Calendar year 2001 2002 2003 2004 2005 2006
Kalina Price (rubles) 260,000
Russian inflation (forecast) 14.0% 12.0% 11.0% 8.0% 8.0%
U.S. inflation (forecast) 2.5% 3.0% 3.0% 3.0% 3.0%
Exchange rate (rubles = USD 1.00) 30.00
a. If the domestic price of the Kalina increases with the rate of inflation, what would its price be over the 2002-2006 period?
g. So what did the Russian ruble end up doing over the 2001-2006 period?
Calendar year 2001 2002 2003 2004 2005 2006
a. Kalina Price with Russian inflation (rubles) 260,000 296,400 331,968 368,484 397,963 429,800
30.00 33.37 36.28 39.10 41.00 42.99
c. Export price if using PPP (dollars) 8,666.67$ 8,883.33$ 9,149.83$ 9,424.33$ 9,707.06$ 9,998.27$
Problem 6.23 AvtoVAZ of Russia’s Kalina Export Pricing Analysis
b. Assuming that the forecasts of US and Russian inflation prove accurate, what would the value of the ruble be over the coming years if its value versus the
dollar followed purchasing power parity?
c. If the export price of the Kalina were set using the purchasing power parity forecast of the ruble-dollar exchange rate, what would the export price be over
the 2002-2006 period?
AvtoVAZ OAO, a leading auto manufacturer in Russia, was launching a new automobile model in 2001, and is in the midst of completing a complete pricing
analysis of the car for sales in Russia and export. The new car, the Kalina, would be initially priced at Rubles 260,000 in Russia, and if exported, $8,666.67 in
U.S. dollars at the current spot rate of Rubles 30 = $1.00. AvtoVAZ intends to raise the price domestically with the rate of Russian inflation over time, but is
worried about how that compares to the export price given U.S. dollar inflation and the future exchange rate. Use the following data table to answer the
pricing analysis questions.
If most of the competition in the target dollar markets were dollar-based manufacturers, their costs and prices might be rising with dollar inflation. The
answers to parts c) and d) provide some ideas or possible boundaries on what you might consider. At fixed exchange rates, the dollar price would rise quite
high by 2006 (to $14,326.68), whereas if rate of exchange had remained fixed the export price would be much lower in 2006 ($9,998.27). Of course pricing
strategies can and should be changed over time with changing market conditions, but the general consensus of analysts would be to expect to increase the at a
rate somewhere inbetween c) and d) forecasts.
d. How would the Kalina’s export price evolve over time if it followed Russian inflation and the exchange rate of the ruble versus the dollar remained
relatively constant over this period of time?
b. Exchange rate (rubles=$1.00) if purchasing
power parity (PPP) holds
e. Vlad, one of the newly hired pricing strategists, believes that prices of automobiles in both domestic and export markets will both increase with the rate of
inflation, and that the ruble/dollar exchange rate will remain fixed. What would this imply or forecast for the future export price of the Kalina?
f. If you were AvtoVAZ, what would you hope would happen to the ruble’s value versus the dollar over time given your desire to export the Kalina? Now if
you combined that ‘hope’ with some assumptions about the competition — other automobile sales prices in dollar markets over time — how might your strategy
evolve?