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Case Analysis – One written case analyses which must be submitted BEFORE the night of the case discussion. The submission should be typed, double-spaced and be approximately 8-10 pages in length, have 1-inch margins, and use 12-point font. This length does not include cover pages or any attachments, calculations or tables. The analysis should assume prior case knowledge by the reader; rehashing of `non-critical’ descriptive material is not necessary. Case facts should be presented to defend positions taken or to support case analysis. The write-up must follow the case analytic format (e.g., headings are required, as appropriate, but you do not need to cite references nor adhere to APA or MLA guidelines).

***The key alternatives for this case are to (1) maintain current price of $1.20 per pill or (2) reduce price dramatically to just above variable costs, with consideration of price skimming and penetration pricing.  He should completed the assessment of these alternatives.  While the issues he raised on pertinent, the heart of the case is product pricing.

Burroughs Wellcome Retrovir Case
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