Dell is an electronics manufacturer and retailer. Its main products are Ultrabook computers, PCs and calculators.The current price of the Ultrabook is Rs.50000 the PC is 80000 and the calculator is Rs.4000. This year the firm sold 10,000 Ultrabook's, 20,000 PCs and 1 million calculators.

In an attempt to improve revenue the managers of the firm have decided to increase all prices by 10%. Market research has suggested that the price elasticity of demand for each product is: Ultrabook: (-) 1.5;PC : (-) 2.5;Calculator:(-) 0.6

You are required to calculate, evaluate and suggest the planned price change on following situations.

1)Would a 10% price increase have been better for some or all of the products?

2)Would a 10% price reduction have been better for some or all of the products?

3)Should the company retain their current market price? If yes then why? If not then why not?

4)How Dell Company can maximize their revenue?

Note: You should support any arguments with calculations.