The first step in the forecasting game plan is to project sales and other operating activities. Sales numbers are determined by both a volume component and price component. Projecting prices depends on factors specific to the firm and its industry that might affect demand and price elasticity. For the following types of firms discuss whether it would be likely that the firm would be able to raise future prices:

a. A firm in a capital-intensive industry that is expected to operate near capacity for the near future.

b. A firm in an industry that is expected to experience numerous technological improvements.

c. A firm with products which are transitioning from the growth to maturity phase of the product life cycle.

d. A firm that has established a well-known brand name and image.