Learning Objective 3
Price products using the
target-costing approach.
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Target Price and Target Cost
Target price is the estimated price for
a product (or service) that potential
customers will be willing to pay.
Target Price
– Target operating income per unit
= Target cost per unit
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Target Price and Target Cost
Steps in developing target prices and target costs:
1. Develop a product that satisfies the needs
of potential customers.
2. Choose a target price.
3. Derive a target cost per unit.
4. Perform value engineering to achieve target costs.
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Implementing Target Pricing
and Target Costing
Latisha’s management wants a 15% target
operating income on sales revenues of CC.
Target sales revenue is $750 per unit.
What is the target cost per unit?
$750 × .15 = $112.50, $750 – $112.50 = $637.50
Current full cost per unit of CC is $662.80
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Implementing Target Pricing
and Target Costing
Value engineering is a systematic
evaluation of all aspects of the
value-chain business function with
the objective of reducing costs.
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Value-Added Costs
A value-added cost is a cost that customers perceive
as adding value, or utility, to a product or service:
Adequate memory
Pre-loaded software
Reliability
Easy-to-use keyboards
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Learning Objective 4
Price products using the
cost-plus approach.
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Cost-Plus Pricing
The general formula for setting a
cost-based price is to add a markup
component to the cost base.
Cost base
$
X
Markup component
Y
Prospective selling price
$X + Y
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Cost-Plus Pricing
Assume that Latisha’s engineers
have redesigned CC into CCI at
a new cost of $637.50.
The company desires a 20% markup
on the full unit cost.
What is the prospective selling price?
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Cost-Plus Pricing
Cost base:
Markup component: (637.50 × .20)
Prospective selling price:
©2003 Prentice Hall Business Publishing, Cost Accounting 11/e, Horngren/Datar/Foster
$637.50
127.50
$765.00
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Cost-Plus Pricing
Assume that the capital investment needed for
CCI is $75 million, and the company (pretax)
target rate of return on investment is 17%.
What is the target annual operating income
that Latisha needs to earn from CCI?
$75,000,000 × .17 = $12,750,000
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Cost-Plus Pricing
What is the target operating income per unit?
$12,750,000 ÷ 100,000 units = $127.50/unit
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Cost-Plus Pricing
The 17% target rate of return on investment
expresses the company’s expected annual
operating income as a percentage of investment.
The 20% markup expresses operating
income per unit as a percentage of the
full product cost per unit.
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Advantages of Using Full Costs
Full recovery of all costs of the product
Price stability
Simplicity
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Alternative Cost-Plus Methods
Variable manufacturing costs
Variable costs of the product
Manufacturing function costs
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End of Chapter 12
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