Case 2

I purchase a product: list price 78 euros VAT included.  they apply a 34% discount. how much do I get if I sell it at a price of 96 euros? what would happen if I sold it at a price of 90 euros in order to be more competitive?

In case of selling at the list price, the profit will be: 19,48% margin, 24,20 % markup, 15,33 euros margin. If I reduced the price to 90 euros in oreder to be more competitive, both the margin would decrease  (14,11%) and the markup and the margin in euros.

 

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