About this episode
Pricing is one of the biggest decisions we make in business. Charge too little and we damage profit. Charge too much and customers may walk away. Target costing gives us a different way to think about price, cost, value and margin.
In this episode, we explain how to price using target costing and why it works differently from traditional cost-plus pricing. We look at market price, desired profit margin, target cost, cost gaps, product design, waste reduction, and how better cost control can help us protect profit without sacrificing quality.
What you’ll learn in this episode
- What target costing means in practical business terms.
- How target costing differs from traditional cost-plus pricing.
- Why customer expectations and market price matter.
- How to calculate a target cost from price and profit margin.
- Why many costs are locked in at the design stage.
- How to identify and close a cost gap.
- Why cost reduction should not damage quality.
What is target costing?
Target costing is a pricing and cost control method that starts with the market. Instead of asking, “What does this product cost us to make?” we begin by asking, “What price is the customer prepared to pay?”
Once we know the market price, we deduct the profit margin we want to achieve. What remains is the target cost. That target cost then becomes the cost limit the business needs to work towards.
This makes target costing a customer-led approach. It forces us to think about value, design, efficiency, cost control and profit before the product is fully made.
Traditional costing versus target costing
Traditional costing, often called cost-plus pricing, starts with cost. We calculate the cost of labour, materials, production, support and overheads. Then we add a desired profit margin to arrive at a selling price.
Target costing works in the opposite direction. We start with the price customers are willing to pay, subtract the profit margin we need, and then work out what the product should cost.
If you want to understand the traditional approach in more detail, our episode on Understanding cost based pricing is a useful comparison.
Why target costing matters
Target costing matters because pricing is not just about adding a margin to whatever the costs happen to be. If costs are too high, the business may lose competitiveness, reduce profit, or struggle to sell at a price the market accepts.
One powerful idea in this episode is that many costs are locked in early, especially during design and planning. Once a product has been designed, sourced and built into production, it can be much harder to reduce costs later.
Target costing encourages us to challenge costs before they happen. That means we can think about materials, design, processes, production methods and customer value from the start.
How target costing works
The episode breaks target costing into a practical process. The method is simple in principle, even though applying it properly takes research, discipline and teamwork.
Step 1: Set the market price
First, we work out the price customers may be prepared to pay. This can involve market research, customer conversations, competitor checks, testing, and understanding the value the product offers.
Step 2: Decide the required profit margin
Next, we decide the profit margin we need. This may be a percentage of the selling price or a fixed amount per unit. The margin must support the wider business, not just one product.
Step 3: Calculate the target cost
We then subtract the required profit margin from the selling price. The result is the target cost. This tells us what the product should cost if we want to achieve the desired margin.
Step 4: Estimate the actual product cost
After that, we estimate what the product is likely to cost across its life cycle. This may include materials, labour, production, support, distribution, and other relevant costs.
Step 5: Close the cost gap
If the estimated cost is higher than the target cost, we have a cost gap. The business then needs to close that gap by improving design, reducing waste, changing processes, reviewing materials, or removing features that do not add value for the customer.
A simple target costing example
The episode uses a clear example. If the market price is $25 and the required profit margin is $5, the target cost is $20.
If the actual estimated cost is $22, there is a $2 cost gap. The business then needs to reduce costs by $2 without damaging quality or customer value.
This is where target costing becomes more than a pricing method. It becomes a way to improve cost control, challenge waste and protect profit. For more on the link between costs and profit, listen to Knowing Your Costs Makes You Money.
Benefits of target costing
- It starts with what customers are prepared to pay.
- It protects profit margin from the beginning.
- It encourages cost control before production begins.
- It helps reduce waste and unnecessary features.
- It supports better pricing decisions.
- It keeps quality and customer value in focus.
- It can improve competitiveness when used properly.
Challenges of target costing
Target costing is not perfect for every business or every product. It can require more research, more planning, and more attention to the full production life cycle.
It may also feel more complex than traditional cost-plus pricing. That is because we need to understand the market, customer expectations, desired margins, production costs, and design choices before finalising the product.
However, that discipline can be valuable. It helps us avoid accepting costs simply because they already exist. Instead, we challenge costs before they become locked into the business.
Practical steps for using target costing
- Research what customers are prepared to pay.
- Understand the value your product or service delivers.
- Set a realistic profit margin before production starts.
- Calculate the target cost from price minus profit margin.
- Estimate the actual cost over the product life cycle.
- Identify any cost gap between actual cost and target cost.
- Review design, materials, processes and waste.
- Reduce costs without reducing quality or customer value.
- Choose the pricing method that fits your market, customers and product mix.
Related episodes
- How to price your products or services
- Understanding cost based pricing
- Knowing Your Costs Makes You Money
Key takeaway
Target costing helps us price with the customer, market and profit margin in mind. Instead of accepting costs after they happen, we work backwards from the selling price and design the product around the cost the business can afford.
The aim is not to cut corners. The aim is to remove waste, challenge unnecessary costs, protect quality, and improve profit margins. When we understand the target cost, we can make better decisions before the product reaches the customer.
If pricing, costs, or margins feel unclear, visit ihatenumbers.co.uk or listen to the related episodes above to build more confidence with your numbers.
Plan it, Do it, Profit.
“Target costing asks what your product should cost, not just what it does cost.”
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Episode Timecodes
- 00:00 – Why pricing products is such a big business question
- 00:43 – Introducing target costing and cost reduction
- 01:27 – Traditional costing and cost-plus pricing explained
- 02:16 – Background to target costing and Japanese manufacturers
- 03:00 – How target costing differs from traditional costing
- 04:02 – Benefits and drawbacks of each costing method
- 05:09 – Target costing as cost control in reverse
- 06:54 – The five-step target costing process
- 07:44 – Example: price, profit margin and target cost
- 08:04 – Closing the cost gap without damaging quality
About the Podcast
The I Hate Numbers podcast helps business owners understand accounting, tax, finance, profit, cash flow, and business planning in a practical way. We simplify financial topics so you can make better decisions and feel more confident with your numbers.
You can also watch more practical finance and tax support on the I Hate Numbers YouTube channel, or listen and follow on Apple Podcasts.
Further Support
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