Lecture 10 Flashcards
what is a good price for a product/service
Prices should not be
Too high: customers might stop buying your products
Too low: lost revenues/profits
what is a good price for a product/service
Economics
Inverse demand function: price as a function of quantity provided
(assumes perfect competition and price taking)
(how can a company know this (particularly, if products are heterogeneous))?
Firms deliver as long as price equals at least marginal costs
(what if companies can set prices)
(focus on short-term: what about recovering fixed costs)?
Determinants of price
Competition
Customers
Costs
Determinants of price
Competition
High impact on markets and prices
Competitor prices can provide valuable info about their cost structure
Determinants of prices: 3 Cs
Customers
Do products/services (quality) justify the price?
If not: they might switch to alternative products and/or providers
Transparency of prices (public or private knowledge)?
Dynamic pricing
Determinants of prices: 3 Cs
Costs
Role of the time horizon
Short: focus on incremental, variable costs
Long
Fixed costs become more important (full costs relevant: prices should cover unit costs)
Desire for price stability
Target costing: market driven approach
What can we deliver given what customers are willing to pay for our product?
Price taker markets; little room to differentiate producs
Steps of target costing:
1) Determine customers expectations, wants and needs regarding a product
2) Determine customers willingness to pay: target price
3) Target price - target profit = target cost
4) Perform value engineering to achieve target cost
V
Value engineering
Systematic revision of the value chain to reduce costs
Value engineering in target costing
Evaluating all aspects of the target product to reduce costs while satisfying customer needs: (eliminate non-value-adding costs
Reduce value-adding costs but do not sacrifice necessary quality or product properties
Timing of costs
locked in costs
Cost incurrence
Locked in costs
Moment when decision is made to incur certain costs
Cost incurrence:
Moment when the costs are incurred (standard in costing systems)
Cost plus pricing
Given costs, what price/profit do we target:
1) determine a cost base (full costs, absorption manufacturing costs, variable manufacturing costs, total variable costs)
2) Targeted mark-up in % (e.g. 10% on the full costs)
3) Selling price = costs + mark-up (e.g. price = 1.1 * full costs)
Risks: strong internal focus might lead to neglecting the markets reality
Ignoring the market might have detrimental consequences
Cost plus pricing: ignoring the market
1: costs are too high
Customers are not willing to pay the price as the market offers competitive alternatives
Less goods than planned are sold
Unit base decreases -> higher full costs (unit costs) –< higher price -> even less units sold
Company gets pushed out of the market (number of units sold too low)
