To illustrate the process of target costing, let’s look at the target costing practices at ITT Automotive. ITT Automotive, one of the world’s largest suppliers of auto parts, produced sales of $4.8 billion in 1994, which represented an increase of more than 34% compared to 1993. In 1995, sales were approximately $5.7 billion. Products produced include brake systems and components, wiper handling systems and components, fluid handling systems and components, structural systems and components, electric motors, switches, and lamps. More than 35,000 employees work for the company, with the vast majority of these employees located in the United States and Germany.
The brakes area has used target costing extensively for the last few years because of an extremely competitive environment. For example, the price of anti-lock brake systems, which currently sell for about $200, is expected to drop to $100 by the year 2000. Furthermore, the functionality of the product is expected to increase.
Establishing the target price and target margin. At ITT Automotive, price is generally set externally, either by competitive pressure or by the customer’s target costing system. For example, the price that Mercedes-Benz offers ITT Automotive for an anti-lock brake system (ABS) is Mercedes-Benz’s target cost.
The first step in the process occurs when ITT Automotive receives an invitation to bid from the customer. Due to the competitive nature of this industry, ITT Automotive cannot use "cost-plus" pricing when setting the price. The price that the company generally will quote is a price that already has been set by market conditions. An analysis then is performed to determine if the product fits ITT Automotive’s strategic goals and if the volume can be produced. Financial information including internal rate of return (IRR) and return on investment (ROI) also are calculated to ensure that ITT Automotive can earn a proper return. If productivity increases (reductions in price) are expected by the customer, the analysis must include an explanation concerning how the productivity increases will be achieved.
To determine whether the price is feasible, a permanent cost targeting group made up of employees with backgrounds in engineering, cost accounting, and sales receives the quote. Keeping in mind that the product being quoted will not be produced for several years, the ITT Automotive cost targeting group makes a determination concerning whether enough value engineering can be accomplished before the product is produced in order to meet the quoted price. Other factors considered by the cost targeting team when determining the feasibility of a price include previous quotes issued, economic factors such as anticipated inflation and interest rates, competitor pricing, and cost structure.
Because ITT Automotive does not produce automobiles, it does not have information concerning prices (and costs) of competitors’ component parts. Information from a tear-down analysis of a competitor’s product, however, may provide ITT Automotive with information that is useful in determining a competitor’s costs and, by adding a reasonable margin, the competitor’s price. Tear-down analysis, sometimes referred to as reverse engineering, is an analytical process in which a company will examine in detail a competitor’s product. During tear-down analysis, a competitor’s product is torn apart by engineers, component by component. An indication of the competitor’s design, estimated cost structure, quality, functionality, and possible processes used to build the product are garnered from this process. From this analysis, ITT Automotive may be able to im prove designs or processes in order to reduce cost without losing functionality (or to increase functionality and quality without increasing costs). The information garnered from this study is recorded on a standardized document that compares each competitor’s product with ITT Automotive’s product. This information is useful for price setting because the tear-down analysis provides information concerning the estimated cost structure of the competitor.
Price setting is an iterative process. The cost targeting team will try to find ways to reduce costs in order to accept a bid without compromising ITT Automotive’s expected return. For example, the cost targeting team may consult with the design engineers who may suggest that some new process or technology will be available when the product is produced that will reduce the cost of the product.
Assigning the target cost. The target cost is the target price minus the target margin. Finding the target cost is a relatively straightforward calculation; the difficulty for most companies is reaching the target cost in order to meet the company’s profit objectives. The target cost should include all costs related to the new product. At ITT Automotive, target costs include direct materials, direct labor, tooling costs, depreciation, promotion, service, and working capital.
Once the target cost has been computed, specific targets are assigned first to final assemblies, then to subassemblies, and then finally to individual components. This work is performed by individuals in the permanent cost targeting group. Although the setting of the targets is a cross-functional procedure, the ITT Automotive team believes that it is critical for someone who is independent to first set the targets. Once the targets are set initially in cost targeting, feedback is given to the cost targeting area from various members of the cross-functional team, including purchasing and production, concerning targets that are considered unreasonable. This step allows the cross-functional team to be involved in the target-setting process without bogging down the process.
Individual targets are set for each component that is purchased, along with targets for burden and labor. The target costs are tracked throughout the product’s life cycle, beginning with the design of the product, continuing when tooling is released, and not concluding until the product is discontinued.
In many situations, the price that ITT Automotive will receive for the product will become lower each year. Thus, the target costs will have to be lower each year to provide the company with the same return from year to year. Eventually the margin will become too small, and new products will have to be developed. Figure 1 shows a typical target costing situation, where cost targets are lower each year fueled by productivity increases. The targets are met by using cross-functional teams, setting early cost targets, engaging in value engineering (including tear-down analysis of competitor products and concurrent engineering and production), and forming partnerships with suppliers.
Then these targets are compared with quotes (or estimated costs for items such as depreciation). If the targets are not met, costs are reduced through value engineering and value analysis.
To illustrate the process of target costing, let’s look at the target costing practices at ITT Automotive. ITT Automotive, one of the world’s largest suppliers of auto parts, produced sales of $4.8 billion in 1994, which represented an increase of more than 34% compared to 1993. In 1995, sales were approximately $5.7 billion. Products produced include brake systems and components, wiper handling systems and components, fluid handling systems and components, structural systems and components, electric motors, switches, and lamps. More than 35,000 employees work for the company, with the vast majority of these employees located in the United States and Germany.
The brakes area has used target costing extensively for the last few years because of an extremely competitive environment. For example, the price of anti-lock brake systems, which currently sell for about $200, is expected to drop to $100 by the year 2000. Furthermore, the functionality of the product is expected to increase.
Establishing the target price and target margin. At ITT Automotive, price is generally set externally, either by competitive pressure or by the customer’s target costing system. For example, the price that Mercedes-Benz offers ITT Automotive for an anti-lock brake system (ABS) is Mercedes-Benz’s target cost.
The first step in the process occurs when ITT Automotive receives an invitation to bid from the customer. Due to the competitive nature of this industry, ITT Automotive cannot use "cost-plus" pricing when setting the price. The price that the company generally will quote is a price that already has been set by market conditions. An analysis then is performed to determine if the product fits ITT Automotive’s strategic goals and if the volume can be produced. Financial information including internal rate of return (IRR) and return on investment (ROI) also are calculated to ensure that ITT Automotive can earn a proper return. If productivity increases (reductions in price) are expected by the customer, the analysis must include an explanation concerning how the productivity increases will be achieved.
To determine whether the price is feasible, a permanent cost targeting group made up of employees with backgrounds in engineering, cost accounting, and sales receives the quote. Keeping in mind that the product being quoted will not be produced for several years, the ITT Automotive cost targeting group makes a determination concerning whether enough value engineering can be accomplished before the product is produced in order to meet the quoted price. Other factors considered by the cost targeting team when determining the feasibility of a price include previous quotes issued, economic factors such as anticipated inflation and interest rates, competitor pricing, and cost structure.
Because ITT Automotive does not produce automobiles, it does not have information concerning prices (and costs) of competitors’ component parts. Information from a tear-down analysis of a competitor’s product, however, may provide ITT Automotive with information that is useful in determining a competitor’s costs and, by adding a reasonable margin, the competitor’s price. Tear-down analysis, sometimes referred to as reverse engineering, is an analytical process in which a company will examine in detail a competitor’s product. During tear-down analysis, a competitor’s product is torn apart by engineers, component by component. An indication of the competitor’s design, estimated cost structure, quality, functionality, and possible processes used to build the product are garnered from this process. From this analysis, ITT Automotive may be able to im prove designs or processes in order to reduce cost without losing functionality (or to increase functionality and quality without increasing costs). The information garnered from this study is recorded on a standardized document that compares each competitor’s product with ITT Automotive’s product. This information is useful for price setting because the tear-down analysis provides information concerning the estimated cost structure of the competitor.
Price setting is an iterative process. The cost targeting team will try to find ways to reduce costs in order to accept a bid without compromising ITT Automotive’s expected return. For example, the cost targeting team may consult with the design engineers who may suggest that some new process or technology will be available when the product is produced that will reduce the cost of the product.
Assigning the target cost. The target cost is the target price minus the target margin. Finding the target cost is a relatively straightforward calculation; the difficulty for most companies is reaching the target cost in order to meet the company’s profit objectives. The target cost should include all costs related to the new product. At ITT Automotive, target costs include direct materials, direct labor, tooling costs, depreciation, promotion, service, and working capital.
Once the target cost has been computed, specific targets are assigned first to final assemblies, then to subassemblies, and then finally to individual components. This work is performed by individuals in the permanent cost targeting group. Although the setting of the targets is a cross-functional procedure, the ITT Automotive team believes that it is critical for someone who is independent to first set the targets. Once the targets are set initially in cost targeting, feedback is given to the cost targeting area from various members of the cross-functional team, including purchasing and production, concerning targets that are considered unreasonable. This step allows the cross-functional team to be involved in the target-setting process without bogging down the process.
Individual targets are set for each component that is purchased, along with targets for burden and labor. The target costs are tracked throughout the product’s life cycle, beginning with the design of the product, continuing when tooling is released, and not concluding until the product is discontinued.
In many situations, the price that ITT Automotive will receive for the product will become lower each year. Thus, the target costs will have to be lower each year to provide the company with the same return from year to year. Eventually the margin will become too small, and new products will have to be developed. Figure 1 shows a typical target costing situation, where cost targets are lower each year fueled by productivity increases. The targets are met by using cross-functional teams, setting early cost targets, engaging in value engineering (including tear-down analysis of competitor products and concurrent engineering and production), and forming partnerships with suppliers.
Then these targets are compared with quotes (or estimated costs for items such as depreciation). If the targets are not met, costs are reduced through value engineering and value analysis.
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