أ. شريف نايف عوايص

محاضر في ادارة الأعمال- رئيس قسم التسجيل - عمادة القبول والتسجيل

Export Pricing

Export Pricing

Pricing for export is different than domestic pricing. Additional consideration needs to be given to the cost of modifying product or support materials for the foreign market, the logistics of getting the product to the foreign market, insuring the product, financing costs, transportation and other costs unique to exports such as long-distance communication costs and exchange rates.

As pricing strategy is a key component of an export-marketing plan, the pricing structure has to be an integral part of the marketing objectives. These will vary depending on the target overseas markets. For example, a firm might regard the foreign market as a secondary market and consequently have lower expectations regarding market share and sales volume. Pricing decisions are naturally affected by such views.

An exporter must thoroughly evaluate all the variables that have a bearing on the price for the product/service may not sell. On the other hand, too low a price may not justify any exports at all. It is important that an export market research. Various sources could be tapped to collect price relevant information like other exporters to same markets, overseas distributors and agents dealing in similar products, searching the internet, foreign travel etc.

Price for any product is affected by the following three major factors:

  1. Costs: Costs serve the basic purpose of arriving at the minimum price, also known as the floor price. These are basically bounded to production and other incurred costs. Costs serve as the foundation of any pricing as the objective of every business is to make some profit and even for non-profit organizations. It is not to incur any losses. Profits will commence as and when one is able to recover all the incurred costs.
  2. Competition: Competition plays a very important part in any pricing decision as it defines the price ceiling or maximum price. Based on your costs and the competition prices, you will have to work on your own prices.
  1. Customer Expectation: Exporter must take into account the customer demand at various price levels. Pricing is done for customer acceptance and it should be an optimum price to suit the customer expectations.

Export Pricing Strategies

Following three strategies are used in export pricing

  1. A low price (Penetration) refers to volume policy. Products are priced low to gain speedy acceptance in the market.
  2. Products are priced high (Skimming) where the product is an innovation, unique in the market, setup costs are high and demand is relatively inelastic.
  3. Market (Holding) is a strategy intended to hold market share. Products are priced based on what the market can take.

Credit: International Business-MGU

 

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