Morice Industries Inc. has developed a new injection mold, model IA-05, that is designed to offer superior performance to a comparable injection mold sold by Morice's main competitor. The competing injection mold sells for $54,000 and needs to be replaced after 1,000 hours of use. It also requires $7,000 of preventive maintenance during its useful life. Model IA-05's performance capabilities are similar to the competing product with two important exceptions-it needs to be replaced only after 2,000 hours of use and it requires $8,000 of preventive maintenance during its useful life. From a value-based pricing standpoint what is the differentiation value offered by model IA-05 relative to the competitor's offering for each 2,000 hours of usage?

Question

Quizplus · Accepted Answer

The differentiation value has two elements. First, customers who purchase model IA-05 rather than the competing alternative would avoid the need to buy two of the competitor's injection molds for $54,000 rather than just one IA-05 to achieve 2,000 hours of usage. This is a savings of $54,000 ( = $54,000 × 1 additional component(s)) for the additional component(s) that would have to be purchased. Second, customers who purchase IA-05 rather than the competing alternative would realize preventive maintenance savings computed as follows:
 11eacbfc_c83d_ed7e_8ffe_51dda5f3bede_TB7552_00 Total differentiation value = $54,000 + $6,000 = $60,000