Fujifilm produces a wide range of camera and film equipment. Recently Fujifilm has launched a range of Digital cameras, retailing at approximately £150. A disposable camera can retail for £4.99, furthermore a middle of the range regular camera can retail at £75. Explore their website section on digital cameras.

Visit:
www.fuji.co.uk
www.argos.co.uk(Digital Cameras Section)

Questions

1. What pricing strategy and pricing objectives are Fuji employing for their digital camera range? Explain your reasoning.
2. How price sensitive are ‘early adopters’ of these type of electronic products?
3. How does the product lifecycle curve affect their pricing strategy?
4. Discuss how Fuji should manage the pricing strategy for this new product.
5. Discuss on whether you would recommend price standardisation of their digital cameras across borders.