# Calculating Price Erosion: Method and Examples

## Introduction

Price erosion refers to the decline in the price of a product or service over time. It can occur due to various factors, such as increased competition, changes in market conditions, or the introduction of new technologies. Price erosion can have a significant impact on a company’s financial performance, reducing both revenues and profits. Understanding and analyzing price erosion is crucial for businesses to make informed decisions and develop strategies to mitigate its effects.

## Calculating Price Erosion Method

Calculating price erosion requires a systematic approach. The following steps are typically followed in the process:

1. Data Collection: Gather relevant data related to the product or service, including historical pricing data, sales volumes, market trends, and any other factors that may influence pricing decisions. This comprehensive dataset forms the foundation for the analysis.
2. Identify Baseline Price: Establish a baseline price, which is typically the initial price at which the product or service was introduced to the market or before any significant events or changes occurred. This baseline price serves as a reference point for measuring price erosion.
3. Establish Price Periods: Define specific time periods during which price erosion is expected to occur. The duration of these periods may vary depending on the nature of the case and the specific circumstances involved. For example, if analyzing the impact of a competitor’s entry into the market, the expert may focus on the period before and after the competitor’s entry.
4. Determine Price Erosion Factors: Price erosion can result from various factors, including increased competition, changes in market demand, technological advancements, or regulatory changes. The economic expert carefully assesses these factors to identify which ones are likely to have influenced the price erosion during the defined time periods.
5. Quantify Price Erosion: Once the relevant factors are identified, the economic expert quantifies the impact of each factor on price erosion. This can involve conducting statistical analysis, regression modeling, or using other quantitative methods to estimate the extent of price erosion attributable to each factor. The goal is to determine the proportionate effect of each factor on the overall price erosion.
6. Adjust for External Influences: In some cases, external factors unrelated to the product or service being analyzed may have influenced pricing decisions and caused price erosion. The economic expert adjusts the analysis to account for these external influences, ensuring that the calculated price erosion accurately reflects the impact of the factors directly related to the case.
7. Validate and Document Methodology: Throughout the calculation process, it is essential for the economic expert to validate the chosen methodology and ensure it meets the required standards of reliability and relevance. The expert carefully documents the steps taken, assumptions made, and data sources used to support the calculated price erosion.
8. Report Findings: Finally, the economic expert prepares a detailed report presenting the findings of the price erosion calculation. The report includes an explanation of the methodology used, a summary of the data analyzed, the estimated extent of price erosion, and any supporting evidence or analysis.

It is important to note that calculating price erosion can be a complex process. It may require the use of financial analysis techniques, expert testimony, and consideration of market dynamics. Additionally, the calculations may need to be adjusted to account for changes in market conditions or other factors that may have impacted the price of the product or service over time.

## Famous Examples of Price Erosion in Litigation

Several high-profile cases have involved price erosion as a key element in determining damages. Here are some notable examples:

1. Apple Inc. vs. Samsung Electronics Co.: In the high-profile patent infringement case between Apple and Samsung, price erosion played a significant role in assessing damages. Apple argued that Samsung’s infringing products caused a decline in market share and reduced the demand for Apple’s iPhones, leading to price erosion.
2. Microsoft Corporation Antitrust Case: In the landmark antitrust case against Microsoft, price erosion was central to the litigation. The prosecution argued that Microsoft’s anticompetitive practices, including tying its operating system to its web browser, Internet Explorer, caused price erosion in the market for web browsers.
3. Tobacco Litigation: Price erosion was a key element in determining damages and restitution in litigation against tobacco companies. Plaintiffs argued that deceptive marketing practices by tobacco companies resulted in increased smoking-related healthcare costs and reduced market prices for tobacco products due to diminished demand.
4. Pharmaceutical Litigation: Price erosion has also been a significant factor in pharmaceutical litigation, particularly in cases involving alleged anticompetitive practices and patent disputes. For example, in cases where generic drug manufacturers successfully challenge the validity of a brand-name drug’s patent, the entry of generic alternatives can lead to price erosion for the brand-name drug.
5. Securities Fraud Litigation: Price erosion may be relevant when evaluating the impact of fraudulent disclosures or misrepresentations on the value of securities. Investors may argue that false or misleading information caused the stock price to decline, resulting in price erosion and financial losses.

## Forensic Economic Services LLC: Your Partner in Analyzing Price Erosion

At Forensic Economic Services LLC, we specialize in forensic economics and provide comprehensive services to help businesses analyze and address price erosion. Our experienced team of professionals understands the complexities of price erosion and its implications for financial performance. We offer tailored solutions to assist clients in calculating price erosion, assessing damages, and developing effective strategies to mitigate its effects.