In December 2017, the managing director (MD) of Macmet Engineering Limited (Macmet), an engineering firm located in Kolkata, India, was preparing for an upcoming negotiation with a client a who had submitted a project proposal for the supply and installation of a water filtration system. The MD wanted to conduct an in-depth cost analysis to determine a competitive bid to win the project. Typically, pricing decisions were made using the full-cost method; however, the MD wanted to consider the current industry and competitive landscape in addition to an analysis of Macmet’s corporate capabilities to see if direct costing made more sense for this project. He also wanted to calculate the project’s absorption cost. Using the cost analysis alongside the qualitative analysis, the MD wanted to submit a bid in the next two weeks to win the project.
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