Businesses can only sell their products for what the market will pay for them. If the market pays more than the unit production costs, they make a profit. If not, they make a loss. It's that simple.
In the example I gave, the business could have been happily selling at €2.10 or even €2.20 during the good times but now that we are in a recession, customers will only pay €1.95 so therefore it's now operating at a loss - just like many businesses in Ireland today. But that is unsustainable so costs will have to be cut to reduce the production cost to less than the price the market will pay. If not, firm will eventually go bust. Just like Ireland Inc if that massive €25bn deficit is not cut drastically.
The simple basic equation I gave you illustrates how that if production costs are cut by 10 per cent, even a slight fall in production will still produce a profit. Squeeze out a higher rate of production at the new costs then you make an even higher profit.
In my own company, which is a small business, the losses last year and the year before that where staggering and the future was decidedly bleak. Costs were cuts drastically, including 20 per cent pay cuts for staff (they're now on four-day weeks) and the slashing of all budgets. The company is now under new management, including me, and but we are stuck with the previous regime's budgets for the foreseeable future. Sales are up - slightly - and we are on track to get back to profit either later this year or early next. But there are no guarantees. It all depends on the market out there.
Businesses can do many things to cut their costs - cutting wages is just one way but is the easiest because payroll is the biggest cost for any business.
However, there are many costs that are outside the control of businesses - and many of these are due to the State. These include payroll and corporation taxes, VAT, local authority rates, fuel duties, road tolls and the myriad of other State charges.
There are also the high costs for key services by semi-states which are under the control or influence of the State - examples include ESB, Bord Gais, An Post, CIE, etc.
We also have, as Libero said, have poor transport infrastructure, poor broadband coverage and an inefficient health service with high costs, all of which add further to the cost of doing business in Ireland.
And then there are the two killer costs for Irish business at present - high rents and high insurance premiums.
All of these need to be reduced to ease the cost burden for Irish business and improve 'national competitiveness' - which will allow businesses to compete in the home and export markets, and start creating jobs again.
The Government needs to play its part in reducing the costs for which it is directly responsible and also has control/influence over.
But none of this is new - Fine Gael and Labour, as well as employers' groups and even unions, have been pointing this out to Fianna Fail for the last decade. Nothing was done to control State costs - in fact,
FF did the opposite and drove up costs across the board with its incoherent, illiterate and incompetent policies.
Does that answer you questions in a more helpful manner, pjoz?