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How To Make The Best Pricing Strategy And Costing In The Export Business

In the ever-evolving landscape of international commerce, understanding how to make pricing for your product effectively is a fundamental skill that can make or break your export business. One critical aspect that often goes hand-in-hand with pricing is a comprehensive grasp of Incoterms (International Commercial Terms) provided by the World Trade Organization (WTO) and the International Chamber of Commerce (ICC). In this article, we’ll delve into why you need to learn how to price your product and how Incoterms play a pivotal role in this process.

Why you need to learn about the pricing of a product:

Profit Maximization: Pricing directly affects your profitability. Learning how to set the right price ensures that you not only cover your expenditure but also maximize your profits on sales.

Competitive Advantage: Proper rate fixing of products can give you a competitive edge. Understanding market techniques and pricing strategies helps you position your product effectively.

Customer Perception: Pricing creates an awareness in your customers about the value of your product. If you price too low, your product might be recognized as low-quality, while overpricing can discourage potential buyers.

Market Expansion: Different markets require different rate fixing strategies. Adapting your pricing for various markets is essential for global expansion.

How to Price Your Product:

Cost-Based Pricing: Start with calculating all production and operational costs, then add a desired profit margin.

Market-Based Pricing: Analyze your competitors’ prices and align your prices accordingly.

Value-Based Pricing: Consider the perceived value your product offers to customers and price accordingly.

Dynamic Pricing: Adjust prices based on demand, seasonality, and market changes.

Understanding Incoterms for Pricing:

Incoterms are standardized terms used in international trade contracts to define the responsibilities of buyers and sellers regarding the delivery of goods. Here’s why understanding Incoterms is crucial for pricing your product internationally:

Risk Allocation: Incoterms clearly define when the risk transfers from the seller to the buyer. This impacts the cost of insurance, which in turn affects pricing.

Transportation Costs: Depending on the chosen Incoterm, transportation costs may fall on the seller or the buyer. Understanding this helps you factor in shipping costs when setting rate to your product.

Customs and Duties: Incoterms determine who is responsible for customs clearance and duties. This affects the overall cost of importing/exporting your product.

Delivery Timing: Different Incoterms specify when and where the risk transfers. This can have an impact on your pricing strategy, especially if you need to meet specific delivery deadlines.

Role of the International Chamber of Commerce (ICC) in INCOTERMS:

The ICC plays a crucial role in the development and maintenance of INCOTERMS. The ICC’s experts, consisting of lawyers, traders, and academics, regularly update these INCOTERMS to reflect changes in international trade practices and regulations. Their goal is to ensure that INCOTERMS remain relevant and effective in the vastly evolving world of global commerce.

How INCOTERMS helpful in Understanding Impacts Pricing:

Understanding INCOTERMS is important for pricing products in international trade. These terms determine the person bears the costs and risks at each level of the transaction, including transportation costs, insurance, and customs clearance. Knowing this can help the seller to accurately calculate the total cost of delivering the goods to the buyer, which will directly affect the pricing decisions.

Brief Overview of Key INCOTERMS:

1. FOB (Free On Board):

Free on board means that the seller is responsible for the goods until they are loaded onto the vessel at the port of shipment. Once loaded, the risk and responsibility are shifted to the buyer. Free onboard is commonly used in sea freight.

2. FOR (Free On Rail):

Free on rail is similar to Free on board but used for goods transported by rail. The seller’s responsibility of looking after goods ends when they are loaded onto the train.

3. CFR (Cost and Freight):

Under CFR, the seller is responsible for the total cost of transportation to the port of destination. However, once the goods are loaded on the vessel, the risk transfers to the buyer.

4. CIF (Cost, Insurance, and Freight):

Cost, Insurance, and freight include the cost of insurance in addition to the cost of transportation. The seller is responsible for both until the goods are loaded onto the vessel.

5. CNF (Cost Net Freight):

Cost Net Freight is as same as the CFR, but it’s a less commonly used term, often found in older contracts.


Learning how to price your product effectively is a very important fundamental skill for any business. While expanding into the global market, understanding about Incoterms provided by the WTO (World Trade Organisation) and ICC (International Chamber of Commerce) becomes equally essential. By integrating your pricing strategy with Incoterms, you can ensure that your commodity remains competitive, profitable, and compliant with international trade regulations. So, hold to these concepts, and watch your product’s success fly up on the global stage.