I agree about Dassault which is why I think Britain is the key to greater Jaguar success even with the French Navy getting on board.
However unit price is often only a medium factor, or only important in that a country selects a capable and thus expensive plane or a less capable and thus less expensive plane, IIUC the Jaguar was pretty cheap to buy and perhaps more importantly cheap to run so can be competitive with US and Soviet planes in that regards.
I'd suggest that one of the biggest selling points of the Jaguar is political. Soviet and US kit comes/came with significant political baggage in the Cold War and in the case of the US quite a few of regulatory hoops with regards to end use monitoring, third party transfer etc. The Jaguar, especially if Britain was pushing it, gives countries that third option to diversify their sources of supply away from the US and Soviets and the attendant political statements about Cold War alignment. The British and French were also first world western powers, the Jaguar has plenty state of the art kit which gives customers the opportunity for significant tech transfer rather than the heavy controlled 'monkey models' that the US and Soviets offered for export during this period.