Cheap and durable (price matters!) By Rohit Chauhan

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Model 3: High pricing power
Another key indicator of competitive advantage is the presence of pricing power. The following comment from warren buffett encapsulates it

“The single most important decision in evaluating a business is pricing power. If you’ve got the power to raise prices without losing business to a competitor, you’ve got a very good business. And if you have to have a prayer session before raising the price 10 percent, then you’ve got a terrible business.”

How do you evaluate this ? Look for clues in the annual report or management responses to questions in conference calls. Does the management talk of margins being impacted severely due to cost pressures ?

For example – Companies like Page industries or asian paints are generally able to pass through cost increases to customer without losing volumes. When the input costs drop they can either increase their margins or use this excess profit in advertising and promotions and thus strengthen their competitive position. Can steel or cement companies do the same ?

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https://valueinvestorindia.blogspot.in/2015/04/cheap-and-durable-price-matters.html