Submitted By ravibaidjain
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ISM – II
Case Analysis I Charles Schwab Corporation (A)

Pricing Decision - 1
The following are the three possible price points that Pottruck is faced with:
David Pottruck
Is not a viable price point as they do not want to indulge in a price war with the low price discount traders The brand “Schwab” would be hurt as they would not be able to provide the service associated with the brand name at this price The range of services commanded at least a $10 price premium to the mid sized firms and a $20 premium on the bare bone providers
The revenues impact will be similar to the 29.95 price point They also have an existing product - e.Schwab at a lower price point.They are looking to resolves issues with it and come up with a product with full range of services

$19.95

$39.95

$29.95

The price would eventually drop down to this level due to competition Even at this price point, Charles Schwab will have the highest prices in the market At this price point price elasticity is more than that at $39.95

Pricing Decision - 2
 

Pricing has to be tackled on both the strategic as well as tactical level. Based on the analysis, our recommendation is:
◦ To provide a product with full features at $29.95 price point ◦ This price justifies their added services and will help prevent the other low cost firms from eating away at their market share ◦ Also, Charles Schwab has earned the reputation of entering every segment first. Entering at $29.95 will make it a market leader with full range of trading services and create sufficient entry barriers for other firms to enter ◦ The commission system could handle only one type of pricing structure

◦ There will be a drop in the revenues, but it can be deftly handled using a variety of other measures – management by crisis. The lost revenues could be recouped in the longer run by an increase in transaction

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