Price-Performance Value Mapping (Table 1 and Figures 1)
Table 1: Performance Versus Price and Customer Value
|
Competing Digital Cameras
|
No.
|
Performance Rating
|
Product Price
|
Fair Price
|
Customer Value
|
|
Canon A590
|
1
|
80
|
$180
|
$224
|
$44
|
|
Canon SD790
|
2
|
90
|
$300
|
$246
|
-$54
|
|
Canon SD870
|
3
|
80
|
$280
|
$224
|
-$56
|
|
Casio EX-29
|
4
|
70
|
$150
|
$202
|
$52
|
|
Casio EX-280
|
5
|
50
|
$180
|
$157
|
-$523
|
|
Fuji J10
|
6
|
70
|
$130
|
$202
|
$72
|
|
Kodak V1033
|
7
|
80
|
$200
|
$224
|
$24
|
|
Kodak V1073
|
8
|
60
|
$230
|
$179
|
-$51
|
|
Nikon P60
|
9
|
70
|
$230
|
$202
|
-$28
|
|
Pentax M50'
|
10
|
70
|
$180
|
$202
|
$22
|
|
Average
|
|
72
|
$206
|
$206
|
$0
|
Figures 1: Customer Value and Value Map
A. How would the customer value change if the price of the Canon A590 increased from $180 to $199?
B. How much could the price of the Fuji J10 be increased if Fuji wanted the camera to have a $10 value advantage over the next best customer value in the market?