Cost-plus pricing

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Cost-plus pricing is a pricing strategy by which the selling price of a product is determined by adding a specific fixed percentage (a "markup") to the product's unit cost. Essentially, the markup percentage is a method of generating a particular desired rate of return. [1] [2] An alternative pricing method is value-based pricing. [3]

Contents

Cost-plus pricing has often been used for government contracts (cost-plus contracts), and has been criticized for reducing incentive for suppliers to control direct costs, indirect costs and fixed costs whether related to the production and sale of the product or service or not.

Companies using this strategy need to record their costs in detail to ensure they have a comprehensive understanding of their overall costs. [2] This information is necessary to generate accurate cost estimates.

Cost-plus pricing is especially common for utilities and single-buyer products that are manufactured to the buyer's specification, such as for military procurement.

Mechanics

The three stages of computing the selling price are computing the total cost, computing the unit cost, and then adding a markup to generate a selling price (refer to Fig 1).

Fig 1: Cost-plus pricing steps Cost-plus pricing steps.png
Fig 1:Cost-plus pricing steps

Step 1: Calculating total cost

Total cost = fixed costs + variable costs

Fixed costs do not generally depend on the number of units, while variable costs do.

Step 2: Calculating unit cost

Unit cost = (total cost/number of units)

Step 3a: Calculating markupprice

Markup price = (unit cost * markup percentage)

The markup is a percentage that is expected to provide an acceptable rate of return to the manufacturer. [3]

Step 3b: Calculating Selling Price (SP)

Selling Price = unit cost + markup price

Example

A shop selling a vacuum cleaner will be examined since retail stores generally adopt this strategy.

Total cost = $450

Markup percentage = 12%

Markup price = (unit cost * markup percentage)

Markup price = $450 * 0.12

Markup price = $54

Sales Price = unit cost + markup price

Sales Price= $450 + $54

Sales Price = $504

Ultimately, the $54 markup price is the shop's margin of profit.

Cost-plus pricing is common and there are many examples where the margin is transparent to buyers. [4] Costco reportedly created rules to limit product markups to 15% with an average markup of 11% across all products sold. [5] In another example, at the bottom of each product page, Everlane breaks down the manufacturing cost into five categories: materials, hardware, labor, duties, and transport. [6]

Rationale

Buyers may perceive that cost-plus pricing is reasonable. In some cases, the markup is mutually agreed upon by buyer and seller. For markets that feature relatively similar production costs, companies do not have a dominant strategy. [7] Therefore, cost-plus pricing can offer competitive stability, decreasing the risk of price competition (such as price wars), if all companies adopt cost-plus pricing. The strategy enables price changes to goods and services relative to increases or decreases in the product cost which are simple to communicate and justify to customers. [8] When there is little market intelligence, the use of a cost-plus pricing strategy compensates for the lack of information by setting prices based on actual costs. [9] This method is generally adopted by retail companies such as grocery or clothing stores. [8]

Cost-based pricing is a way to induce a seller to accept a contract the costs of which represent a large fraction of the seller's revenues, or for which costs are uncertain at contract signing, as for example for research and development.

Economic theory

Cost-plus pricing is not common in markets that are (nearly) perfectly competitive, for which prices and output are such that marginal cost (the cost of producing an additional unit) equals marginal revenue. In the long run, marginal and average costs (as for cost-plus) tend to converge, reducing the difference between the two strategies. It works well when a business is in need of short-term finance.

Elasticity considerations

Although this method of pricing has limited application as mentioned above, it is used commonly for the purpose of ensuring a business covers its costs by "breaking even" and not operating at a loss whilst generating at least a minimum rate of profit. [10] In spite of its ubiquity, economists rightly point out that it has serious flaws. Specifically, the strategy requires little market research hence it does not account for external factors such as consumer demand and competitor's prices when determining an appropriate selling price. [1] There is no way in advance of determining if potential customers will purchase the product at the calculated price. Regardless of which pricing strategy a company chooses, price elasticity (sensitivity of demand to price) is a vital component to examine. [11] To compensate for this, some economists have tried to apply the principles of price elasticity to cost-plus pricing. [12]

We know that:

MR = P + ((dP / dQ) * Q)

where:

MR = marginal revenue
P = price
(dP / dQ) = the derivative of price with respect to quantity

Q = quantity

Since we know that a profit maximizer sets quantity at the point that marginal revenue is equal to marginal cost (MR = MC), the formula can be written as:

MC = P + ((dP / dQ) * Q)

Dividing by P and rearranging yields:

MC / P = 1 +((dP / dQ) * (Q / P))

And since (P / MC) is a form of markup, we can calculate the appropriate markup for any given market elasticity by:

(P / MC) = (1 / (1 – (1/E)))

where:

(P / MC) = markup on marginal costs
E = price elasticity of demand

In the extreme case where elasticity is infinite:

(P / MC) = (1 / (1 – (1/999999999999999)))
(P / MC) = (1 / 1)

Price is equal to marginal cost. There is no markup. At the other extreme, where elasticity is equal to unity:

(P /MC) = (1 / (1 – (1/1)))
(P / MC) = (1 / 0)

The markup is infinite. Most business people do not do marginal cost calculations, but one can arrive at the same conclusion using average variable costs (AVC):

(P / AVC) = (1 / (1 – (1/E)))

Technically, AVC is a valid substitute for MC only in situations of constant returns to scale (LVC = LAC = LMC).

When business people choose the markup that they apply to costs when doing cost-plus pricing, they should be, and often are, considering the price elasticity of demand, whether consciously or not.

See also

Related Research Articles

A monopoly, as described by Irving Fisher, is a market with the "absence of competition", creating a situation where a specific person or enterprise is the only supplier of a particular thing. This contrasts with a monopsony which relates to a single entity's control of a market to purchase a good or service, and with oligopoly and duopoly which consists of a few sellers dominating a market. Monopolies are thus characterised by a lack of economic competition to produce the good or service, a lack of viable substitute goods, and the possibility of a high monopoly price well above the seller's marginal cost that leads to a high monopoly profit. The verb monopolise or monopolize refers to the process by which a company gains the ability to raise prices or exclude competitors. In economics, a monopoly is a single seller. In law, a monopoly is a business entity that has significant market power, that is, the power to charge overly high prices, which is associated with unfair price raises. Although monopolies may be big businesses, size is not a characteristic of a monopoly. A small business may still have the power to raise prices in a small industry.

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<span class="mw-page-title-main">Profit maximization</span> Process to determine the highest profits for a firm

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In economics, elasticity measures the responsiveness of one economic variable to a change in another. If the price elasticity of the demand of something is -2, a 10% increase in price causes the quantity demanded to fall by 20%. Elasticity in economics provides an understanding of changes in the behavior of the buyers and sellers with price changes. There are two types of elasticity for demand and supply, one is inelastic demand and supply and the other one is elastic demand and supply.

The following outline is provided as an overview of and topical guide to industrial organization:

Markup is the difference between the selling price of a good or service and its cost. It is often expressed as a percentage over the cost. A markup is added into the total cost incurred by the producer of a good or service in order to cover the costs of doing business and create a profit. The total cost reflects the total amount of both fixed and variable expenses to produce and distribute a product. Markup can be expressed as the fixed amount or as a percentage of the total cost or selling price. Retail markup is commonly calculated as the difference between wholesale price and retail price, as a percentage of wholesale. Other methods are also used.

In economics, the marginal cost is the change in the total cost that arises when the quantity produced is increased, i.e. the cost of producing additional quantity. In some contexts, it refers to an increment of one unit of output, and in others it refers to the rate of change of total cost as output is increased by an infinitesimal amount. As Figure 1 shows, the marginal cost is measured in dollars per unit, whereas total cost is in dollars, and the marginal cost is the slope of the total cost, the rate at which it increases with output. Marginal cost is different from average cost, which is the total cost divided by the number of units produced.

<span class="mw-page-title-main">Marginal revenue</span> Additional total revenue generated by increasing product sales by 1 unit

Marginal revenue is a central concept in microeconomics that describes the additional total revenue generated by increasing product sales by 1 unit. Marginal revenue is the increase in revenue from the sale of one additional unit of product, i.e., the revenue from the sale of the last unit of product. It can be positive or negative. Marginal revenue is an important concept in vendor analysis. To derive the value of marginal revenue, it is required to examine the difference between the aggregate benefits a firm received from the quantity of a good and service produced last period and the current period with one extra unit increase in the rate of production. Marginal revenue is a fundamental tool for economic decision making within a firm's setting, together with marginal cost to be considered.

The Ramsey problem, or Ramsey pricing, or Ramsey–Boiteux pricing, is a second-best policy problem concerning what prices a public monopoly should charge for the various products it sells in order to maximize social welfare while earning enough revenue to cover its fixed costs.

<span class="mw-page-title-main">Gross margin</span> Gross profit as a percentage

Gross margin is the difference between revenue and cost of goods sold (COGS), divided by revenue. Gross margin is expressed as a percentage. Generally, it is calculated as the selling price of an item, less the cost of goods sold, then divided by the same selling price. "Gross margin" is often used interchangeably with "gross profit", however, the terms are different: "gross profit" is technically an absolute monetary amount, and "gross margin" is technically a percentage or ratio.

In economics, a cost curve is a graph of the costs of production as a function of total quantity produced. In a free market economy, productively efficient firms optimize their production process by minimizing cost consistent with each possible level of production, and the result is a cost curve. Profit-maximizing firms use cost curves to decide output quantities. There are various types of cost curves, all related to each other, including total and average cost curves; marginal cost curves, which are equal to the differential of the total cost curves; and variable cost curves. Some are applicable to the short run, others to the long run.

<span class="mw-page-title-main">Total cost</span> Total economic cost of production

In economics, total cost (TC) is the minimum financial cost of producing some quantity of output. This is the total economic cost of production and is made up of variable cost, which varies according to the quantity of a good produced and includes inputs such as labor and raw materials, plus fixed cost, which is independent of the quantity of a good produced and includes inputs that cannot be varied in the short term such as buildings and machinery, including possibly sunk costs.

<span class="mw-page-title-main">Pricing strategies</span> Approach to selling a product or service

A business can use a variety of pricing strategies when selling a product or service. To determine the most effective pricing strategy for a company, senior executives need to first identify the company's pricing position, pricing segment, pricing capability and their competitive pricing reaction strategy. Pricing strategies and tactics vary from company to company, and also differ across countries, cultures, industries and over time, with the maturing of industries and markets and changes in wider economic conditions.

<span class="mw-page-title-main">Average variable cost</span> Variable costs of production divided by total output

In economics, average variable cost (AVC) is a firm's variable costs divided by the quantity of output produced (Q):

In economics, demand is the quantity of a good that consumers are willing and able to purchase at various prices during a given time. In economics "demand" for a commodity is not the same thing as "desire" for it. It refers to both the desire to purchase and the ability to pay for a commodity.

<span class="mw-page-title-main">Supply (economics)</span> Amount of a good that sellers are willing to provide in the market

In economics, supply is the amount of a resource that firms, producers, labourers, providers of financial assets, or other economic agents are willing and able to provide to the marketplace or to an individual. Supply can be in produced goods, labour time, raw materials, or any other scarce or valuable object. Supply is often plotted graphically as a supply curve, with the price per unit on the vertical axis and quantity supplied as a function of price on the horizontal axis. This reversal of the usual position of the dependent variable and the independent variable is an unfortunate but standard convention.

A firm will choose to implement a shutdown of production when the revenue received from the sale of the goods or services produced cannot even cover the variable costs of production. In that situation, the firm will experience a higher loss when it produces, compared to not producing at all.

Total revenue is the total receipts a seller can obtain from selling goods or services to buyers. It can be written as P × Q, which is the price of the goods multiplied by the quantity of the sold goods.

<span class="mw-page-title-main">Monopoly price</span> Aspect of monopolistic markets

In microeconomics, a monopoly price is set by a monopoly. A monopoly occurs when a firm lacks any viable competition and is the sole producer of the industry's product. Because a monopoly faces no competition, it has absolute market power and can set a price above the firm's marginal cost.

References

  1. 1 2 Kenton, Will. "How Variable Cost-Plus Pricing Works". Investopedia. Retrieved 2021-04-26.
  2. 1 2 Carlson, Rosemary. "Defining and Calculating Cost-Plus Pricing". The Balance Small Business. Retrieved 2021-04-26.
  3. 1 2 Jain, Sudhir (2006). Managerial Economics. Pearson Education. ISBN   978-81-7758-386-1.
  4. https://hbr.org/2018/07/when-cost-plus-pricing-is-a-good-idea [ bare URL ]
  5. https://fortune.com/longform/costco-wholesale-shopping/ [ bare URL ]
  6. https://www.everlane.com/about [ bare URL ]
  7. Park, Anna (2010). "Price-setting behaviour: Insights from Australian firms". RBA. Archived from the original on 2010-08-08.
  8. 1 2 "Cost plus pricing definition". AccountingTools. Retrieved 2021-04-26.
  9. "Pricing - cost-plus strategies | Learn economics". www.learn-economics.co.uk. Retrieved 2021-04-26.
  10. , McKinsey Quarterly, August 2003
  11. "Pricing Strategies & Elasticity". Fundamentals of Marketing. 2014-12-16. Retrieved 2021-04-26.
  12. Talkcosts - Cost Guides