Abstract
At the present stage of development, the confectionery market of Ukraine has changed significantly compared to previous years (market conditions, fluctuated position of market leaders, as well as preferences and approaches to the choice of sweets buyers).The relevance of the chosen research topic is confirmed by the usage of marketing approach that pricing allows to adapt the production and sale of goods to environmental conditions and increase the efficiency of the enterprise. The purpose of the article is to study the pricing process, the choice of price formation method and substantiation of the marketing pricing strategy in the confectionery market of Ukraine. The results of activity and market shares of the largest Ukrainian confectionery producers are analyzed. It is established that in the confectionery market there are four largest companies – Roshen, PJSC «HBF», AVK, «KONTI», whose market shares are respectively – 28,73%, 7,92%, 7,6%, 4,29%. The factors influencing the level of elasticity of demand are given. Possible elements of price risk that may arise when setting the price of products of domestic enterprises, as well as the main reasons for their occurrence are identified. The choice of enterprises – confectionery manufacturers in the formation of marketing pricing strategy is analyzed. Recommendations on the expediency of applying the method of pricing with a focus on competition, as well as proposals to improve the efficiency of domestic enterprises in the confectionery market of Ukraine. The study concluded that companies – confectionery manufacturers – are advisable to use a strategy of differentiated prices. The use of this strategy is associated with the production of different classes of consumption, which guarantees the success of enterprises in all markets. In addition, special attention is paid to the level of competence of the company’s management staff, increasing the level of which will increase market share and sales due to, as well as timely response to changes in consumption, changing consumer preferences, which will improve efficiency.
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