shokhead said:
What do you mean strip off warr costs?
Exactly as noted above, the manufacturer no longer has a liability (obligation) for repairs.
And it is a big $.
For many industries, it is treated as prepaid expense... meaning the expense is taken for the repairs at the time the unit is manufactured or sold.
At the end of the period, if no warranty claims are made, the balance of the expense is written back as unearned income for the manufacturer.
Prepaid warranty expenses are typically worse case statisical numbers. In other words, if I "know" that 1 unit in 97 sold will statistically require a new external case for the remote control, at least 1/97 of the cost of the external case for the remote control is added to each unit sold. HOWEVER, if I am unsure as to the exact number of remote control external cases that could be required, I will use the ratio based upon the worse results for remote controls that I ever had in the business.
If I am a smart manufacturer, I will even compute the number of owners manuals that will be lost by the purchaser and subsequently claimed to be never received.
(remember, it does cost money to operate a call center and mail those "lost" owners manuals)
Take nothing for granted. Each component is evaluated.
Those costs, real or fraudelent, will be added to my final manufacturing costs.
If I can make the unit for $320, need $20 in profit to make the beancounters and owners happy, and the statistical average warranty costs are $105.40, my final selling price to the dealers will be $445.40.
What is that $105.40 based upon? One of my Japanese manufacturers that uses Hitachi electrical motors in the production of an industrial cutting machine has computed their two year warranty costs at 31% of the wholesale price of their equipment.
A couple of years from now, some of that $105.40 may be claimed as unearned income. Of course, if I failed to do my computations correctly, I may actually be out more than $105.40 in warranty costs, and most likely, will also be out of a job. Which means, I have a pretty good inclination to overstate warranty costs, rather than understate those costs.
Now, take that selling price of $445.40. If the typical dealer discount is 50%, the MSRP will be $890.80, which rounds up very nicely to the ideal marketing price of $899.99
But, if the warranty costs are removed from the unit, I could set the MSRP at $680. OR, play any number of other pricing games......
Since most sellers of B Market stuff are catalog and online companies, shouldn't they be pricing their stuff BELOW the retail price for their products? Isnt that what they advertise? Yet, in my example above, the B Market product is being sold for essentially a retail price. Yes, their $ profit margin is smaller, but so is their actual cost in the unit, which means they are actually maintaining the same ROI (return on investment) as the storefront dealer.
I won't critize the storefront dealer, their overhead costs are so much greater. But then, why can't the B Market guys give you the consumer a proper price discount.
As I have stated before, somebody is making way to much money selling B Market stuff.
And yes, a 50% discount from retail is possible for the B Market guys. They may not want to give it to you, but you should be demanding it.