Holistic pricing of machines and equipment
Pricing of new machines can be approached in various ways. The first step is to carry out a precise analysis to identify the underlying challenges. This often reveals that either the price setting - be it through the list price or the configurator - or the price enforcement through discounts needs to be optimized. Both areas can be improved in a targeted manner using systematic approaches. This involves leveraging the customers' willingness to pay using a value-oriented approach.
An essential starting point is the development of a clear strategy: companies should consciously position their products in the premium and/or volume market. This strategic orientation forms the basis for all further measures.
In addition, the anchoring of pricing must not be neglected. This requires the establishment of a powerful pricing organization as well as the…