Export Costing & Pricing: A. K. Sengupta Former Dean IIFT
Export Costing & Pricing: A. K. Sengupta Former Dean IIFT
Pricing
A. K. Sengupta
Former Dean IIFT
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Right Price
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• Competition- - foreign supplier-domestic products
• Role of costs-Popular fallacy (mistaken belief)price
depends upon cost-not always true
• -a rise in cost may not justify increase in price
• -Increase in D may increase price without increase in
costs
• -Price may determine cost
• -Cost may differ between two producers
of same product – but sell at same price-
Hence cost may not always determine
price.
• Pricing Approaches
• Cost - based pricing and Market - based
pricing.
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Cost-based pricing
Also known as cost plus pricing- a common method of
pricing.
The price includes a certain percentage of profit margin on the
sum total of the full cost of production + marketing costs.
.Price
= [fixed cost + variable costs + marketing costs] + a
percentage of the total cost.
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Market-based pricing
Exporters - price followers rather than price setters.
Involves assessment of prevailing prices in International
Markets and a top-down calculation is made.
A flexible policy - allows the prices to be changed in
accordance with the changes in the market conditions.
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Following Competitors
• Follow dominant competitors, particularly the price leader,
in setting the price. The price leader is the firm which
initiates the price trends.
Negotiated Prices
• Deciding price by negotiations between the seller and the
buyer.
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Buyer Determined Price
• Foreign buyer specifies the price at which he is prepared to
buy the product-Exporter has to work out its acceptability
Marginal Cost Pricing
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• An order which may appear to be unprofitable and,
therefore, unacceptable because of adopting the full cost
approach (ie. ,both fixed and variable costs) may appear to
be profitable if marginal cost approach is adopted.
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Pricing Decisions for firms in Developing Countries
•Inability to influence prices.
•Lower production and technology base – results in
higher cost of production.
•Marginal suppliers – little bargaining power to negotiate.
•Major proportion of export is commodities (with
marginal value addition) – hence limited scope for
realizing optimal prices.
•Fiercely competitive market – margin is low
Hence essential to formulate appropriate pricing strategies
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Pricing Objectives
A firm’s pricing policy may be guided by any one or more
of the following objectives:
(i) Market Penetration: Particularly for new exporters.
A firm may attempt to penetrate the market with a low
price.
(ii) Market Share: The price may be manipulated to
increase the market share.
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(iii) Market Skimming: Innovative products- The product
is introduced with a high initial price to skim the cream
of the market. The price may be subsequently reduced
to achieve greater market penetration.
(iv) Fighting Competition: Sometimes price is a tool to
fight competition. A price reduction by the competitor
may have to be countered by price cuts.
(v) Preventing New Entry: A firm may charge a low price
even when there is scope for high price so that the
industry does not look very attractive to new entrants.
(vi) Early Cash Recovery: A firm with liquidity problem -
adopt a pricing that might help it to liquidate the stock
and encourage prompt payment by channel members
or buyers.
(vii) Meeting Export Obligation: A company with
specific export obligation may be compelled to adopt a
pricing policy that enables it to discharge its export
obligation. Sometimes it may even imply a price
lower than the cost.
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(viii) Disposal of Surplus: A company confronted with a
surplus stock may resort to exporting to dispose of the
surplus.
(ix) Optimum Capacity Utilization: Exporting is
sometimes resorted to enable the firm to achieve
optimum capacity utilization so as to minimize the unit
cost of production. In such a case, achieving the
required quantity of exports could be the objective of
export pricing.
(x) Profit Maximization: In many cases, the primary
pricing objective is maximization of profits.
Pricing Strategy
Types of Cost in Export Marketing
Fixed Cost
• Production cost
Variable Cost
• Selling and delivery costs.
Production Costs
Fixed Cost
Fixed costs are costs which remain fixed up to a certain
level of output
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Even if there is no production, some people are paid salary,
minimum fixed expenses etc.
Variable Costs
Variable costs are costs which vary with the variation in
the level of output and include cost of factors of
production like labor, material etc.
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Selling and Delivery Costs
• Include the cost of holding stocks, packaging, transport,
documentation, pre shipment inspection, insurance and
cost of advertising, personal selling etc.
• Commission to agent and traveling & incidental expenses
are variable costs.
Marginal cost Pricing
• Pricing on Marginal cost – direct costs are covered i.e.
the variable costs.
ABC Company – Capacity = 100 Machines
Manufacturing 70 Machines (70% capacity utilization)
Cost of Manufacturing 01 Machine = Rs.54,000
Selling Price = Rs.60,000 ,Profit=Rs 6000 17
Variable Cost Fixed Cost
Labour – Rs.10,000 Supervision (Salary) –
Rs.3,000
Material – Rs.15,000 Factory Overhead – Rs.5,000
Energy – Rs.1,000 Admin. Overhead – Rs.10,000
Total FC– Rs.23,000
Marketing Expenses –
Rs.5,000 TOTAL COST-54,000
Total VC – Rs. 31,000
Export Enquiry – Rs.50,000 per 01 machine
Quoting full cost – loss of Rs.4,000
Marginal Cost pricing – profit of Rs.19,000
(Rs.50,000 – Rs.31,000) = Rs.19,000
Points in support of use of Marginal cost
• Export sales are additional sales – need not be
burdened with overhead costs.
• Situations
• Products less known in foreign markets.
• Markets with low purchasing power.
• Competition is severe.
How to recover the fixed cost
• Domestic market
• Extra loading
Feasibility
• Existence of large domestic market
Limitations
• Importers become used to low price
• Not applicable to industries mainly dependent on
export market.
• Where overheads are insignificant.
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.
Marginal cost sets the lower limit
• The idea is not that direct cost should be charged every
time.
• Marginal cost provides the lower limit up to which a
firm can reduce the prices without in any way affecting
its overall profitability.
Disadvantages
• Countries might be charged of dumping.
• Competition among exporters from developing
countries lead to undercutting each other resulting in
loss of foreign exchange.
• Very often low prices may be quoted in the absence of
adequate information about prevailing prices in foreign
market.
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Elements for Export Price Quotation
The following chart gives the various elements of costs.
(1) For export price based on marginal cost. (2) For export
price based on full cost:
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i) Direct cost as in (1)
ii) Fixed cost/ common cost
Production overheads
Administration overheads
Publicity and advertising (general)
F.O.B. price (based on full cost)
iii) Freight (volume or weight whichever is
higher)
iv) Insurance
CIF price( based on full cost)
In the case of export houses purchasing their supplies
from supporting manufacturers, the cost price of supplies
obtained would constitute the lower limit.
Market Oriented Export Pricing
The following chart gives the nature of analysis for
market – oriented pricing
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Analysis for market oriented export pricing
Market price _________
Less retail margin on selling price __________
Cost to the retailer _______
Less whole sellers mark up on his cost ________
Cost of the wholesaler ______
Less importers mark up on his cost ________
Cost of the importer _______
Less import duty ________
C.I.f. price _____
Less freight and insurance charges _______
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F.O.B. realization of the exporter ___________
Top-down Calculation for International Pricing (US $)
Consumer Price: 1,160 + 16%**
VAT* 160
Market price minus VAT: 1,000
Margin retailer: 250 = 25%**
Price to retailer: 750
Margin wholesaler: 90 + 12%**
Price to wholesaler: 660
Margin to importer 33 + 5%*
Landed-cost price: 627
Import duties: 110 + 20%**
Other costs (storage, banking): 17**
CIF (Port of destination): 500
Transportation costs: 130**
Insurance costs: 6**
FOB (port of shipment) 364
Transportation costs factory to port: 34**
Export price ex-works (EXW): 330
Factory cost price: 300**
Export profit (per unit): 30
*Note that VAT is calculated as a percentage of the price without VAT. Trade margins are usually calculated as a
percentage of the trade selling price. The trade margins for some sectors are calculated as a percentage of trade buying
prices.
**Figures based on assumptions. 30
Terms of Payment in International Transcations
The export Sales Contract must clearly specify how and when the
payment is to be made.
• Under this method the seller carries the entire financial burden.
• Here the seller ships the goods with no financial documents to
his advantage.
• Because of great risks associated with the open account
method by the seller, it is generally restricted to cases of
transactions between inter-connected companies or where the
exporter and overseas buyers have a long and well established
commercial relationship.
• Indian exporters are allowed to sell abroad on open account
basis only with special permission of the R.B.I. Normally this
permission is given to foreign companies operating in India.
Consignment Sales
DP and DA Bills
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DA
What is LC?
Export Contract
Exporter (Beneficiary) Importer (Applicant)
(including draft
Documents
and B/L)
Delivers L/C
Corresponding advising bank 3
Issuing bank
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Documents (including draft and B/L)
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Draft accepted and funds released
Dumping
• Dumping is considered an ‘unfair’ trade practice under
the WTO regime
• Frequently used
• Anti-dumping duty can be levied on imports of certain
products under the Agreement on Anti-dumping
practices
• A product is considered to be dumped if its export
price is less than its cost of production or selling price
in the exporting country.
Predatory dumping
• Objective of predatory pricing - to force competitors to
leave the market – predator raise price in the long run.
• Highly detrimental
• Practice is common where the predator firm operates
in numerous markets
• Anti-dumping duty is justified-Suspicion-subsidy
• European countries- dumping agricultural products
with huge farm subsidies and Japan of dumping
consumer electronics
• Agri-India--$6----$8 (France)------$8(other countries)
• France--$10($5 subsidy)---$6------$7 (other countries)
•Forms of dumping
– Sporadic dumping: The practice of occasionally
selling excess goods or surplus stock at lower prices in
overseas markets, as compared to domestic price or the
cost price
– Basic objective of firm to liquidate excessive
inventories
– Least detrimental
Persistent dumping
• A consistent tendency of a firm to sell the goods at
lower prices in foreign markets as compared to the
prices in domestic markets
• Marginal costing approach
• Chinese consumer goods industry is accused of
persistent dumping internationally, primarily to utilize
their large scale production capacities
Transfer Pricing
500 INDIA UK
1000
I Profit = 500
Tax on Profit in India = 50% = 250
Profit = 250
II Profit = 100
Tax on Profit = 50% = 50
Profit = 50
• Parallel importing
• Re – importing
• Lateral re - importing
Levis USA
Country A India
(Production Centre)
Lateral
Country B Dubai Country C UK
Grey – Import US $ 80
After Paying Tax
Price in country B (PB) < Price in country A (PA) < Price in Country C (PC)
Parallel Importing
• A product is sold at a higher price to the authorized
importer in overseas markets than the price at which
available in home market
• This makes parallel importing directly through
unauthorized channel attractive as compared to
buying from authorized importer or market
intermediary
Re-importing
• Re-importing becomes attractive when a product is
priced lower in overseas markets as compared to its
pricing in home market
Lateral re-importing
• Products sold from one export market to another
export market when the price differences exist in
different markets
• Difference between prices of automobile in USA and
Canada is substantial
• Canadian prices cheaper and no customs tariff between
two countries
• Canadian distributors engage in selling to the USA market
for which they are not authorized by the company
• Grey marketing channels adversely affect established
distribution channels of the firm
• Counter Trade
Goods / Services
seller Buyer
Goods / Services
Previously, this type of trade activity was more popular
among the governments. Now due to the liberalization and
privatization of commodities markets a “pure” barter trade
arrangement is rarely used.
Examples:
· The Malaysian government purchased 20 diesel electric
locomotives from General Electric against the supply of about
200,000 metric tons of palm oil over a period of 30 months.
Minerals and Metals Trading Corporation of India (MMTC)
imported 50,000 tons of rails value of about $38 million from
a Yugoslavian company against iron ore concentrates and
pellets of the same value.
In 2000 India agreed on an oil for wheat and rice barter deal
with Iraq.
Ex: - Pepsi Co entered into one of the largest barter with
Russia valued at US $ 3 billion – Pepsi Co had been
engaged in business with Russia since 1974 shipping soft
drinks syrup, bottling it as Pepsi Cola and marketing
within Russia. – In 2010 Pepsi sales volume amounted to
US $ 300 million comprising about 40 million cases from
26 bottling plants in Russia – Pepsi Co found it difficult to
takeover the profit from Russia as the hard currency was
not available – therefore Pepsi entered into an agreement
to export Stolichnaya Vodka from Russia – to the United
States where it was sold through an independent liquor
company -
Clearing Arrangements
This type of trading is between two or more than two
countries in the shape of an agreement, under which agreed
volume of goods are imported and exported over a specific
time period without the payment of foreign currencies. At the
end of the agreed time period, the balance is settled in an
agreed foreign currency for example US Dollars.
Government Government
of Country A of Country B
Importers of Exporters of
Country A Country B
Shipment of
Transport Hard
Equipment Currency
(Euros)
Shipment Hard
of Currency
Transport (Euros)
Goods worth
US$ 10 million Goods worth Hard Currency
US$ 8 million (US$ 2 million)
Goods / Services
Payment in Cash
Seller Buyer
Goods / Services
Payment in Cash
Example:
Pepsi Cola sold concentrates in Russia and got paid in Rubles,
which according to the agreement with Russia, these Rubles
were spent for purchase of Russian products like Vodka and
wine
Buyback
Under the buyback agreement, the seller supplies plant,
equipment or technology and agrees to buy goods produced
with that plant, or equipment as payment.
Typically, the Buyback deals are of much longer term and also
of larger amounts. The seller of equipment can receive a part
of the payment in the shape of products produced by that
equipment and the remaining amount in the shape of cash.
Buy Back Agreement
Seller Buyer
Payment in Cash
Goods Produced by
this plant
Example:
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Category Applicable for sea Applicable for all modes of
transport only transport (including water)
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Incoterms 2010 include a set of 11 terms as under:
EXW – (Ex Works) named place
The seller’s obligation to deliver goods is complete when he places the
goods at the disposal of the buyer at his own premises or another place
such as factory, warehouse etc. Here the goods are not cleared for
exports
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FAS – (Free Alongside Ship) named port of shipment
The seller delivers the goods by placing them alongside the vessel at the
named port of shipment. The buyer bears all costs and risks of loss or
damage to the goods from that moment
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CPT (Carriage paid) named place of destination
Seller delivers goods to carrier it nominates and pays cost of bringing
the goods to the named destination. The seller also clears the goods
for export
DAT (Delivered at terminal(named terminal at port)- Seller covers
all costs of transport (carriage cost-. unloading from carrier at port,
,port charges and assumes all risks till destination ex ship) named
port of destination
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DDU (Delivered Duty Unpaid) named place of destination
Any mode of transport the seller delivers the goods to the buyer, it is
not cleared for import and not unloaded from the arriving means of
transport at the named destination, but the buyer is responsible for
all import clearance formalities and cost
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DDP (Delivered duty paid) named place of destination
Any mode of transport; the seller delivers goods to the buyer, cleared for
import (including import licence, duties, and taxes) but not unloaded
from the means of transport
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Allocations of costs to buyer/seller according to Inco terms 2010
EXW Buyer Buyer Buyer Buyer Buyer Buyer Buyer Buyer Buyer Buyer Buyer
FCA Seller Seller Buyer Buyer Buyer Buyer Buyer Buyer Buyer Buyer Buyer
FAS Seller Seller Seller Buyer Buyer Buyer Buyer Buyer Buyer Buyer Buyer
FOB Seller Seller Seller Seller Buyer Buyer Buyer Buyer Buyer Buyer Buyer
CPT Seller Seller Seller Seller Seller Buyer Buyer Buyer Buyer Buyer Buyer
CFR(CNF) Seller Seller Seller Seller Seller Buyer Buyer Buyer Buyer Buyer Buyer
CIF Seller Seller Seller Seller Seller Seller Buyer Buyer Buyer Buyer Buyer
Buyer/Selle Buyer/Selle
CIP Seller Seller Seller Seller Seller Seller Buyer Buyer Buyer
r r
DAT Seller Seller Seller Seller Seller Seller Seller Buyer Buyer Buyer Buyer
DAP Seller Seller Seller Seller Seller Seller Seller Seller Seller Buyer Buyer
Seller/Not
DDP Seller Seller Seller Seller Seller Seller Seller Seller Seller Seller including
VAT/FAT