Garrison’s fly fishing equipment business is strapped for cash and he’s beginning to wonder how long he can continue to operate at the current level of business activity given his constant need for operating. He decides to reduce his prices across all product by 30% on which pricing objective is he most focused
Garrison is most focused on a sales-oriented pricing objective. By reducing his prices by 30%, he is aiming to increase sales volume and generate more revenue in the short-term. This strategy may help him increase cash flow and alleviate his financial strain in the near future.
