Impact of Penetration and Skimming Pricing Strategies on Market Share: an Analysis of Dairy Products Masvingo Urban, Zimbabwe

In their marketing plans, several business enterprises usually consider widening their market share base as one of their key priorities. Such business ventures are frantically concerned with outwitting the efforts of their business rivals. Unfortunately, market share is a fluctuating variable which is sensitive to both internal and external organisational factors. This book expartiates on the impact of penetration and skimming pricing strategies on market share. Quantitative statistical procedures which include ANOVA as well as qualitative data analysis techniques are employed to establish how the two pricing strategies impinge upon market share. The marketing conditions necessary for each of the two pricing strategies to flourish are also scrutinised. Furthermore, the variables to be considered when choosing between penetration and skimming pricing strategies have been elaborated. The book is likely to be beneficial to virtually all marketing business ventures as well as to college and university lecturers and students.