Let's call the price before the VAT "x".
Then x plus that 20% VAT totals 14400.
The VAT is calculated as 20% of the original price, so 20% of x or 0.20x.
This gives us x + 0.20x = 14400.
Simplifying, we get 1.2x = 14400.
Dividing by 1.2 on both sides, we get x = 14400/1.2 = 12000.