Giant Airlines operates out of three main hub airports in the United States. Recently Mosquito Airlines began
Question:
Giant estimates that it would have to charge $210 just to break even on this flight. It estimates that Mosquito can break even at a price of $160. Within one day of Mosquito's entry into the market, Giant dropped its price to $140, whereupon Mosquito matched its price. They both maintained this fare for a period of 9 months, until Mosquito went out of business. As soon as Mosquito went out of business, Giant raised its fare back to $425.
Instructions
Answer each of the following questions.
(a) Who are the stakeholders in this case?
(b) What are some of the reasons why Mosquito's break-even point is lower than that of Giant?
(c) What are the likely reasons why Giant was able to offer this price for this period of time, while Mosquito couldn't?
(d) What are some of the possible courses of action available to Mosquito in this situation?
(e) Do you think that this kind of pricing activity is ethical? What are the implications for the stakeholders in this situation?
Stakeholders
A person, group or organization that has interest or concern in an organization. Stakeholders can affect or be affected by the organization's actions, objectives and policies. Some examples of key stakeholders are creditors, directors, employees,...
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Related Book For
Managerial Accounting Tools for business decision making
ISBN: 978-0470477144
5th edition
Authors: Jerry J. Weygandt, Paul D. Kimmel, Donald E. Kieso
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