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8/8/2019 Biaya Siklus Hidup Produk

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Cost Control TrainingBandung, 21- 23 November 2006

Penetapan Harga &Biaya Siklus Hidup Produk


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P ricing and Business

How companies price a product or service ultimately depends on the

demand and supply for itThree influences on demand and supply:1. Customers2. Competitors3. Costs


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Influences on Demand and Supply

1. Customers influence price through their effect on the demand for a product or service,based on factors such as quality and productfeatures

2. Competitors influence price through their pricing schemes, product features, andproduction volume

3. Costs influence prices because they affectsupply (the lower the cost, the greater thequantity a firm is willing to supply)


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Time Horizons and P ricing

Short-run pricing decisions have a time horizonof less than one year and include decisions suchas: P ricing a one-time-only special order with no long-run

implications Adjusting product mix and output volume in a

competitive market

Long-run pricing decisions have a time horizonof one year or longer and include decisions suchas: P ricing a product in a major market where there is

some leeway in setting price


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Differences Affecting P ricing:

Long Run vs. Short Run1. Costs that are often irrelevant for short-runpolicy decisions, such as fixed costs thatcannot be changed, are generally relevant inthe long run because costs can be altered inthe long run

2. P rofit margins in long-run pricing decisions areoften set to earn a reasonable return oninvestment prices are decreased whendemand is weak and increased when demandis strong


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Alternative Long-Run P ricing

ApproachesMarket-Based: price charged is based onwhat customers want and how competitors

reactCost-Based: price charged is based onwhat it cost to produce, coupled with theability to recoup the costs and still achievea required rate of return


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Markets and P ricing

Competitive Markets use the market-based approach

Less-Competitive Markets can use either the market-based or cost-based approachNoncompetitive Markets use cost-basedapproaches


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Market-Based Approach

Starts with a target priceTarget P rice estimated price for a

product or service that potential customerswill payEstimated on customers perceived valuefor a product or service and howcompetitors will price competing productsor services


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U nderstanding the

Market EnvironmentU nderstanding customers andcompetitors is important because:

1. Competition from lower cost producers hasmeant that prices cannot be increased

2. P roducts are on the market for shorter periods of time, leaving less time andopportunity to recover from pricing mistakes

3. Customers have become moreknowledgeable and demand quality productsat reasonable prices


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F ive Steps in Developing

TargetP

rices and Target Costs1. Develop a product that satisfies the needs of potential customers

2. Choose a target price3. Derive a target cost per unit:

Target P rice per unit minus Target OperatingIncome per unit

4.P

erform cost analysis5. P erform value engineering to achieve target

cost


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V alue Engineering

V alue Engineering is a systematicevaluation of all aspects of the valuechain, with the objective of reducing costswhile improving quality and satisfyingcustomer needsManagers must distinguish value-added activities and costs from non-value-added activities and costs


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V alue Engineering Terminology

V alue-Added Costs a cost that, if eliminated,would reduce the actual or perceived value or utility (usefulness) customers obtain from usingthe product or serviceNon-V alue-Added Costs a cost that, if eliminated, would not reduce the actual or perceived value or utility customers obtain fromusing the product or service. It is a cost thecustomer is unwilling to pay for


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V alue Engineering Terminology

Cost Incurrence describes when aresource is consumed (or benefit forgone)to meet a specific objectiveLocked-in Costs (Designed-in Costs) arecosts that have not yet been incurred but,based on decisions that have alreadybeen made, will be incurred in the future Are a key to managing costs well


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P roblems with V alue Engineering

and Target Costing1. Employees may feel frustrated if they failto attain targets

2. A cross-functional team may add toomany features just to accommodate thewishes of team members

3. A product may be in development for along time as alternative designs are

repeatedly evaluated4. Organizational conflicts may develop as

the burden of cutting costs falls unequallyon different business functions in the

firms value chain


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Cost-Based (Cost- P lus) P ricing

The general formula adds a markupcomponent to the cost base to determine aprospective selling priceU sually only a starting point in the price-setting processMarkup is somewhat flexible, basedpartially on customers and competitors


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F orms of Cost- P lus P ricing

Setting a Target Rate of Return on Investment:the Target Annual Operating Return that anorganization aims to achieve, divided byInvested CapitalSelecting different cost bases for the cost-plus

calculation: V ariable Manufacturing Cost

V

ariable Cost Manufacturing Cost F ull Cost


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Common Business P ractice

Most firms use full cost for their cost-based pricing decisions, because:

Allows for full recovery of all costs of theproduct Allows for price stability It is a simple approach


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Life-Cycle P roduct

Budgeting and CostingLife-Cycle Budgeting involves estimatingthe revenues and individual value-chaincosts attributable to each product from itsinitial R&D to its final customer service andsupportLife-Cycle Costing tracks and accumulatesindividual value-chain costs attributable toeach product from its initial R&D to its finalcustomer service and support


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Important Considerations for Life-Cycle Budgeting

Nonproduction costs are largeDevelopment period for R&D and design is

long and costlyMany costs are locked in at the R&D anddesign stages, even if R&D and designcosts are themselves small


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Other Important Considerations inP ricing Decisions

P rice Discrimination the practice of charging different customers differentprices for the same product or service Legal implicationsP eak-Load P ricing the practice of charging a higher price for the same

product or service when the demand for itapproaches the physical limit of thecapacity to produce that product or service


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The Legal Dimension of P rice Setting

P rice Discrimination is illegal if the intent isto lessen or prevent competition for customersP redatory P ricing deliberately loweringprices below costs in an effort to drivecompetitors out of the market and restrictsupply, and then raising prices


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The Legal Dimension of P rice Setting

Dumping a non- Indonesian firm sells a productin Indonesia at a price below the market value inthe country where it is produced, and this lower

price materially injures or threatens to materiallyinjure an industry in IndonesiaCollusive P ricing occurs when companies inan industry conspire in their pricing andproduction decisions to achieve a price abovethe competitive price and so restrain trade

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