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Competitive Price Analysis
Baker Mid-Atlantic — 0 products analyzed
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Products Compared
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Above Market
Action needed
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At Market
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Below Market
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Avg % Difference
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Avg Competitor Price
| Baker Model | Baker Price | Avg Competitor Price | % Gap | Tier | Undercutting Competitors |
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| Competitor | # Products | Avg % vs Baker | # Cheaper |
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Below market (Baker cheaper)
At market
Above market (Baker more expensive)
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| Customer | # At Risk | Avg Gap | Worst Gap | Primary Threat | Risk Level |
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| Brand | Model # | Price | % vs Baker | Source / Customer |
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| Model # | Customer | Baker | Rheem | Ameristar | American Standard | Ferguson Goodman |
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| Model # | Baker | Rheem | Ameristar | American Standard | Ferguson Goodman |
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| Competitor | # Products | Avg % vs Baker | # Above Market | # At Market | # Below Market |
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| Product Series | # Products | Avg % vs Baker | Worst Gap | # Above Market |
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About This Tool
The Price Competitiveness Tool helps Baker's Mid-Atlantic team identify where ICP/GrandAire pricing is non-competitive relative to other HVAC distributors. The goal is to provide data-driven evidence for OEM price correction discussions with ICP.
Methodology
- Cross-Reference Mapping — A master cross-reference file maps each Baker/ICP model number to the equivalent competitor model numbers (Rheem, Ameristar, American Standard, Ferguson Goodman, AirMac). This establishes which products are comparable across brands.
- Competitor Price Extraction — Price sheets shared by our customers (HVAC contractors) are parsed automatically. These are the actual prices competitors are offering to the same customers Baker serves. The tool extracts individual component prices from Excel spreadsheets and PDF price books.
- Baker Price Source — Baker's selling prices (APP SELL) come from the Baker pricing file, representing what Baker charges customers for each ICP/GrandAire product.
- Price Comparison — For each Baker product that has a matched competitor product with a price, the tool calculates the percentage difference:
((Competitor Price - Baker Price) / Baker Price) × 100 - Market Position Classification — Each product is classified based on the average competitor price vs. Baker's price.
Market Position Definitions
| Position | Definition | What It Means |
|---|---|---|
| Above Market | Baker's price is more than 3% higher than the average competitor price | Baker is more expensive — customers have cheaper alternatives. Action needed with ICP. |
| At Market | Baker's price is within ±3% of the average competitor price | Baker is competitively priced. No immediate action needed. |
| Below Market | Baker's price is more than 3% lower than the average competitor price | Baker has a price advantage on this product. |
Data Sources
| File | Purpose | Source |
|---|---|---|
| Mid Atl Comp Cross.xlsx | Product cross-reference mapping (Baker model ↔ competitor models) | Baker Mid-Atlantic team |
| Baker pricing.xlsx | Baker's selling prices (APP SELL) for ICP Branded and GrandAire products | Baker internal pricing |
| R454B Simplified Full AS Upstate Home Main.xlsx | American Standard competitor pricing | Customer-provided price sheet |
| R454B Simplified Price Sheet Ameristar - Mortex.xlsx | Ameristar competitor pricing | Customer-provided price sheet |
| HD MECH GOODMAN PRICE BOOK 2026.pdf | Ferguson Goodman competitor pricing | Customer-provided price book |
| Dealers Supply Price Book A2L.pdf | AirMac competitor pricing | Customer-provided price book |
| Qte26256937.pdf | Burnette competitor quote | Customer-provided quotation |
Terminology
- ICP
- International Comfort Products — Baker's primary OEM (equipment manufacturer). Brands include Comfortmaker, Heil, Tempstar, and others.
- GrandAire
- A value-tier brand distributed by Baker, also manufactured by ICP.
- Cross-Reference
- A mapping that identifies which competitor model is equivalent to which Baker/ICP model, enabling apples-to-apples price comparison.
- APP SELL
- Baker's "Approved Selling Price" — the price Baker charges their contractor customers for a given product.
- SEER2
- Seasonal Energy Efficiency Ratio 2 — the industry-standard efficiency rating for HVAC cooling equipment. Higher is more efficient.
- Tonnage
- The cooling capacity of an HVAC unit, measured in tons (1 ton = 12,000 BTU/hr). Residential systems typically range from 1.5 to 5 tons.
- Efficiency Tier
- A grouping by system type: Heat Pump, AC with 80% furnace, AC with 90% furnace, AC with 95% furnace, or Package unit.
- R-454B / A2L
- A next-generation refrigerant replacing R-410A. "A2L" is its ASHRAE safety classification. Products using R-454B are only compared against other R-454B products.
- Price Sheet
- A document (Excel or PDF) provided by a customer showing the prices a competitor is offering them for HVAC equipment.
Assumptions & Limitations
- Component-level comparison only. Prices are compared at the individual product level (e.g., a single condenser or heat pump), not at the full-system level.
- 3% threshold. The ±3% "at market" band is a configurable assumption. Products within this range are considered competitively priced.
- Price sheet recency. Competitor prices are only as current as the price sheets provided by customers.
- Model matching is exact. A competitor product must have its exact model number in the cross-reference to be matched.
- Same refrigerant comparison. Products are compared only within the same refrigerant type (R-454B vs R-454B, R-410A vs R-410A).
- Single region. This analysis covers Baker's Mid-Atlantic region only.
- PDF extraction accuracy. Prices extracted from PDF price books use automated table detection. While validated, some complex layouts may produce extraction errors.
How to Use This Tool
- Start with Executive Summary — See the overall competitive position at a glance with headline metrics and charts.
- Review Priority Actions — Focus on products where Baker is most overpriced relative to competitors.
- Understand the Landscape — Use Competitor Landscape to see which competitors are most aggressive.
- Identify Patterns — Category Analysis shows whether issues are systemic or isolated outliers.
- Assess Risk — Customer Risk shows which customers have the most cheaper alternatives available.
- Drill into Data — Use the Appendix tabs for detailed product-level data and filtering.
- Export for ICP — Click "Download Excel Report" to get a formatted spreadsheet for price correction discussions.