Should Maersk continue a strategy of aggressive price cutting or consider raising service prices?
The Ciber Case Series
In early 2012 in the wake of economic uncertainty and industry-wide losses, shipping industry giant Maersk Lines deliberated about its future pricing strategy. Should it continue a strategy of aggressive price cutting as has often worked to its advantage in the past? Or should it consider raising prices for its services despite a weak demand and strong competition?
Case ID: 140402
Supplemental Materials: Excel Spreadsheets