Preispolitische Entscheidungen (1) PDF

## Begründete preispolitische Entscheidungen treffen ### Lernsituation 6: Preise gestalten The Sportartikelfabrik Sport-Burr KG is a market leader in the production of high-quality Nordic walking sticks. The company produces and sells 12,000 Nordic walking sticks per year at a unit price of €38.00...

## Begründete preispolitische Entscheidungen treffen ### Lernsituation 6: Preise gestalten The Sportartikelfabrik Sport-Burr KG is a market leader in the production of high-quality Nordic walking sticks. The company produces and sells 12,000 Nordic walking sticks per year at a unit price of €38.00. This price covers all costs and includes a profit of €1.81. Competitors offer similar Nordic walking sticks at prices between €34.90 and €35.99. ### Kompetenzorientierte Arbeitsaufträge: 1. Explain what price policy Sport-Burr KG has been pursuing so far! 2. Sport-Burr KG wants to increase the selling price (cash sales price) of the Nordic walking sticks to €41.80. The "Market Research" department warns: the (quantitative) annual sales will decline from 12,000 units to 11,000 units. (Fixed costs are €175,000.00 per month, variable costs €20.00 per unit.) * Explain how Sport-Burr KG should decide if the primary goal is to achieve the largest possible market share! * Demonstrate mathematically how Sport-Burr KG should decide if it is pursuing the short-term profit maximization principle. * Check mathematically whether the decision in 2.2 would be different if the sales volume decreased by 3000 units due to the price increase! ### 5.1 Grundlagen der Preispolitik Price policy is the determination of sales prices. The following three decision-making criteria have proven to be useful for price determination: * The cost-oriented price determination * The demand-oriented price determination * The competition-oriented price determination ### 5.1.1 Kostenorientierte Preispolitik The following example is based on the retail price calculation. **Example:** The cosmetics institute Beauty Moments Emmy Reisacher e. Kfr. wants to include a beauty box filled with a basic set for daily eye, nail, skin and body care in its product range. The order of the set "Verena" from the wholesale dealer "Schönheitsprodukte GmbH" is placed on the following terms: * List purchase price: €39.00 * Reseller discount: 30% * Cash discount: 3% * Share of transport costs: €4.00 In addition, the cosmetics institute calculates a handling cost surcharge of 50%, a profit surcharge of 15% and 2% customer discount. **Task:** Calculate the offer price! **Solution:** | | | | :---------------- | --- | | 100% | List purchase price (net) | €39.00 | | 30% | Supplier discount | ) EUR | | 70% | = Purchase price | EUR | | 3% | Supplier cash discount | EUR | | 97% | = Cash purchase price | EUR | | + Purchase costs | | EUR | | 100% | = Acquisition price | EUR | | 50% | + Handling cost surcharge | EUR | | 150% | = Total costs | EUR | | 15% | + Profit | EUR | | 115% | = Cash sales price | EUR | | 2% | + Customer discount | EUR | | 100% | = Offer price | EUR | ### 5.1.2 Nachfrageorientierte (abnehmerorientierte) Preispolitik **1) Overview** In order to be able to pursue a demand-oriented price policy, reliable information is required about the interaction between the price level and the expected demand. A price-sales function records the change in the quantity demanded of a good at changing prices. **2) Example** Weber Metallbau GmbH offers item number 220437 "Office scissors". Due to precise market research, they know their customers' reactions to price changes. They determine that they are facing normal demand, i.e., the quantity demanded decreases with price increases and increases with price reductions. The fixed costs for the production of the office scissors amount to €10,000.00per period, the variable costs to €6.00 per unit. The sales revenue is €10.00 per unit. The price-quantity relationship (demand function) can be found in the following table (column 1 and 2). **Task:** Determine the price policy upper limit! **Solution:** | Erlös/St. | AbsetzbareMenge | Umsatz (fK: 10000,00) | VK: 6,00 EUR/St. | Gewinn/Verlust | | :--------- | :----------------- | :------------------- | :--------------- | :------------- | | 13,00 | 2000 | 26000,00 | 12000,00 | 4000,00 | | 12,50 | 2500 | 31250,00 | 15000,00 | 6250,00 | | 12,00 | 3000 | 36000,00 | 18000,00 | 8000,00 | | 11,50 | 3500 | 40250,00 | 21000,00 | 9250,00 | | 11,00 | 4000 | 44000,00 | 24000,00 | 10000,00 | | 10,50 | 4500 | 47250,00 | 27000,00 | 10250,00 | | 10,00 | 5000 | 50000,00 | 30000,00 | 10000,00 | | 9,50 | 5500 | 52250,00 | 33000,00 | 9250,00 | | 9,00 | 6000 | 54000,00 | 36000,00 | 8000,00 | | 8,50 | 6500 | 55250,00 | 39000,00 | 6250,00 | **Result:** Weber Metallbau GmbH achieves the maximum profit of € per unit at a price of € per unit. ### 5.2 Preisstrategien Price strategies are a planned approach to enforcing a certain price level in the market. ### 5.2.1 Hochpreisstrategie In the high-price strategy, the supplier attempts to achieve a high price for its products in the long term by equipping the products with a "premium", e.g. consistently high quality standards, a high image, distribution only through exclusive stores or consulting centers, long-term guarantee periods for spare parts, repair service within 24 hours, etc. This type of exclusive price strategy is called premium price strategy. The prerequisites for this price strategy are that the product has a unique selling proposition and that demand changes only slightly with a price increase. **Examples:** Champagne, lobster, caviar, silverware, Rolls-Royce, Porsche, Rolex watches, Cartier jewelry, Bogner clothing, etc. ### 5.2.2 Niedrigpreisstrategie In the low-price strategy, the supplier aims to keep the price permanently below the price of comparable products. The goals of a low-price strategy can be: driving out competitors, preventing new suppliers from entering the market, capacity utilization, building a low-price image. The low-price strategy is mainly used for the sales promotion (promotion) of mass products that do not have a high service requirement. This type of price strategy is called promotion price policy. **Examples of companies that pursue a low-price strategy:** Aldi, Norma, OBI, H&M, Ratiopharm (generic drug manufacturing). ### 5.3 Preisdifferenzierung #### 1) Begriff Preisdifferenzierung and die Auswirkungen von Preisdifferenzierung The goal of price differentiation is to increase profits by creating submarkets to which different prices are charged. Creating submarkets requires ensuring that customers willing to pay a higher price are prevented from switching to a lower-priced submarket. The demarcation of submarkets is considerably facilitated by the fact that consumers do not behave consistently rationally, but instead, for example, position themselves in more expensive submarkets due to prestige (e.g., in the case of price differentiation in conjunction with product differentiation). #### 2) Arten der Preisdifferenzierung | Begriffe | Beispiele | | :--------------------------------------------------------------- | :---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | Price differentiation in conjunction with product differentiation | Relatively minor product differences with significantly different prestige value, e.g. equipment, paintwork, HP of a car, organic products. | | Price differentiation by customer group or by purpose of use | Electricity for private households - electricity for commercial use; normal tickets - student tickets; alcohol - spirits; diesel fuel - heating oil. | | Spatial price differentiation | Car prices abroad are lower than in the country; gasoline at highway gas stations is more expensive than at a gas station in a city. | | Temporal price differentiation | Peak and off-peak season; day/night electricity. | | Time-staggered price differentiation | A successful book is sold first as a hardcover edition, then as a paperback and finally as a paperback. | | Price differentiation by creating manufacturer preferences | Creating a brand name, forming first and second brands, manufacturer brand, retailer brand; Fairtrade brands. | | Price differentiation by purchase quantity | Large-volume buyers receive special prices compared to small-volume buyers, especially in the energy sector (aluminum production). |