學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Peloton Interactive Inc.: A Push to Keep Users Pedalling
內容大綱
The case centres on the pricing and business model challenges facing Peloton Interactive Inc.’s new CEO, Barry McCarthy. With the decline in demand post-pandemic, McCarthy must make pricing and product decisions that balance revenue, profitability, and changing consumer dynamics. The case prompts students to assess McCarthy's options through a behavioural lens, considering the importance of behavioural biases in consumer decision-making and the alignment of the business model and marketing efforts with the target consumer’s decision-making process.
學習目標
This case is designed specifically for use in the introductory or intermediate modules of behavioural economics courses; however, it can also be used for marketing and strategy courses at the undergraduate and graduate levels. After working through the case and assignment questions, students will be able to do the following:<ul><li>Understand consumer purchasing behaviour and the consumer life cycle from a behavioural lens.</li><li>Apply key behavioural theories, including prospect theory, present bias, and projection bias, to consumer behaviour associated with exercise.</li><li>Assess target market, pricing, and placement strategies in the presence of behavioural biases.</li><li>Align business model and marketing functions with consumer insights using behavioural biases and tactics.</li></ul>