Problem: Based on the recommendation of a student project group the firm X changed their packaging 3 months ago. Against the forecasts given, the quarterly revenue has decreased significantly since the introduction of the new product packaging design. With the following payoff matrix, argue why only a low-cost survey (2000$) had been done by calculating EVPI.
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Revenue changes (Mio $)
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Strategy
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Market response
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Weak
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Moderate
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Strong
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(0,1)
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(0,6)
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(0,3)
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New package
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-0,05
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0,1
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0,3
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Old package
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0
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0
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0
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