Briefly describe how a dry-cleaning business determines its price for dry-cleaning services. How does this compare to competitors, assuming competitors are at or near the break-even point with their pricing? Analyze pricing alternatives and make recommendations about pricing going forward based on the following:

• How sensitive are your customers to changes in price?
• What revenue do you need to break even and achieve profitability?
• What does the price say about your product in terms of value, quality, prestige, etc.?