Maybe businessmen in regulated or unionized industries, like steel and utilities, are insane. Probably a better explanation is that they work in an insane system. After-all, as Nietzsche said “Insanity in individuals is something rare, but in groups, parties, nations and epochs it is the rule” He left out bureaucratic companies with antiquated decision making systems.
My good friend Marc Hodak at Hodak value Advisors sent me a note this morning - really early - about this Wall Street Journal story "Fixed Costs Chafe at Steel Mills".
It turns out that a few steel mills are raising prices even though demand is stalled at best at a very very low level. Sounds like madness doesn't it? Raise prices and demand should fall more, right? But you see the guys that run those plants get paid on productivity usually measured by margins - and as the quote below shows their unit costs are rising fast so unit profitability is crashing.
Think about this. If they sell 10 steel bars for $20 each they collect $200. If it takes $80 of direct materials to make the product and fixed costs like union labor and overhead is $100, then the total costs per unit sold is $80 + $100 = $180 divided by 10 units of steel bar, for a cost of $18 per unit. $20 price minus $18 cost = $2 profit.
OK that's fine and dandy but what happens when volume falls in half by 50% to 5 units sold. They only produce 5 units. What happens to costs? The CEO above says they go up - I say they did not change.
Let's look at the answer Mr. Oates' accounting financial management system gives him. We know that it costs $8 of materials per unit for $40 ($8 x 5 units of steel bar) and we know the fixed costs are $100 or $20 per unit. The unit cost in his system is now $40 + $100 units or $140/5 units = $28 cost per unit of steel bar-a 55% increase. So according to his accounting system his costs are going up 55% as his demand declines so let's say he raises prices to $30 per unit to maintain his $2 profit margin.
What happens? Well marginal buyers for steel go somewhere else and now he only sells 3 units. Uh oh, now costs are really high. $8 per unit plus $100 in fixed costs divided by only 3 units now = $100/3 per unit or $33.33 per unit, for a total unit price of $8+$33.33 = $41.33 cost per unit. That strategy really worked, he gets $30 per unit for $33.33 cost = -3.33 is what his accounting system tells him he loses. What now?
Unlike mill increases announced in recent years, this is obviously not driven by increasing global demand, but rather by fixed costs being proportioned across significantly lower demand," the company said in a letter to customers.
This problem is known technically as the "unitization of fixed costs" or as Marc likes to call it - the "death spiral". It happens when performance evaluation for a plant manager or employee is based on "unit costs" or "average costs", which includes fixed costs. The problem is that fixed costs do not change as volume varies.
In this type of system two things will happen: 1. the manager will raise prices to compensate for his increased average cost per unit and then volume will fall thereby raising cost per unit further, or 2. The plant manager produces and produces regardless of demand so his volume and capacity utilization stay high, but his unit costs stay low because fixed costs divided more volume = lower costs. Never mind that all those units just fill up a warehouse or a supplier where there is little or no end demand. Basically the managers bury the costs on the balance sheet in inventory which is costly but not to them because they are evaluated by margin per product or by minimizing unit costs.
If we charge them capital maybe they'll do the right economic thing and REDUCE FIXED COSTS IN DOLLARS. Layoff workers, sell extra factory space, etc.
Marc sums it up like this in his note to me:
Read all that carefully and you will see why single payer health care, that relies on some Politburo of unelected experts to set reimbursement rates for doctors, nurses, hospitals, drug companies and medical device companies based on 'average cost", will massively misallocate resources. Pricing off of costs is not market pricing and gives false signals and misaligned incentives to the good faith actors in any economic system.
Short the companies that don't get it; buy their competitors that get it, like Nucor (NUE).
BERK
Disclosure: Long Nucor (NUE), no position in Universal Stainless (USAP)
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