Uno de los principales aspectos en los que todo negocio basa la obtención de sus ganancias es la fijación de precios; por ello es necesario aprender a establecerlos, de manera que se eviten situaciones de quiebra e impulsen el crecimiento empresarial.
Para llevar a cabo esta labor de forma adecuada, Nacional Financiera recomienda seguir tres pasos:
1. Establecer su objetivo.
Para incrementar continuamente sus ventas y, por ende, sus dividendos, muchos pequeños empresarios deciden establecer precios ligeramente menores a los manejados por su competencia. Esto sólo puede hacerse de tres formas:
– Promoviendo precios bajos.
– Ofreciendo descuentos frecuentemente.
– Estableciendo precios más bajos que los competidores directos.
A veces, los dueños de comercios sólo buscan mantener sus niveles de ventas, ganancias u posición en el mercado. Esto suele ocurrir en mercados donde compiten muchas PyMEs que ofrecen productos similares, o en establecimientos controlados por instituciones gubernamentales, como tortillerías, misceláneas, farmacias, etc.
En dichas situaciones lo menos recomendable es iniciar una “guerra de precios”. Los comercios que operan en estos mercados frecuentemente obtienen muy pocas utilidades y pueden quebrar si disminuyen sus ganancias aunque sea en un porcentaje pequeño.
Aquí, la competencia debe basarse en ofrecer otro tipo de beneficios, como: un mejor surtido, mejor servicio, mejor empaque, productos de mayor calidad, etc.
Otro objetivo de los empresarios al fijar los precios es hacer rendir la inversión. Para ello se define la tasa de rendimiento como el interés que deja el negocio cuando se toma en cuenta el dinero invertido en él.
Este enfoque sólo debe utilizarse en compañías que requieren inversiones altas en equipo y maquinaria.
Un propósito más respecto a los precios es ganar las máximas utilidades posibles. Esto quiere decir, enfocarse en obtener el máximo volumen de ganancias, en lugar del necesario para lograr un rendimiento atractivo sobre la inversión. Esta dirección es la más adecuada para establecimientos que no demandan extensas inversiones para funcionar.
Estos negocios obtienen sólo el monto de su inversión y una utilidad relativamente pequeña.
Para utilizar este enfoque con éxito es necesario conocer perfectamente los costos y forma como varía la demanda del producto ofrecido, con base en el precio. Este objetivo funciona mejor cuando se maneja un producto o servicio único o existe mínima competencia.
2. Medir cuánto están dispuestos a pagar los clientes.
Para ello es indispensable preguntar directamente al consumidor. Las pequeñas empresas pueden hacerlo mediante:
– Cuestionarios enviados por correo.
– Entrevistas por teléfono.
– Agencias de investigación de mercados.
– Entrevistas personales.
– Experimentos de niveles de facturación vs precio en diferentes zonas.
La investigación arrojará lo que el comprador está dispuesto a pagar, pero no indicará si la compañía puede vender los productos a ese precio y tener utilidades; para ello es necesario tomar en cuenta los costos de fabricación y distribución, de manera que el precio garantice recuperar la inversión inicial del empresario.
3. Saldar los costos del producto o servicio y cumplir con los objetivos de utilidades.
Todos los gastos por la venta del producto o servicio deben ser cubiertos. Calcular el precio de manufactura y producción es una buena forma de empezar. Al hacerlo se encontrarán dos tipos de costos:
– Fijos: renta, electricidad, sueldos, teléfono, seguros, almacenes, etcétera.
– Variables: materias primas, empaque, transportación, etcétera.
Además de los anteriores, existen otros costos que surgen, por ejemplo, si la empresa misma distribuye sus productos: manejo y fletes, folletos y comisiones.
Por lo anterior se concluye que antes de poder fijar el precio del producto o servicio es necesario conocer exactamente todos los costos, sumarlos y determinar el costo total de estar en el negocio.
Sólo cuando todos los datos anteriores se han obtenido y el precio dispuesto ha pagar por el cliente ha sido determinado, es posible determinar un precio definitivo.
El precio final al consumidor
Un último aspecto que debe considerarse antes de establecer el precio es el impacto de los intermediarios.
La mayoría de los productos llegan al consumidor final gracias a la distribución hecha por mayoristas, detallista, distribuidores, etc.
En los casos de equipo especializado como computadoras o aire acondicionado, los distribuidores se encargan de instalar el equipo, darle servicio de mantenimiento y reparación; esto significa que el precio pagado por el consumidor final también debe cubrir las utilidades y gastos de los intermediarios.
Con información de SME Toolkit y Nacional Financiera
Karina Hernández Barrera
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