Module Note | 2011

Quantitative Analysis of Competitive Position: Customer Demand and Willingness to Pay

Abstract

This note is designed to provide strategists with tools to perform two critical customer-related analyses: determining willingness to pay — the estimation of how much a given customer would be willing to pay for a particular product or service; and demand estimation — predicting the overall size of the market or segment which a company chooses to serve.

Keywords: Price; Demand and Consumers; Competitive Advantage; Management Analysis, Tools, and Techniques; Market Participation; Segmentation;

Format: Print

11 pages

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Citation:

Collis, David J. "Quantitative Analysis of Competitive Position: Customer Demand and Willingness to Pay." Harvard Business School Module Note 711-495, March 2011.

The first ten pages of this case are comprised of the company's history, from 1923 to 2001. The Walt years are described, as is the company's decline after his death and its resurgence under Eisner. The last five pages are devoted to Eisner's strategic challenges in 2001: managing synergy, managing the brand, and managing creativity. Students are asked to think about the keys to Disney's mid-1980s turnaround, about the proper boundaries of the firm, and about what Disney's strategy should be beyond 2001.

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Quantitative Analysis of Competitive Position: Customer Demand and Willingness to Pay

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