Pricing man (parte II) - para reflexão

Mais um trecho retirado de "Confessions of the Pricing Man: How Price Affects Everything" de Hermann Simon.

"Countries show significant differences in how profitable their companies are. I have tracked data on this topic for many years, and attribute some of the results to cultural norms. Figure 5.1 compares the average profit margins for companies in 22 countries.

US companies are in the middle of the pack at 6.2 %. German companies have an average after-tax profit of 4.2 %, placing them in the lower half despite their improved performance in the recent past. Japanese companies have assumed their customary place near the bottom, with a meager 2.0 %. The average across all countries works out to 6.0 %.

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What causes these sharp differences? To a large degree it is a matter of having the wrong goals. While I wouldn’t say these numbers are completely self-fulfilling prophecies, they do reflect the priorities that companies set. Too many companies have given higher priority to goals other than profit.

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There is nothing inherently wrong with having sales, volume, and market share targets. Most companies have them and work hard to strike the right balance. These three secondary goals, however, offer you no useful guidance for price setting. Price setting requires a thorough understanding of two things: how your customers perceive your value and the profit level you need to sustain or improve that value. If market share is your primary goal, why don’t you just give away your product for free? Or even pay customers to use it? Of course such a strategy makes no sense. The reality in almost all companies is that goal setting is not an “either-or” exercise. 

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Balance is paramount. The central problem is that most companies are not balanced. They still underemphasize profits relative to such goals as market share, revenue, volume, or growth. And they misunderstand the often dire consequences of that prioritization. This imbalance results in bizarre pricing strategies and ineffective marketing tactics."