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Managing Customer Value
Medi-cult: Pricing of a Radical Innovation
Individual Case Assignment #2
Guidelines:
Please answer the following question, which has 2 parts. The second part of the question (which is part (b)) carries the same weight as the first part (which is part (a)). The main text of your overall answer to the question (which includes the answer to part (a) plus the answer to part (b)) should not exceed 2 pages. Further, you can attach a 1 page appendix to your answer, where you can show your segmentation table and/or your calculations. Thus, your total page limit is 3 pages, in which (i) the main text of your answer (which includes the answers to parts a and b) should not exceed 2 pages, and (ii) an appendix which should not exceed 1 page.
You don’t need to restate the question in your answer sheet. The answer should be written on a word processor with an 11 point font, 1.5 lines spacing and 1 inch margins on all sides of the paper. Please do not write your name on the assignment. Your assignment cover page should only have your student ID, the assignment number and the section number. Finally, the due date for submitting this assignment is given in the syllabus. You need to submit the assignment via the EDropbox.
Assume the following while answering the case assignment question:
1) Although the case talks about pricing in European countries, we will only focus on pricing in USA. Thus, in the question, you only need to focus on the US market.
2) In USA, the insurance companies and the government do not cover the cost of IVM medium and the costs of the different steps in the IVF/IVM process. They only foot in the bill f ...