[David Caulfield]

Not quite sure if I follow your question, but let me try.

Firstly, Penn do NOT sell direct to the public.

Secondly, we only set guideline Recommended Retail Prices - the shops decide what price to sell the products at. For us to do otherwise would be Retail Price Maintenance, and would be illegal.

Obviously, as more expensive material & technology is put into a product, our costs rise, so the selling price to the shop rises, and usually, unless the shop decides otherwise, the selling price to the customer rises.

Other than above, don't know what to say.

 

[David Caulfield]

WOW - You really know how to open a can of worms.

We could fill pages of this thread with further business studies lessons etc. (and the one listed was a real cracker), but suffice to say, dealers set the selling prices, we publish Recommended Retail Prices.

If dealers choose to sell at less, then it is from their profit margin. For example, a dealer CAN sell a 525 Supermag Xtra at any price, say for a crazy example £10, instead of £150. Would he sell more - in this case yes; would he lose money, yes, so why sell them at all when he can certainly sell them at £150. He would be better NOT buying any, so he has none to sell.

No manufacturer of ANYTHING will publish either the cost prices (ie. what it costs to manufacture the item), not will any manufacturer who sells via a distribution chain, publish selling prices to that chain - as someone else indicated, this would be commercial suicide, as it would let the competition know EXACTLY what they had to beat.

Don't know if all the above makes the muddy waters any clearer, or even worse...