Bain | EY-Parthenon | Roland Berger | FIT | Market Sizing | Former Head Recruiter
Price elasticities being negative means that an increase in price will lead to a decrease in volume and vice versa. Ex. a 1% increase in price leads to a 1% decrease in demand (elasticity of -1)
This is what happens with different elasticity values:
0 mens its inelastic (a change in price does not change demand)
Between -1 and 0, the impact in demand is smaller than the change in price → increase in price leads to higher revenues
-1 means you have similar effects (of opposite direction) in price and demand
Lower than -1 (e.g. -2) means it will lead to a even bigger change in demand → decrease in price leads to higher revenues
Elasticities in the case are of -0.5 and -2:
As the frequent travellers are slightly inelastic (-0.5), demand changes slowly with changes in price. To raise demand to 990 you will have to reduce significantly the price. You'll have max demand at 120 price but lower revenue (42.76 million). It's not a good decision.
Explorers have -2 elasticity, so it's of larger magnitude, so a small change in price allows for a great gain in clients. So you get less per client, but much more revenue.
McKinsey | Awarded professor at Master in Management @ IE | MBA at MIT |+180 students coached | Integrated FIT Guide aut
To add on top of the great answers by the previous coaches, elasticity is a quite niche concept to find in consulting interviews. Apart from SK interviews, given their focus in Pricing, I am sure you won´t use it in 99% of the cases.
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