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Chapter 12

Global Pricing Strategies

Imanuel Hutagalung
Price Dynamic
 The coordination of pricing to increase sales
in geographical area according to the national
economic situation.(2A) (Pengelolaan harga
yang bertujuan untuk meningkatkan
penjualan sesuai dengan situasi
perekonomian setempat).
 The only element that is revenue-generating.
Price Dynamic

 International Pricing Situations.



Penentuan harga yang didasarkan pada
harga internasional yang berlaku;
terutama yang berkaitan dengan harga
bahan baku dasar dan kekuatan merek
produk global tersebut.
Price Dynamic
 First time pricing
 Create an initial price to be
accepted in a country.
 SkimmingThe initial price is higher
than the market price.
 Market pricingThe initial price is
more competitive with the market
price.
 Penetration pricingThe initial price
is lower than market price.(2B)
Price Dynamic
 Export pricing strategy

The Pricing based on a country’s export needs.
stand ard worl dwi de pr ice .

Adding another costs by add shipping cost and
miscellaneous cost.cos t pl us me thod .

The pricing based on the segment of the local market.
market dif ferentiate d pri cing.

The pricing based on demand.pri ce es calation and
duty dra wb ack s.(2C)
Adjusting to Foreign Currency
Fluctuations
 Forward Exchange market and price
manipulations
 penentuan harga dengan membuat
patokan tertentu yang dikaitkan dengan
mata uang dollar “hedging”.
 Misalnya, $ 1 = Rp 9230
Dumping
 Selling goods overseas for less than in the exporter’s
home market or at a price below the cost of production or
both. (Penjualan yang dilakukan, dimana harga di negara
tujuan lebih murah dibandingkan dengan harga di negara asal).
 Predator y dump ing : a tactic whereby a foregin firm

intentionally sells at a loss in another country in order to


increase its market share at the expense of dometic
producers to create international price war.(dumping yang
dilakukan untuk menghancurkan produk-produk di negara tujuan.
Misalnya Jepang masuk ke Amerika dengan menjual kamera yang
lebih murah. (2D)
Dumping
 Un -inten tional d ump ing: is t he re sult of time
lag s be twe en the dat es of sal es t ransac tion ,
ship me nt and ar riv al. Pri ces includ ing
exc hange rat es, can change in suc h a way that
the fin al sale s pric e t urns out to b e b elow t he
cos t of produ ction or below th e p ric e
pre vaili ng in the exp ort er’ s ho me mark et.
(dumping yang terjadi karena waktu antara transaksi,
pengiriman barang dan penerimaan barang yang tidak
sesuai dan dilakukan agar sebuah negara bisa
menerima produk tertentu dengan harga murah). (2D)
Environmental Constraints

 Government influence prices and pricing


directly as well.
 Under the price control, the global marketer
has to operate as it would in a regulated
industry.
 Mainly for political reasons.