[SOUND] [MUSIC] Hi, welcome back, and welcome to week three of the Capstone Project. This week, basically we're going to talk about pricing strategy. Pricing probably is one of the most important things in the marketing mix implementation. And pricing carefully, probably, can define the success or failure of a new brand introduction, like the one that we're discussing in this case. So the idea, again, will be basically using this week to try and bring forth, and test, your learning from the pricing course. So using Tesla Model S, which is the current model in the market, we're going to try and test, and analyze, your learning from the pricing strategy course. So basically trying to see if you have clear criteria to analyze the pricing strategy of the current brand in the market, which is Model S, okay? And then later, we will introduce you to the clear dilemmas that Tesla is facing with the new model, Model X. Okay, I will say there is going to be three dilemmas in pricing here. One is going to be about the deposit, Tesla is taking 50% of the final price as a deposit. Okay, so should they actually move to a more, let's say, conventional deposit and strategy, taking 5 or 10% of the final price? Or should they keep the 50%? Second question is final price tag. Okay, what should be the price? Okay, and third question's related to the second one, is whether they should price above, below, or equal to the current model in the market, which is Model S. So quite a lot of dilemmas in the pricing strategy, but as I was saying before, pricing is key. Having the right price strategy, many times, means the success or failure of a new brand introduction like this one. So once again, I hope you're going to enjoy the week. And, I'm sure you're going to take some clear takeaways from this exercise. Thank you very much. [MUSIC]