РОЛЬ ЦІНОВОЇ СТРАТЕГІЇ В РОЗВИТКУ ПІДПРИЄМСТВ ПИВНОЇ ГАЛУЗІ

Abstract

Introduction. Within the article, the importance of the pricing strategy in market economy is proved. Trends in the pricing strategy in the beer industry are revealed. The main problems affecting the beer industry development in Ukraine are substantiated. The research has a theoretical and cognitive nature and contains an analytical part. Practical principles of using the proposed general pricing strategy are demonstrated on the example of Obolon PrJSC. Financial statements of Obolon PrJSC for 2016-2020 were used as official data. The purpose of the article is to study the role of the pricing strategy in the beer companies’ development and develop proposals to improve their efficiency. In accordance with the set goal, the following tasks were solved: peculiarities of the pricing strategy of beer industry enterprises were studied, and its role was determined; proposals to increase their efficiency were developed; economic substantiation of the offered directions on the example of Obolon PrJSC was carried out. Materials and methods. Within the research, critical analysis of thematic literature; similar and comparative analysis to identify the features of the pricing strategy of the beer industry; deductive and inductive reasoning by developing the proposals to improve the effectiveness of the pricing strategy; meta-analysis and comparative analysis in economic justification of the measures to improve the pricing strategy of enterprises are used by the author. Results and discussion. A scientific and methodological approach to the development of the overall pricing strategy of beer industry enterprises is offered, which includes a sequence of stages of the pricing strategy implementation with the definition of its main components and important tactical factors. The project on the production of a composite paper bottle is developed, and the economic effect from its production on the example of the definite enterprise is calculated. It is proved that its introduction will allow the company to strengthen its leading position in the domestic market and enter new markets, reduce the negative impact on the environment and extend the range of its customers. The economic effect of the introduction of the system of return of deposit containers (return of empty containers for a small amount of money) is proposed and calculated, which allows on the one hand to reduce its costs and on the other – increase consumer responsibility for proper handling of empty containers and earn extra income. Conclusions. The pricing policy of the beer industry is characterized by the following features: formation of a pricing strategy depending on the principles, general goals, and objectives of the enterprise development for a certain period; considering the peculiarities of pricing of different sales channels; gradual expansion of the product range depending on the consumers’ needs; orientation of the enterprise management on conducting an active pricing policy. During the research, a general pricing strategy was developed, which determines all possible pricing strategies and pricing tactics for beer industry enterprises. Tactical measures to increase the efficiency of the pricing strategy are proposed: change in the utilization technology of by-products; development of containers from paper raw materials; introduction of the deposit container return system.