Managing a successful business entails identifying goals, making informed decisions, and taking actions necessary to attain profitability. The organization or company must also remain profitable by increasing revenue while controlling the costs and limiting expenses in conducting their business operations.
Establishing the pricing for the selling of products is crucial in maximizing profits. Prices must be determined appropriately and effectively to avoid losing profits or sales from setting the prices too high or too low. For instance, businesses must set prices by considering both markup and profit margin and ensure pricing is determined efficiently to attain optimal results.
Markup vs. Margin:
The terms markup and margin are often used interchangeably by companies or retailers. However, while markup and profit margin both involve revenue and costs and consider the same transaction, they provide different information. Markup is the amount that the business adds to a product or service cost to determine the customer’s final selling price. It is the difference between the selling price of a service or good and the cost. Markup relates to the total cost that the producer of the services or goods incur to generate a profit and cover the costs of conducting business.
Markup demonstrates the difference in the company’s selling price compared to the amount the product costs them. It helps businesses assess and ensure that they generate revenue and how much profit they produce on each sale.
Conversely, the profit margin is how the business’ profit relates to its revenue. In other words, it is their profit, which is their sales minus all of their expenses divided by their revenue. Profit margin provides a comprehensive insight into how well the business manages its finances or the health and the business’ performance.
The key to differentiating margin and markup is the margin percentage pertains to the selling price, whereas the markup percentage relates to the cost. Both markup and profit margin is critical in setting the pricing of products or services because the established price may impact the business’ market share if the company loses its competitive edge due to its significant pricing variation for the same or similar products or services its competitors offer.
Markup and Price Setting:
Determining the markup in the price setting of products can impact the business’s ability to profit. Deciding on the markup to set a product’s price before offering the product for sale influences customers to buy the product because it increases the percentage amount the customer saves. For instance, if the markup determined for a product’s price-setting creates a better perceived discounted price, it appears more appealing to customers and may draw their interest in purchasing a product because customers enjoy sales where they believe they are “getting a great deal.” Failure to do so may result in a significant loss for the business.
For instance, J.C. Penney, an American department store, changed their pricing strategy in 2011 to reflect the implementation of a model that focused on establishing “everyday low prices” and eliminating sales and the use of coupons. J.C. Penney believed that offering low pricing every day and year-round would be better than promoting sales and weekly promotions. However, the change in pricing strategy negatively impacted J.C. Penney’s bottom line and was unfavorable with customers. The customers did not perceive that they were saving, resulting in a 25% decline in J.C. Penney’s sales.
It is critical for businesses to determine and set the right pricing of their products or services by evaluating the markup and control production and operational costs while retaining a profit margin on the products sold. It illustrates the business’ ability to make the right decisions to achieve, sustain, and succeed as a profitable business.