Академический Документы
Профессиональный Документы
Культура Документы
Example
Mercedes Benz
Audi, Lincoln, Lexus
Volvo(safety), Porsche (performance)
Buick, Renault,
Escort
Hyundai
Yugo
Page 1
Survival
Maximum current profit
Maximum market share
Maximum market skimming
Product-quality leadership
Survival
Companies pursue survival as their major objective if plagued with overcapacity, intense
competition, or changing customer wants.
To keep the plant operating and the inventories turning over. They will often cut prices.
Profits are less important than survival.
As long as prices cover variable costs and some fixed costs, the companies stay in
business.
It is a short run objective. The firm must learn how to add value.
Maximum Current Profit
Focused on maximizing current profit.
Choose the price that produces maximum current profit, cash flow, or rate of return on
investment.
Focused on current financial performance this may not be effective in the long-run.
It assumes that the firm has knowledge of its demand and cost functions; in reality, it is very
difficult to estimate.
Maximum Current Revenue
Focused on maximizing sales revenue.
It requires only estimating the demand function.
They believe that revenue maximization will lead to long-run profit maximization and market
share- growth.
Maximum Sales Growth
They believe that higher sales volume will lead to lower unit costs and higher long-run profit
They set lowest price, assuming that the market is price sensitive. This is called marketpenetration pricing.
e.g. Texas Instrument (TI)
Market-penetration pricing- Best when:
Market is highly price-sensitive, and a low price stimulates market growth,
Production and distribution costs fall within accumulated production experience, and
Low price discourages actual and potential competition
Maximum Market Skimming
Many companies favor setting high prices to skim the market. e.g. Du Pont
Conditions:
A sufficient number of buyers have a high current demand
Unit costs of producing small volumes are not high.
High initial price does not attract more competition
The price communicates the image of superior product.
PPC-MM
Page 2
Fixed costs
Variable costs
Total costs
Average cost
Cost at different levels of production
PPC-MM
Page 3
Page 4
Markup pricing
Target-return pricing
Perceived-value pricing
Value pricing
Going-rate pricing
Sealed Bid Pricing
Auction-type pricing
Markup pricing
The most elementary pricing method is to add a standard markup to the products cost
e.g. Construction companies submit job bids by estimating the total project cost and adding
a standard markup to their costs.
Variable cost $ 10
Fixed cost
$ 300,000
Expected unit sales 50,000
Unit cost = Variable cost + (Fixed cost/Units) = $ 16
If manufacturer wants to add 20 % mark up
Markup price = Unit Cost /(1- desired return on sales)
= $ 16 /(1-0.2) = $20
Target-return pricing
The firm determines the price that would yield its target rate of return on investment (ROI).
General Motor follows this method.
Suppose manufacturer has invested $ I m in the business and wants to set a price to earn a
20% ROI, namely $200,000. quantity to be sold is 50,000
Target return price= Unit cost + (desired return X invested capital)/Unit
= $16 + (0.2X $1,000,000)/50,000 = $ 20
BEP (Volume) = Fixed cost/ (price- variable cost)
= $ 300,000/($20-$10) = 30,000 units.
Fig: Break-Even Chart for Determining Target-Return Price and Break-Even Volume
PPC-MM
Page 5
Probability of Getting
Award with This Bid
(Assumed)
Companys
Bid
Companys
Profit
$ 9,500
$ 100
0.81
$ 81
10,000
600
0.36
216
10,500
1,100
0.09
99
11,000
1,600
0.01
16
PPC-MM
Expected
Profit
Page 6
Auction-Type Pricing
One major purpose of auctions is to dispose of excess
inventories or used goods
English auctions- Ascending bids
Dutch auctions- Descending bids. An auctioneer announces a high price for a
product and then slowly decreases the price until a bidder accepts the price.
Step 6: Selecting the Final Price
PPC-MM
Page 7
PPC-MM
Page 8