АНАЛІЗ МАРКЕТИНГОВИХ ЦІНОВИХ СТРАТЕГІЙ ПІДПРИЄМСТВ

Abstract

Pricing strategy acts as an intermediary between the consumer and the producer. Therefore, its formation is of great importance and belongs to the key section of marketing. Businesses do not always have a broad enough theoretical knowledge to comprehensively formulate their pricing strategy, but there is already a great variety of them. There is a need to group pricing strategies by key features for easy formation of the company's own pricing strategy based on the analysis of these features. The choice of pricing strategy depends on many factors. Pricing strategy should be an effective tool of competition, so it must be optimally combined with other strategies. It is proposed to analyze the most optimal pricing strategy, using their grouping into four groups: commodity, behavioral, target and price. Forming a pricing strategy for a particular company, it is advisable to select tools based on a step-by-step analysis of each of the proposed four groups: product analysis; goal analysis; analysis of the behavior of the business entity; analysis of price characteristics. At the first stage it is necessary to study in detail the product itself (new, modernized, traditional) and its quality (high, medium, low). Some recommendations for the choice of tools are offered, taking into account the possible consequences. In the second stage, it is advisable to compare their own strategic development goals with the existing and desired level of demand. The management of the entity should conduct a comprehensive market research. The third stage involves the analysis of the behavior of the entity: both existing and desired (market positioning). The fourth stage involves the analysis of the price by type, volume, dynamics, cost recovery. Some tools in this group of strategies are relatively unfair to the consumer. Before the final implementation of the formed pricing strategy it is necessary to consider the influence of environmental factors. The directions of optimization of the price strategy are outlined: interaction of pricing with other strategies, constant adjustment of the strategy under the influence of competition and demand, modeling, focus on foreign practice and the correct choice of methods of price regulation.