Professional Documents
Culture Documents
Presented By:
Pankaj Agarwal(1215)
Rashmi Kumari(1217)
Shashank(1218)
Srijita Dutta(1220)
International Pricing
3
Pricing Methods
Pricing Methods
4
Cost based pricing
Based on the cost of the product
huge margin
offers
5
Full cost pricing
Used during the initial stages of internationalization
Benefits:
Ensures fast recovery of investments
Useful for firms dependent on international markets than domestic
markets
Eases operation and implementation of marketing strategies
Disadvantages:
Overlooks prevailing international market price- either uncompetitive
due to high price or low price
6
Marginal cost pricing
7
Market-based pricing
Exporters in developing countries generally are
market
8
Competition
Economic
condition of
Cost
the importing
country
Factors
affecting
International
Pricing
Government Product
Factor Differentiation
Exchange
Rate
Cost
Cost of distribution
Competition
Import substitution
Demand means:
Desire to acquire something
Willingness to pay for it
Ability to pay for it
Government Factors
Purchasing
power: of the customers vary widely among
countries. Eg. Mac Donald hamburger prices vary from USD
1.2 in China to USD 4.5 in Switzerland.
16
Pricing Strategies
Standard Approach
Competitive Pricing
Marginal pricing
Contd.
Standard Approach
Some firms use a standard worldwide price approach
where the exporter does not adjust the product price,
regardless of any outside factors. This method often
limits sales potential, because flexibility is often
required to successfully enter a market. However, this
approach may work with certain products that are in
high demand. An alternative to a standard price might
be average pricing, when a certain profit margin is
maintained on a worldwide basis, including the
domestic market.
Contd.
Competitive Pricing
Competitive Pricing is based on evaluating the price of competitive
products in the target market
Domestic Pricing
Begin with the Ex-Works" or the FOB Factory price of product that
includes possible sales agents commissions or distributor discounts
Marginal Pricing
By far, this method is the most logical since it considers all of the direct
costs relative to international trade, and does not burden export sales
with domestic overhead costs. Begin with the actual cost of
manufacture. Add the costs of:
1. Product modification for international sale
2. Distributor discounts or sales commissions
3. Allowances for promotion or financing
4. Special packaging for international shipping
5. Administrative cost relative to international trade
Example of Export Price
Escalation
The following is a basic example of the difference between a
domestic sale followed by an export sale where the wholesaler
imports directly.
Expense Domestic Export Example
Example (same channel,
wholesaler Import)
Manufacturing $3.25 $3.25
Transportation(CIF) NA $1.10
Tariff (20% of CIF) NA $0.87
Wholesaler pays landed cost $3.25 $5.22
FCA/Free Carrier (named place): The seller delivers the goods to the
carrier named by the buyer, at a specified price, cleared for export.
The seller is responsible for loading the goods on the mode of
transport at any location indicated. This term is also used for all
Contd..