Target Costing Versus Customer Profitability Analysis

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Introduction A manufacturing company in Coventry which is using traditional management accounting has asked for advice on improving operational performance. Following we introduce two contemporary developments (target costing and customer profitability analysis) and detailed analyze customer profitability analysis. Target Costing versus Customer Profitability Analysis (CPA) Target costing is an aggressive profit and cost management strategy implemented in the earliest stage of new product development. Different from conventional cost plus pricing methods in which the managers decide the prices based on existing costs. Target costing takes a different approach to identifying the price, profit and effectively control cost. In this process, the functional design and pricing strategy of a new product will be planned before cost and profit accounting. As Figure 1 revealed, based on market research, the analysis of market competition and willingness of target customers in paying each function will be taken as two criterions guiding the design of products. The positioning and pricing should be closely linked to each other in order to engage the product in target groups. Afterwards, with the restriction of price, the profits and costs involved in manufacturing and selling will be balanced. The profit margin, which is estimated from expected return of investment from shareholders, is an indicator for managers to determine the proportion of profits and costs. Since the

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