I sell widgets. I've been selling these really popular widgets, #1 in the nation, for years. I've got cash shoved under my Bentley's back tire to keep it from rolling down the hill of money it's parked on. Got the picture?
Okay, you decide to get into the widget market. You have a comparable widget you market to the public. This is in direct competition to me. I can play fair and hope everybody likes my widget more than yours, or I can cut my prices so low that customers would be silly to buy your widgets, since they're basically the same but far more expensive. You are forced to cut your costs, but since you don't deal in the volume that I do, your costs are higher, your margin much thinner. If I cut my prices even down to the point that I lose a bit on each sale, it is worth the loss because you can't possibly compete for long. You will be forced to go out of business, then I can raise my prices back up to previous levels, even a little higher to make up the losses. I can set any price I want because I now have no competition.
Right misconception.. Or double talk or the inverse to "buy a car without credit"
It is not sustained resale at loss, hence not a real resale below cost..
It's called back ending the margin.. At some point you are making back the profit on those parts otherwise you are out of business, hence you never sold them for a loss..
Scenario 1
Different way to regain profit.. You sell the Widget for below cost to customer X and charge him credit terms in excess of standard usual. Hence -10% on parts but charging him +30% from the day the parts shipped to him on resale.. Nice cosy profit..
Scenario 2
You sell the Widget for -5% below cost to customer X and know the manufacturer will be giving you a charge back refund of 25% due to a VAP ( Volume Agreement Pricing ) that you negotiated. Adding to this a Shipping and handling fee of 10% more and you get a even better profit.