Chapter 2: Other costing systems
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Target costing and new product development
Target costing is used mainly for new product development. This is because
whenever a new product is designed and developed for a competitive market, a
company needs to know what the maximum cost of the new product must be so
that it will sell at a profit.
A company might decide the price that it would like to charge for a new product
under development, in order to win a target share of the market. The company then
decides on the level of profitability that it wants to achieve for the product, in order
to make the required return on investment. Having identified a target price and a
target profit, the company then establishes a target cost for the product. This is the
cost at which the product must be manufactured and sold in order to achieve the
target profits and return at the strategic market price.
Keeping the costs of the product within the target level is then a major factor in
controlling its design and development.
New product design and development
$
Decide: The target sales price X
Deduct: The target profit margin (X)
Equals: The target cost (maximum cost in order to meet or exceed the
target profit)
X
The reason that target costing is used for new products, as suggested earlier, is that
the opportunities for cutting costs to meet a target cost are much greater during the
product design stage than after the product development has been completed and
the production process has been set up.
Typically, when a new product is designed, the first consideration is to design a
product that will meet the needs of customers better than rival products.
However, this initial product design might result in a product with a cost that is
too high, and which will therefore not be profitable.
The estimated cost of a product design can be compared with the target cost. If
the expected cost is higher than the target cost, there is a cost ‘gap’.
A cost gap must be closed by finding ways of making the product more cheaply
without losing any of the features that should make it attractive to customers
and give it ‘value’. For example, it might be possible to simplify that product
design or the production process without losing any important feature of the
product. It might also be possible to re-design the product using a different and
cheaper material, without loss of ‘value’.
Having worked out how to reduce costs at the product design stage,
management should try to ensure that the product is developed and the method
of producing it is introduced according to plan, so that the target cost is
achieved.
1.3 The target costing method
The principles of target costing may therefore be summarised as follows.