Optimal reliability, warranty and price for new products

Abstract

The success of a new product depends on both engineering decisions (product reliability) and marketing decisions (price, warranty). A higher reliability results in a higher manufacturing cost and higher sale price. Consumers are willing to pay a higher price only if they can be assured about product reliability. Product warranty is one such tool to signal reliability with a longer warranty period indicating better reliability. Better warranty terms result in increased sales and also higher expected warranty servicing costs. Warranty costs are reduced by improvements in product reliability. Learning effects result in the unit manufacturing cost decreasing with total sales volume and this in turn impacts on the sale price. As such, reliability, price and warranty decisions need to be considered jointly. The paper develops a model to determine the optimal product reliability, price and warranty strategy that achieve the biggest total integrated profit for a general repairable product sold under a free replacement-repair warranty strategy in a market and looks at two scenarios for the pricing and warranty of the product. The model assumes that the sale rate increases as the warranty period increases and decreases as the price increases. The maximum principle method is used to obtain optimal solutions for dynamic price and warranty situations. Finally, numerical examples are given to illustrate the proposed model.