04 Jul GLOBAL MARKETING PRICINGDECISIONS
Global Marketing PricingDecisions
PolyPrin Clothing Inc. is a manufacturer of womens fashion clothing out of San Diego, California. The company has been in business for five years operating a plant
capable of producing 4 million items per annum. PolyPrins fashion lines are a series of casual yet elegant light dresses designed with the tropical spirit in mind.
The name of the company is derived from the influence of Pacific culture, and positioned for young to middle aged women seeking an exotic image.
At present PolyPrinproduces and sells 3 million dresses a year. It distributes its products through its own retail outlets and to some specialty stores across the US
west coast. Details of the companys 2014 financial statement are as follows:
All items expressed in $millions
Revenue 90
Labour 12
Materials 22
Energy 6
Plant Overhead 3
Total Operating Costs 43
SG&A Costs 14
Profit Before Tax 33
Tax 10
NET PROFIT 23
After years of success in the west coast of the USA, PolyPrin has decided to export its fashions to Australia in 2014. The company believes the culture of Australia
is similar to that of California, and so should be successful. As well, Polyprin also feels its products are well suited across a variety of global cultures. As a
result, Australias increasingly multicultural society, as well as its similar business practices with the USA, makes the company believe it is an ideal overseas
market to enter.It is eventually looking to take its products into neighbouring emerging nations.
Moreover, the company believes Australia as a nation promises good economic prospects, especially in lieu of the growing importance of its commodity exports to nearby
emerging Asian nations. The rising demand for commodities has increased the value of its currency, the Australian dollar, from as low as $US0.60 in late 2008 to
$US1.03 at present.In the last couple of year, monetary policy has been relatively tight and interest rates are double those in the US at nearly 4%. This is in
response to strong economic activity, due to surging commodity exports, that has pushed up the inflation rate in Australia.
Polyprinhas been consideringsetting up a wholly owned retail subsidiary in Australia,and/or distributeits productsthrough other retail stores. The cost of
establishing a wholly owned retail subsidiary is $30m. Under the tax agreement between the USA and Australia, the profits of the retail subsidiary are subject to a
10% tax rate. All profits may be repatriated back to the US.
Market research studies have indicated that the market for casual type wear in Australia is around $5bn per year. While there are several competitors in the country,
Australia has faced rising competition from apparel producers in Asia. Average retail prices for some importedproducts are estimated to be around $A30-35. In
neighbouring New Zealand and certain Southeast Asian nations, retail pricing for standard clothing is as high as $US45. Many of these dresses are distributed through
mid to large retail outlets in the major urban centres. PolyPrin believes its material and quality is superior, and that its in-house custom designs are unique.
PolyPrin is now considering the price it wishes to sell its product to the retailer, and to determine what the final retail price should be. It is believed that the
mark-up from manufacturer to the retaileris 10% (mark-up is after manufacturing and shipping costs), and the mark-up from the retailer to the customer is usually 20-
25%. The cost of shipping and insurance for delivery from Los Angeles to the port in Sydney is $5 per dress. Import duties of 5% are applied on the price to the
retailer on a CIF basis.
Questions:
1)
a) Using the domestic price PolyPrin receives and the normal mark-ups, distribution costs and duties, calculate a possible retail price in the Australian
marketfor one dress. (Price Escalation).
b) Determine the cost to produce one dress, and using this plus the normal mark-ups and distribution costs and duties, calculate the potential retail price in the
Australian market for one dress.
2) Which pricing scenario is better for the company? Explain your answer, considering key factors beyond costing that influences pricing decisions.
3) Given this information, what price would you ultimately charge, and why? How would you enter the Australian market and distribute the product? Explain fully!
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