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Target Costing Process

Two stage process

Establish the target cost

Market research

Product planning, concept development stages

Achieve the target cost

Value engineering, continuous improvement

Design stage

Continuous improvement in later stages


1

Establishing the Target Cost

Determine the product and its market

Who is the target market?

What do they want?

What do competitors offer?

Introduce concept or prototype

Evolutionary or revolutionary?

Refine until it meets customer needs


2

Establishing the Target Cost

Determine the selling price

Must be acceptable to the customer

Must be able to withstand competition

Techniques

Existing price +/- value of features added or deleted

Consensus of focus group

Price predicted to achieve a desired market share

Establishing the Target Cost

Determine the required profit

Return on sales

Desired return

Historical return for similar products

Industry average for similar products

Return on sales will fluctuate over the life of the


product

Price and costs fluctuate


4

Unit Selling Price

Establishing the Target Cost

Product Life Stage


5

Establishing the Target Cost


Gradual decline as volume
increases

Unit Cost

Competitors enter market,


straining supply of resources
Unexpected events affect
cost of resources

Product Life Stage


6

Establishing the Target Cost

Unit price, cost and profit are almost


meaningless because they fluctuate

Life cycle totals are more meaningful


Total expected revenue throughout product life
- Total desired profit throughout product life
Total target cost

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