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One is the overall level of corporate profitability, another is its use in determining the financial performance of each division, and yet another factor is the ease of use of the transfer pricing method selected Each of these factors is discussed in the following paragraphs The chief issue for any corporation is how to maximize its overall level of profitability To do so, it must set its transfer prices at levels that will result in the highest possible levels of profits, not for individual divisions, but rather for the entire organization For example, if a transfer price is set at nothing more than its cost, the selling division would much rather not sell the product at all, even though the buying division can sell it externally for a huge profit that more than makes up for the lack of profit experienced by the division that originally sold it the product.

Hallmark wasn t ready to embrace the idea of a children s television show based on Crayola crayons It may have been the right idea but it definitely wasn t the right time One of our agencies in Sweden, on the other hand, created a TV show that was rated number two on its channel in the first year LOOK FOR WHAT S EXCITING IN THE UNEXCITING It all started in what seems the most unlikely of places: Sweden s paint industry (It just screams prime-time TV, doesn t it ) Ten years ago, Malaremastarna (the Swedish Association of Painting Contractors) created an association for the paint and painters industry in Sweden called F rgdepartementet which roughly translates as Institute for Color The association is a consortium of 15 companies, seven of them direct competitors.

External Customers External customers are individuals and organizations in the external environment Projects can address their needs in two ways In the rst, a project may focus on developing a product or process that will eventually be marketed to outside consumers In this case, there is no guarantee that the consumer will want to buy the product or process, so the project faces the serious risk that it might fail in the marketplace Project managers may be ever conscious of producing something that will succeed in the market If they are developing an important new product, it may be especially crucial that they complete their project in a timely fashion; if they do not, the product may lose its competitive edge.

The typical division manager will select the product sales that result in the highest level of profit only for his or her division, because the manager has no insight (or interest) in the financial results of the rest of the organization Only by finding some way for the selling division to also realize a profit will it have an incentive to sell its products internally, thereby resulting in greater overall profits An example of such a solution is when a selling division creates a by-product that it cannot sell, but that another division can use as an input for the products it manufactures The selling division scraps the by-product, because it has no incentive to do anything else with it However, by assigning the selling division a small profit on sale of the by-product, it now has an incentive to ship it to the buying division.

The business press is lled with stories of companies announcing the forthcoming introduction of a new product and then being embarrassed when the product hits the market several months behind schedule Projects also address external customer needs through contracts (see Seven for more details) The government, for example, commonly funds contractors to carry out desired projects Here project managers have a clear idea of who the customers are; given this knowledge, they are obliged to maintain good communications with customers, to make sure that they are indeed meeting the customer needs This is easier said than done As we shall see in s Four and Five, customers often do not have a precise idea of what they want Consequently, their needs tend to change as the project evolves and they gain a better appreciation of precisely what the project is developing.

Such a pricing strategy assists a company in deriving the greatest possible profit from all of its activities..