Abstract
Purpose: This paper is a business case, elaborated to be used in courses of Strategy and Marketing in levels of undergraduation and MBA, and to discuss the following themes: market positioning and segmentation, pricing strategy, and customer decision.
Design/Methodology/Approach: The business case presents a problem from a real company, to be discussed during class time and analysed based on specialised literature from knowledge fields related to the theme.
Findings: At the end of discussions, students should be capable to comprehend: a) how business environment influences the establishment of the value proposition of a company; b) mechanisms that support strategies of segmentation and pricing of a business; and (c) how to set the necessary conditions to restructure pricing model of a business.
Theoretical/Methodologic Contributions: Using teaching notes available after the business case itself, lecturers can comprehend how to conduct the debate and develop the solution with participation of students, considering the supportive literature and the main variables involved in discussion.
Originality/Value: Over the last decade, Brazilian market of healthcare has been undergoing great transformations. One of them is related to the creation of mechanisms to increasing access to private healthcare. In this context, two models of pricing have been presented to customers: the charge per procedure carried out (used by “Dr. Consulta”), and the recurrent charge (used by its competitors), through the offer of popular individual and corporate health insurances.
Research Implications: The main outcome of this business case is to promote a better comprehension about strategic and marketing implications related to pricing products and services, in order to enable managers to develop pricing models more fit to their own businesses as well as their market environments.
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