PRICING & QUOTING

Learning Objectives• Learn how best to price your products

for export• You will learn what determines an

export price• You will learn how to present your

export price• How to respond to enquiries

IntroductionPrice is one the of the key variables in the

any international trade deal and should incorporate:

• The right quantity• At the right level of quality• At the right time• And at the right cost or price

What is the “right”, price?Many factors affect the

setting of the right price!

Some of these factors are controllable some not!

Export pricing must be FLEXIABLE!

Pricing Objectives• To keep, increase or defend market share• Compare prices with the competition• Eliminate the competition• Achieve target profits or maximise profits• To use excess production capacity• To project a high quality image• To survive

All of the above give rise to setting the right price for your company

Elements of Pricing• The relationship between price and quantity

= the price decreases as the quantities sold increases

• This is known as the law of demandHowever price in only one of several factors

influencing demand and therefore sales.Take into consideration: Quantity, quality,

time and cost

Price factors - Controllable & independent

Controllable factors Cost of product = the costs incurred to

manufacture and package the product (including: direct materials, labour, factory overheads, administrative & management costs)

Price factors - Controllable costs

Selling & distribution costs

In international trade especially transport and other distribution costs play a major role. The export must have a complete understanding of these costs

Controllable costs continued..Cost of marketing support. In developed

markets advertising & sales promotion is necessary to bring initial sales

Product quality. A unique product can demand a higher price

Product communication & image. Advertising & other communication can strengthen the appeal of the product

Independent price factorsPrevailing price levels in the target market.In some instances the price is set by the

existence of similar products in the target market

Market supply & demand. This is dependant on the intensity of demand for the product. Example: Seasonal variations imported vegetables vs. locally grown

Independent price factors…..

Competition. Intensive competition puts pressures on prices. In some instances you have to align your prices with those of your competitors.

Foreign Exchange. Prices often fluctuate because of exchange rates. It is wise to consult the foreign exchange division of your bank for assistance when quoting in a foreign currency.

PRICING METHODSThere are two main pricing policies:Cost-oriented pricing: is the simplest.

The cost is calculated for each unit of production. A percentage or mark-up is added to this base cost to determine price.

PRICING METHODSThe most common methods of

applying the cost plus approach:• Full cost pricing• Direct cost pricing• Marginal cost pricing• Break-even pricing

Full Cost PricingThis takes into account all the

variable costs & fixed overheads that are directly attributable to production, & a pre-determined profit margin.

Weaknesses: No account is taken of the demand side this could result in the firm producing products they cannot sell

Direct cost pricingDirect cost pricing is represented by a formula:Direct cost = raw materials + direct labour +

variable factory overheadA mark-up is added to the direct cost to cover

estimated overheads and leave a profit, so identifying the costs directly attributed to each specific output & using those costs to set prices.

Marginal cost pricingMarginal costing is an accounting technique

whereby a marginal cost is determined on the basis of additional variable costs only.

It is the amount by which the total cost is changed if the volume of output of a product is increased by one unit.

For example: If spare manufacturing capability is available, export prices at marginal costs may be quoted as the fixed costs are already being covered by domestic sales revenue.

Break-even pricing

Break- even pricingBreak-even pricing allows a firm to

compare the profit outcome of alternative sets of prices.

Firms can set prices to achieve maximum profit by concluding the price for given volumes.

Verifying the volume that will deliver the most profit.

Market-oriented pricing•Demand-oriented pricing•Competition-oriented pricing

Demand-oriented pricingThis implies that a high price is charge

where customer interest is high and a low price is charged where customer interest is low, despite that fact that the cost may be the same in both cases.

Based on the customer’s perceived value.

Competition-oriented pricingThis is based on the actual or anticipated

behaviour of competitors. Exporters would peg their price to that of their competitors. The main forms are: going rate pricing and sealed bid pricing.

Going rate pricing = The price is determined by market leaders who know what price the market will bear

Sealed bid pricing = Used when firms have to compete for contracts on the basis of tenders.

Determining Export PricesThe costs to consider are:• Factory costs (prime & overhead costs)• Selling & distribution costs (indirect & direct,

such as transportation costs)• Cost of marketing (advertising & similar activities• Administrative costs (salaries, office expenses,

audit & legal fees, stationary & printing)

Information on foreign markets

The size and nature of the marketKnowledge of competitive price patternsHow much room is their for price changesAre market shares changing?Is there a price leader?What is the relationship between price &

volume?Constant re-view of prices

Elements of the export price structure

Factory cost of product & profit = EXW/EX Works

Export packing & marking, loading, in-land transport, documentation =

FCA Free Carrier At….Transport charges & handling fee = CPT

Carriage paid to..Insurance = CIP Cost insurance paid.

Elements of the export price structure continued….

Transport to importer’s warehouse, duties, taxes & clearing agent’s fees =

DDP Delivered Duty PaidImporter’s mark-up, wholesaler’s mark-upand retailer’s mark-up = Price to consumer.

Average marginsExample: TOYSLanded duty = 100%Importer to wholesaler =

115%Wholesaler to retailer = 150%Retailer to consumer = 250%

INCOTERMS INCOTERMS, determine which prices are paid by the exporter and which prices are paid by the importer.

EXW = importer pays most of the costs

DDP = exporter pays most of the costs

IN C O T E R M S 20 00E x W o rk s (E X W )

N am ed p laceM u ltim od al In co term

S e lle r B u y e r

C o sts

R isk s R isk s

C o s ts

Export Costing SheetsUseful tool which services as a check list

to ensure that no cost has be omittedA substantial amount of information will

be supplied by your freight forwarder(transport rates, cost of

documentation, insurance, packing and labelling costs etc.)

Export Costing Sheets & freight rates

Most freight rates are based on weight or volume which ever is the greater of the two.

Example: a parcel weights 1 metric ton the dimensions are 2 cubic

metres, the freight rate would be based on the greater namely: 2 cubic metres

Example of a freight rate quoted by a shipping line for break bulk and or groupage cargo, quoted per freight ton.

Freight rate quoted by shipping line:USD 110.00 per weight or measure (freight ton)Weight of consignment = 2 metric tonDimensions Length 2.5M X Width 1M X Height

X 2 M = 5 cubic metres using the greater of the two amounts:

5 cubic metre X USD 110.00 = USD 550.00 freight rate payable

Sea freight containerisation quoted per container (6 or 12 metre)

Container/Sea Freight is quoted: per container (FAK) = freight all kinds regardless of contents

Example: USD 1000.00 for a 6 metre (20ft) container regardless of the weight, volume or contents.

Factors effecting your freight rateUn-foreseen increases in fuel,

exchange rate fluctuations, out break of war etc, effect the sea freight rate. These increases are called surcharges. They include:

Bunker Adjustment Factor (BAF) (fuel price increase)

Currency Adjustment Factor (CAF) (currency fluctuations)

War & port congest surcharges

Airfreight ratesAirfreight rates are expensive and only

include the cost of freight from the air port of loading to the air port of discharge.

Airfreight rates are based on a weight to volume ratio, which ever yields the greater amount of income for the airline.

Air freight rates Example of how to calculate the “chargeable weight”.1 mt = 6 cubic metreStep 1 - measure the parcel 100cm (L) X 100cm (W) x 100cm (H)= 100 000 cm3 now divide this by 6000 = 166,66Kg(you have converted cms to kgs) round up = 167KgStep 2 compare to actual mass = 150KgStep 3 the volumetric mass of 167 Kg is greater than the

actual mass of 150 KgThe airline would calculate the freight on 167 Kg

Export costing sheet template full container load sea freight

• EXPORT COSTING SHEET SEAFREIGHT• PRODUCT: • QUOTED FOR:• SHIPPED FROM :• SHIPPED TO:• QUANTITY: NUMBER OF UNITS:• UNIT WEIGHT: GROSS WEIGHT:• UNIT CUBE OF PARCEL: TOTAL CUBE OF SHIPMENT• FREIGHT RATE OBTAINED FROM• EXCHANGE RATE USED

It is important to record the details of the customer, weights, dimensions, exchange rates and freight rate quote.

Calculating to an EX Works price:• UNIT PRICE OF PRODUCT:• COST OF TOTAL SHIPMENT:• PROFIT :• OVERSEAS AGENT’S COMMISSION:• EXPORT, TURNOVER, OR OTHER TAX:• SPECIAL LABELS, LABELLING, CONTAINERS:• PACKING:• MARKET STRAPPING OR BUNDLING:• EX WORKS PRICE PER UNIT• TOTAL EX WORKS PRICE THESE ARE THE COSTS INCURRED AT YOUR FACTORY ADDED

TOGETHER WILL GIVE YOU THE TOTAL EX WORK PRICE FOR YOUR PRODUCTS

Calculating from EX Works to an FCA price:

• DELIVERY OF EMPTY CONTAINER (HAULIER COSTS):• COLLECTION OF FULL CONTAINER (HAULIER COSTS):• EXPORT DOCUMENTATION:• PACKING CONTAINER• RAILAGE/ROAD TO PORT OF LOADING:• CARGO DUES / WHARFAGE FEE:• TERMINAL HANDLING CHARGE:• FREIGHT FORWARDERS FEE• FINANCING CHARGE:• EXPORT CREDIT INSURANCE:• FCA PORT OF LOADING• UNIT FCATHESE ARE THE COSTS TO BRING A CONTAINER TO A PORT

OF LOADING READY FOR SHIPMENT

Calculating from FCA to CPT & CIP

• FREIGHT CHARGED PER CONTAINER:• BAF/BUNKER ADJUSTMENT FACTOR:• CAF/CURRENCY ADJUSTMENT FACTOR:• OTHER• CPT PORT OF DISCHARGE• INSURANCE• CIP PORT OF LOADING

ADDING THE ABOVE AMOUNTS TO YOUR FCA WOULD GIVE YOU A CIP PRICE. THE CONTAINER WOULD BE DELIVERED TO A PORT OF DISCHARGE (INCLUDING INSURANCE)

PRESENTING AN EXPORT PRICE/QUOTATION

Communication is one of the most important aspects of any international trade transaction. Most transmission of information/

communication is done through the issuance of documentation - Documents drive trade!

Export QuotationsThe key element that can

turn an enquiry into an order is the price quotation - setting out of the price and terms and conditions of sale under which the exporter agrees to supply the buyer.

Essential requirements when responding to an enquiry..

Speed: Respond quickly to show the you are keen and efficient.

Clarity: Be clear and include the relevant details requested by the customer

Quality: Back up all claims made, present a professional quotation

Follow-up: The wheel that makes the most noise gets the most attention

Good quotations should contain:

• Some expression of thanks for the enquiry• Clear and concise description of goods &

quantities• Statement of terms & delivery & packaging• Details of prices, discounts • Date of delivery• Period for which the quotation is valid• Preferred method of payment• Be upbeat and enthusiastic in all correspondence.