Formation of the enterprise's pricing policy. Pricing policy of an enterprise using the example of well-known companies

Price policy companies- the most important part of its general economic policy, ensuring the company’s adaptation to changing economic conditions.

In conditions market economy commercial organizations have a real opportunity to pursue their own economic policies, including pricing.

The company's pricing policy as a means of winning over consumers plays an important role even in highly developed European markets. This is especially true for entrepreneurial activity in Russia in conditions of high dynamism of the emerging domestic market, active penetration of foreign competitors into the market, expanding opportunities for Russian enterprises to enter foreign market, maintaining low effective demand of the country's population.

An analysis of the features of the development of pricing processes during the transition of the Russian economy to market conditions showed that as a result of a decrease in inflation, an increase in the level of competition due to an increase in the volume of imports, and a sharp drop in production and consumer demand, the inflation pricing model was practically forced out. The principles accepted in world practice began to be applied economic relations. This requires that Russian firms choose appropriate forms and methods of organizing business activities, mastering a large arsenal of methods and techniques of market pricing.

Domestic firms are faced with solving the following critical issues in the field of pricing:

• development and efficient use new models of markets and the company’s pricing policy, summarizing modern practice and explaining the motives for the behavior of market counterparties;
• taking into account the impact on prices of all possible consequences the process of internationalization of markets taking place in Europe and actively penetrating the economic space Russian Federation and neighboring countries;
• ensuring a flexible approach to the pricing process depending on changing phases of market development and the nature of the product being sold;
• development of an effective pricing strategy and selection of the most appropriate pricing methods depending on the goals chosen by the company and real market conditions;
• development of pricing tactics taking into account the constantly changing economic environment.

The company's pricing policy includes a system of pricing market strategies.

Pricing Strategies

Pricing Strategies- a reasonable choice of price (or list of prices) from several options, aimed at achieving maximum (standard) profit for the company in the planning period.

The company's pricing strategy is the most important part of its marketing policy. The role and place of the company's pricing in the marketing system are presented in Fig. 4.

Rice. 4. Pricing in the marketing system

Pricing strategic choice— selection of pricing strategies based on an assessment of the company’s business priorities.

Pricing strategic choice— selection of pricing strategies based on an assessment of the company’s business priorities. Each company in market conditions has many options for choosing pricing strategies. The list of possible strategies also depends on several factors. To prevent price abuses directed at weak competitors or uninformed buyers, some countries have enacted laws to regulate firms' pricing strategies. These laws prevent competition between competitors, overt discrimination against certain categories of industrial buyers, or attempts to manipulate any firms. Certain laws exclude certain pricing options. The general motivation behind the laws is that no strategy should reduce competition unless doing so favors buyers.

In the practice of modern pricing, an extensive system of pricing strategies is used. IN general view it is shown in Fig. 5.

Rice. 5. An extensive system of pricing strategies

Taking into account the specifics Russian market domestic economists have created a refined scheme for developing pricing strategies (Fig. 6).

Rice. 6. Basic elements and stages of developing pricing strategies

Generalization and analysis of experience in developing pricing strategies in countries with developed market relations indicate a serious approach to making pricing decisions. Practice shows that a well-formed pricing strategy is one of the components of a company’s commercial success and ensuring its competitiveness. The success and effectiveness of a pricing strategy depend, in particular, on how well the process of its creation is organized from the very beginning.

For developers of a pricing strategy, it is necessary to draw up schemes and corresponding questionnaire tests.

At the first stage of forming a pricing strategy when collecting initial information, work is carried out in five areas:

• cost estimation;
• clarification of the company's financial goals;
• definition potential buyers;
• clarification marketing strategy;
• identification of potential competitors.

1. Cost Estimation includes determining the composition and level of incremental costs when sales volumes change, as well as determining production volumes that can affect the amount of semi-fixed costs.

2. Clarification of the company's financial goals is carried out based on the choice of one of two possible priorities: the minimum profit from the sale of the relevant product (service) or a focus on achieving the highest level of profitability (to maximize the total amount of profit or to make a profit depending on the duration and size of accounts payable).

3. Identification of potential buyers includes identifying factors and assessing the consequences of their influence on the sensitivity of buyers to price levels and predicting the division of buyers into groups (segments).

This work is carried out taking into account the following factors:

• economic value of the product (service) sold;
• difficulty in comparison with analogues;
• the prestige of owning this product;
• budget limitation;
• Possibility of sharing purchase costs.

4. Clarification of marketing strategy necessary for pricing strategy developers, since the choice of pricing solutions is strictly dependent on the marketing strategy chosen by the company.

5. Identifying Potential Competitors includes the collection and analysis of data in the following areas: identifying firms - the main competitors today and in the future; comparing your prices with the prices of competing firms, determining the main goal of competing firms in the field of pricing; finding advantages and weaknesses the activities of competing firms according to relevant indicators (volume of assortment; specific gain in price; reputation among customers; level of product quality).

The second stage of developing a pricing strategy - strategic analysis - is also carried out in five areas:

• the financial analysis;
• segment market analysis;
• competition analysis;
• assessment of external factors;
• role assessment government regulation.

1. The financial analysis carried out in order to develop a company's pricing strategy, includes the following areas: determining the specific and total gain of the company from the production (sales) of goods (services) at the existing price; determining the required growth rate of sales volume in the event of a price reduction in order to increase the overall profit of the company; establishing an acceptable level of reduction in sales in the event of a price increase before the firm's total profit decreases to the existing level; calculation of the required growth rate of sales volume in order to compensate for incremental semi-fixed costs caused by the implementation of the analyzed pricing solution; forecasting the required sales volume in order to compensate for incremental semi-fixed costs caused by the introduction of a product into a new market or the proposed introduction of a new product to the market.

2. Segment analysis market includes forecasting the composition of buyers in different market segments; determining how to draw boundaries between segments so that setting lower prices in one segment does not exclude the possibility of setting higher prices in other segments; developing arguments to avoid accusations of violating the current legislation on protecting the rights of buyers, on preventing monopolistic practices in the case of price discrimination.

3. When competition analysis It is necessary to determine the level of sales and profitability of the company, taking into account the likely reaction of competitors, as well as the ability of the company to increase the assurance of achieving its sales volume and profitability goals by focusing efforts on appropriate market segments where sustainable competitive advantage will be achieved with minimal effort.

4. Assessment of external factors should be carried out in two main directions: the influence of inflationary processes and the influence of prices for raw materials and supplies of supplying companies.

5. When assessing the role of government regulation Research is being conducted to assess the impact of state economic policy on the level of income of the population in target market segments and forecast possible consequences, as well as to assess the impact of government regulation in the field of prices on the price change planned by the company and forecast possible consequences.

At the third stage of creating a pricing strategy, preparation of a draft pricing strategy for the company.

The list of issues that need to be studied when developing a pricing strategy, naturally, can be expanded depending on the company’s industry and form of ownership. Obtaining information on a list of questions allows you to identify the main trends in changes in the external and internal environment of the company, identify positive and negative trends in its development, and evaluate alternative options making decisions based on criteria characterizing the achievement of the company’s goals: profit, profitability, market share, etc.

The process of developing a pricing strategy allows you to combine the efforts of all departments of the company to achieve key goals - ensuring competitiveness and conditions for survival. This is possible with rational use information by the company's services when developing a pricing strategy and justifying pricing decisions. Inattention to certain data at the first stage of developing a pricing strategy can lead to erroneous pricing decisions, reduced profits and even losses. Possible options negative consequences for a company when making pricing decisions based on incomplete information are given in table. 4. Differentiated trade discounts and surcharges can become an effective tactical tool for implementing the chosen pricing strategy. However, their use must be controlled taking into account the level of final prices. This is especially important for companies that have a multi-tier product distribution system.

Table 4. The nature of negative consequences in the case of making pricing decisions based on incomplete information

Send your good work in the knowledge base is simple. Use the form below

Good work to the site">

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Similar documents

Fundamentals of developing pricing policy and pricing strategy for an enterprise. Technical and economic characteristics of the enterprise's activities. Pricing policy as an element of the overall strategy of the enterprise. System and types of prices. Development of the store's pricing policy.

course work, added 02/22/2009


Pricing policy as an element of the overall strategy of the enterprise. Methods of pricing at the enterprise. The role of price in the theory and practice of competition. Study of the highest costs of enterprise. Development of recommendations for improving pricing policy.

course work, added 06/09/2013


Characteristics of the research object. Activities of the enterprise. Scope of activity. Development of pricing policy (price formation) of the enterprise. Features of state regulation. Choosing a pricing strategy. Price list.

course work, added 07/29/2003


Study of the problems of an enterprise's pricing policy, its main forms and methods. Theoretical justification for the company's pricing policy. Study of the main problems of pricing. Recommendations for improving the pricing policy of an enterprise.

course work, added 05/25/2010


general characteristics pricing policy of a travel company. Features of pricing in tourism and analysis of the main factors of pricing. The company's goals as the basis for the formation of pricing policy. Specifics and importance of enterprise pricing strategies.

test, added 08/09/2011


Analysis of the pricing policy formation process commercial enterprise using the example of the trading enterprise "MDM", which sells men's clothing. Description of pricing strategy and pricing methods, marketing analysis activities of the enterprise.

thesis, added 10/16/2010


The concept and objectives of an enterprise's pricing policy. Directions for improving pricing in modern conditions. Formation of prices and implementation of pricing strategy at the enterprise. Three-level analysis of goods according to Kotler, market segmentation.

course work, added 12/21/2013

When developing a pricing policy, it is important not only to determine the price level, but also to formulate a strategic line for the enterprise’s pricing behavior in the market. The pricing strategy serves as the basis for deciding the selling price in any given transaction.

The choice of pricing policy is determined both by the goals of the company and its size, financial condition, market position, intensity of competition. Depending on these factors and their goals, firms apply different types pricing policy.

There are different types of pricing policies in marketing:

Cost-based pricing policy (setting prices by adding target profits to calculated production costs; setting prices with reimbursement of production costs). This is the easiest way to set your price.

This method acceptable only if the price found with its help allows achieving the expected sales volume. This method, however, remains popular for a number of reasons.

First, sellers have a better idea of ​​their own costs than of the amount of demand. By linking prices to costs, sellers make it easier for sellers because this method does not require constant price adjustments in response to changes in demand.

Second, when all companies in an industry use this pricing method, prices are set at approximately the same level and price competition is minimized.

The high price pricing policy, or the “cream skimming” policy, involves selling goods initially at high prices, significantly higher than the production price, and then gradually reducing them. A pricing strategy that involves setting a high initial price for a new product to maximize profits from all market segments willing to pay the required price; provides less sales volume with more income per sale.

The use of this pricing policy is possible for new products, at the introduction stage, when the company first produces an expensive version of the product, and then begins to attract more and more new market segments, offering cheaper and simpler models to customers from various segments.

For a high price pricing policy, the following conditions are necessary:

• - high level current demand from large number consumers;
• - the initial group of consumers purchasing the product is less sensitive to price than subsequent consumers;
• - unattractiveness of a high initial price for competitors;
• - the high price of a product is perceived by buyers as evidence High Quality goods;
• - the relatively low level of costs of small-scale production provides financial benefits for the enterprise.

The advantages of such a pricing policy include:

• - creating an image (image) of a quality product for the buyer as a result of a high initial price, which makes it easier to sell in the future when the price decreases;
• - provision is sufficient big size profits at relatively high costs in the initial period of product release;
• - facilitating changes in price levels, since buyers perceive price reductions more favorably than their increases.

The main disadvantages of this pricing policy are that its implementation is usually limited in time. A high price level encourages competitors to quickly create similar products or their substitutes. Therefore, an important task is to determine the moment when it is necessary to start lowering prices in order to suppress the activity of competitors, stay in the developed market and conquer its new segments.

This type of pricing policy practically prevails in the market. It is actively used when an enterprise takes a monopoly position in the production of a new product. Subsequently, when the market segment becomes saturated, analogous and competing products appear, the company reduces prices.

The pricing policy of low prices, or the policy of “penetration”, “breakthrough” into the market, suggests that the enterprise initially sets a relatively low price for its new product in the hope of attracting a large number of buyers and winning a large market share.

Not all companies start by setting high prices for new products; most turn to market penetration. In order to quickly and deeply penetrate the market, i.e. quickly attract maximum amount buyers and gain a larger market share, they set a relatively low price for the new product. This method ensures a high level of sales, which leads to lower costs, allowing the company to further reduce prices. A company using such prices takes a certain risk, expecting that the growth in sales volume and income will cover the loss of profit due to a decrease in the price per unit of goods. This type of pricing policy is available for large firms with large production volumes, which makes it possible to compensate for temporary losses with the total amount of profit. certain types products and market segments.

An enterprise achieves success in the market, displaces competitors, takes a somewhat monopoly position during the growth stage, and then raises prices for its goods. The following conditions favor the establishment of a low price:

• 1. the market is very price sensitive and low prices contribute to its expansion;
• 2. with an increase in production volume, production and circulation costs are reduced;
• 3. low price is not attractive to existing and potential customers.

Low price pricing is effective in markets with high elasticity of demand, when buyers are sensitive to price changes, so it is practically very difficult to increase prices, because this causes a negative consumer reaction. Therefore, an enterprise, having won a high market share, is recommended not to increase prices, but to leave them at the same low level. The enterprise is ready to reduce income per unit of production in order to obtain a large total profit due to the large volume of sales of low cost products, characteristic of producing goods in large quantities.

The pricing policy of differentiated prices is actively used in the trade practice of enterprises, which establishes a certain scale of possible discounts and allowances to the average price level for different markets, their segments and customers. The differentiated pricing policy provides for seasonal discounts, for quantity, discounts for regular partners, etc.; establishment of different price levels and their ratio for various goods in the general range of manufactured products, as well as for each of their modifications.

Differential pricing takes several forms. Price differentiation by type of consumer means that different categories of consumers pay for the same product or service different prices depending on the financial situation. Losses or shortfalls in profit from selling goods at low prices to less wealthy buyers are compensated by selling them at high prices to buyers whose level of wealth allows this. Museums, for example, give discounts to students and pensioners.

When pricing differentiation by type of goods for various options goods are assigned different prices, but the difference is not based on differences in the level of costs.

Price differentiation by location means that a company charges different prices for the same product in different regions, even if the costs of production and sales in these regions do not differ. For example, theaters charge different prices for different seats based on the preferences of the public.

With price differentiation by time, prices change depending on the season, month, day of the week and even time of day. Prices for utility services provided commercial organizations, vary depending on the time of day, and on weekends it is lower than on weekdays. Telephone companies offer reduced rates during night hours, and resorts offer seasonal discounts.

For differential pricing to be effective, certain conditions must exist:

• - the market must be segmentable, and the segments must differ in level of demand;
• - consumers of the segment that received a lower price should not be able to resell the product to consumers of other segments where the price is higher;
• - in the segment to which the company offers a product at a higher price, there should be no competitors who could sell the same product cheaper;
• - costs associated with segmenting the market and monitoring its condition should not exceed additional profit, obtained due to the difference in prices for goods in different segments;
• - establishing differentiated prices must be legal.

The pricing policy of differentiated prices allows you to “encourage” or “punish” different buyers, stimulate or somewhat restrain the sales of various goods in different markets. Its varieties are pricing policies of preferential and discriminatory prices.

Pricing policy of preferential prices. Preferential prices are the lowest prices; as a rule, they are set below production costs and in this sense may constitute dumping prices. They are established for goods and for buyers in which the selling company has a certain interest. In addition, the policy of preferential prices can be carried out as a temporary measure to stimulate sales.

Discriminatory pricing policy. Discriminatory prices are used in relation to incompetent buyers who are not oriented in the market situation, buyers who are extremely interested in purchasing goods, as well as when pursuing a policy of price cartelization (concluding an agreement on prices between enterprises).

Uniform pricing policy - establishing a single price for all consumers. It is easy to use, convenient, and builds consumer confidence.

The pricing policy of flexible, elastic prices provides for price changes depending on the buyer’s ability to bargain and his purchasing power.

The pricing policy of stable, unchanging prices provides for the sale of goods at constant prices over a long period. Typical for mass sales of homogeneous goods (price of transport, candy, magazines, etc.).

The leader's pricing policy provides either for the enterprise's correlation of its price level with the movement and nature of the prices of the enterprise - the leader in a given market, i.e. If the leader changes the price, the enterprise also makes corresponding changes in the prices of its goods.

The pricing policy of competitive prices is associated with the implementation of an aggressive pricing policy of competing enterprises with a reduction in prices and implies for of this enterprise the possibility of implementing two types of pricing policies in order to strengthen a monopoly position in the market and expand market share, as well as to maintain the rate of profit from sales.

One of important elements The marketing mix is ​​price. Price is an economic category, and pricing is the process of setting prices for goods and services. In market conditions, pricing is influenced by many factors: consumers, government, distribution channel participants, competitors, costs. The practices of specific organizations are decided difficult questions formation of prices for goods and services. There are various types of pricing policies used in marketing, which include: high price pricing policy, or “cream skimming” pricing policy, low price pricing policy or “penetration”, “breakthrough” pricing policy, differentiated pricing pricing policy, preferential pricing policy , pricing policy of discriminatory prices, pricing policy of uniform prices, pricing policy of flexible, elastic prices and pricing policy of competitive prices.

Based on the results of the first chapter, we can conclude:

• 1. Prices are a thin, flexible instrument and at the same time a rather powerful lever for managing the economy. Price formation is based on the addition of production costs (cost), actually incurred by the entrepreneur to produce a particular product (work, service), and the minimum acceptable profit from his point of view.
• 2. Pricing is the process of setting prices for goods and services. There are two main pricing systems: market pricing, operating on the basis of the interaction of supply and demand, and centralized state pricing - the formation of prices by government agencies. At the same time, within the framework of cost pricing, the basis for price formation is production and distribution costs.
• 3. The pricing methodology is the same for all levels of pricing and on its basis a pricing strategy is developed. The basic provisions and rules for pricing should not change depending on who sets them and for what period, and this is a necessary prerequisite for creating unified system prices
• 4. The pricing policy of an enterprise is determined primarily by its own potential, technical base, the presence of sufficient capital, qualified personnel, modern, advanced organization of production, and not just the state of supply and demand in the market. Even the existing demand must be met at a certain time, in the required volume, in a specific place and while ensuring the appropriate quality of goods (services) and prices acceptable to the consumer. The basis of such activities in the field of pricing is determining the purpose and strategic line of development of the enterprise.

The essence of pricing policy is to provide the offered goods and services with the most optimal economic characteristics, which are able to adapt to the continuously changing market situation. Pricing policy is the most important part of the marketing program and provides the company with the following advantages:

1. Does not require additional.
2. Allows you to support other marketing methods for promoting products.
3. Stimulates sales by changing prices.

Stages of developing a pricing policy

Pricing policy is a price formation process that ensures the achievement of the following goals: profit maximization; consolidating market positions and penetrating new segments; creating a company's business reputation.
There are several stages for developing a pricing policy:

1. At the first stage, you should decide on the purpose of the pricing policy. This goal may contain an extensive area of ​​business development or small prospects for the enterprise to reach a new level of sales.
2. The second stage is characterized by internal marketing research. As part of this analysis, an assessment is made of the production capacity of the equipment, labor costs, the cost of raw materials and supplies, the costs of transporting goods and the search for new distribution channels, the costs of marketing activities that stimulate sales, etc.
3. At the third stage, marketing research is carried out on the pricing strategies of competitors, namely, price levels for analogue products, price variations depending on changes in market factors and consumer preferences, flexibility of pricing policies and features of the choice of pricing strategies.
4. The fourth stage is determined by the method by which the retail price of own goods will be determined. The main criterion when choosing a pricing approach is to obtain the maximum possible profit.
5. At the fifth stage, programs are developed to adapt prices to constantly changing market conditions. At this stage, factors influencing consumer demand are analyzed, as a result of which the price needs to be adjusted. These factors include:
   • rising production costs and wages;
   • the need to increase production capacity and attract additional work force;
   • general state economy, trends towards crisis;
   • product quality level;
   • totality functional characteristics goods;
   • availability of analogues on the market;
   • the prestige of the brand under which the product is promoted;
   • income level of potential consumers;
   • stage life cycle goods;
   • dynamics of demand development;
   • type of market.
6. These factors can be combined with each other and supplemented by other conditions. The main difficulty of this stage is that most of these factors cannot be measured quantitatively.
7. The sixth stage is the final one, as it completes the price formation process with the final monetary expression of the value of the product.

The result of the pricing policy is the price, the adequacy and correctness of which must be judged by the consumer. When forming an opinion about the price, the buyer analyzes only the optimal relationship between the consumer value of the product and its monetary value.
Before using one or another pricing policy, one cannot ignore the general retail price level in its daily dynamics. This information can be obtained from statistical directories, catalogs of other enterprises and other sources. Pricing strategies are practical application pricing policy and represent a decision-making regarding bringing to market the best price, aimed at achieving the highest level of demand in conjunction with maximum profit. Pricing strategies are developed within the forecast period of time and have several modifications. Existing pricing strategies can be characterized by the following tasks:

• penetration into a specific market segment;
• consolidation of existing positions;
• maintaining demand;
• extending the product life cycle;
• obtaining the maximum possible profit;
• Creation competitive advantages;
• development of intended market niches;
• formation of consumer demand;
• return on production costs;
• sales promotion, etc.

Types of Pricing Strategies

To solve these problems, the following pricing strategies are used:

1. “Skimming” strategy.
   This strategy is applicable mainly to a new product that has no analogues on the market. This product creates a unique need, which can only be satisfied by its unique properties and features. The retail price for such goods is set significantly higher than the cost price with the expectation of obtaining maximum profit at the first stage of the product life cycle. Later, the price gradually decreases, allowing each category of buyers to purchase a new product, paying for it as much as their financial capabilities allow. The successful implementation of the proposed strategy depends on the level of demand and consumer awareness of the benefits that he will receive after purchasing the product.
2. Market penetration strategy.
   This strategy is mainly used by firms that have recently entered the market. The essence of the strategy is to set the lowest possible prices for goods own production. This approach often leads to some losses and leaves the company without profit. The main goal of this strategy is to attract the attention of consumers to the products of this organization and acquire loyal customers.
3. Differentiated pricing strategy.
   This strategy involves the development of heterogeneous prices for various localities and places of sale of goods. This approach may be due to different amounts of costs that the company incurs when delivering goods to one point or another. Prices developed within the framework of this strategy are proposed to be used in combination with incentive discounts and promotions.
4. Preferential pricing strategy.
   This strategy offers the same product to different categories of consumers at heterogeneous prices. With this approach, one should take into account the level of income and the degree of importance of a group of representatives of a particular target audience for the enterprise.
5. Psychological strategy.
   This strategy implies that the price of the product is not rounded to a whole value, but leaves a few kopecks after the decimal point. This approach allows the consumer to expect change, and also to think that this price was the result of careful calculations.
6. Wholesale pricing strategy.
   This strategy involves reducing prices to encourage one-time purchases of large quantities of goods.
7. Elastic price strategy.
   This strategy takes into account only the purchasing financial capabilities and characteristics of consumer preferences, on the basis of which the price is formed.
8. Prestige pricing strategy.
   This strategy involves setting high prices for goods that have a special level of quality.

An example of pricing strategy formation

As practical example Let us consider the process of forming a pricing policy at company “A”.
Company “A” is an intermediary between the developer of software products on the 1C platform and their end user. Since prices are software are determined by the manufacturer, pricing policy is being developed in terms of determining the cost of contracts for technical support of software products. The process of creating a pricing policy at company “A” can be represented in the following stages:

1. Determining the goals of the pricing policy.
   Taking into account the fact that the demand for service maintenance of software products is growing, and the labor and time resources at company “A” are not enough to satisfy the entire volume of consumer needs, the goal of the pricing policy will be formulated as follows: finding the optimal price for a comprehensive service agreement , ensuring the planned rate of profit and restraining rush demand.
2. Marketing research of internal production capabilities.
   The results of the analysis are presented in Table 1.
   

   Table 1

   Analysis of the production capacity of company "A"

   № p/p	Indicator name	Unit	Quantitative expression
   1.	Labor costs	rub.	100000
   2.	Number of technical support specialists	people	5
   3.	Average time spent per client (including round trip travel)	hour.	2
   4.	Utilities and communication services	rub.	5000
   5.	Settlements with suppliers	rub.	20000
   6.	Business expenses	rub.	10000
   7.	other expenses	rub.	15000

   The monetary data given in Table 1 together constitute the minimum amount that Firm A must receive each month to cover the costs of running the company.
3. Marketing research of competitors' pricing strategies.
   The results of the analysis are shown in Table 2
   

   table 2

   Analysis of competitors' pricing strategies The data provided reflects the prices for technical support contracts that competitors enter into with their consumers.
4. Deciding on the pricing method for your own service contracts and calculating the final price.
   Taking into account the above factors, the price for work under a service contract will be formed on the principle of focusing on greater profits.
   Company A has 80 regular customers. The average price for a service contract is 3,000 rubles. This approach to pricing brings company “A” monthly about 240,000 rubles in revenue. This amount covers costs and leaves a share of profits for business development. But technical support specialists do not have time to satisfy the needs of all clients on time, which is why conflicts periodically arise between company “A” and its consumers.
   To solve this problem, it was decided to increase the price of service contracts by 40% without changing the range of services provided to clients. Now the average price for a service contract is 4,200 rubles. As a result of this action, 15 clients refused to cooperate with company “A”. Now the average monthly revenue is 273,000 rubles, which exceeds the previous figure by 33,000 rubles. Thus, firm "A" received most profits by reducing the time spent servicing clients who are not ready to pay the established cost of service contracts.

The strategies shown reflect general approach To practical value pricing policy. However, when choosing the most optimal strategy, one should focus not only on the tasks assigned to the enterprise. Sometimes other factors play a decisive role in this process. For example, consumer demand for a given product.

The 21st century represents an era where the pricing of an enterprise, its strategy and policy are the foundations of the market, the most important lever economic management company.

It is a polyprocess that consists of a number of interconnected stages.

The main task of marketing and developing the company's pricing policy is independent scheme, created by leading specialists based on the company’s goals and objectives, costs, organizational structure, as well as other external and internal factors.

Typically, when creating this scheme, such issues as the price future of the company, the feasibility of developing a pricing policy, price response to marketing, the market policy of a competitor, the choice of goods for which prices should be changed, and many others are taken into account.

But all this information is already familiar to a person even with little knowledge of economic issues. Are there “shadow places” in such a discipline as pricing strategy in marketing?

Let's understand the goals

The development of a marketing pricing strategy for a company, which will include the formation of the pricing policy (PP) of the enterprise, usually takes place in several stages. At the first stage of the strategy, specialists decide what business goals they are pursuing.

As a rule, there are three of them: maximizing profits, ensuring sales, and maintaining the market.

And finally, at the third stage, employees must study the competitor’s products (the rule “forewarned is forearmed” applies here). Economic experts of a particular company can create customer surveys that would reveal the most objective attitude towards the company itself and its competitors.

We also shouldn’t forget about pricing in marketing. It is necessary to monitor whether product prices should be adjusted.

Let's say that the product of the above company was made from higher quality raw materials than the product of a competitor. In this case, the higher cost strategy will be justified and will not affect demand.

Main CPU types and world strategies

Russian economists identify the following types of enterprise pricing policy and pricing, unique methods of responding to the work of competitors:

All these basic methods and principles of pricing are characteristic of modern Russian companies. It should be noted that in the West these strategies are gradually becoming obsolete.

One of the most popular strategies is "Skimming method". It is beneficial for the leading company because it allows you to get maximum profit in a short time.

The company’s goods are literally “thrown in” at a very low price (dumped), and only over time returns to the standard price. The principles of this strategy are reducing costs for research and development work, as well as skillful pricing.

Another interesting pricing policy in the marketing system is “Implementation”. This strategy allows you to throw a large amount of goods onto the market, and competitors will not have time to react at this time. The company will be able to capture short terms huge market share.

The most poorly studied remains neutral strategy, which comes from the formula P = Z + A + C, where Z is production costs; A - administrative implementation costs; C- average rate market or industry profits.

And finally, the pricing policy of the organization also implies moving price strategy, which involves establishing the cost of a product in direct proportion to the balance of supply and demand. This strategy is usually applied to consumer products.

Exchange rate in various market models

An organization's pricing policy is a lever for marketing efficiency and the pricing behavior of an enterprise in the market. In many ways, she is dependent on.

At the moment, there are 4 structural types, which are characterized by unique strategic pricing conditions and industry prices for each specific enterprise:

• free competitive market
• monopolistic
• oligopolistic
• pure monopoly market.

In order for the analysis of an enterprise’s pricing policy to be of the highest quality, it will be necessary to find out what is typical in terms of pricing for all these types of markets.

The cornerstone of any is the strategy of calculating the initial market price. The first step is to set the objectives of pricing activities, then the costs are calculated taking into account all costs.

Economists of the enterprise will have to determine whether there is a balance in the ratio of supply and demand for the goods of the specified company. Next, you should begin researching the products, marketing strategies and prices of competing firms (this can be verified using anonymous public opinion polls).

Pricing policy in the marketing system implies a quick response of prices to any market changes. All that remains is to choose a pricing strategy or method that will allow you to beat competitors in the market and set the final price of the product, which will be equal to the market price, higher or lower than it.

Small conclusion

The principles of pricing, its methods, fundamentals and strategies are the interaction of two components of the main economic balance - supply and demand. Price is one of the main “cogs” of an enterprise’s correct pricing strategy, a method that allows increasing production efficiency.

Prices for products can be free, market prices, which do not depend on the state and are established by the market competition mechanism. But in marketing there are two more types of dependent prices - regulated and fixed. Also, prices can be divided into regional, zone and unified depending on the location of the enterprise. The pricing policy of an enterprise may have different character- wholesale, retail, purchasing.

The organization's pricing policy itself is a complex process in which it is necessary to set the tasks and goals of the central authority, strategic operations, the method of competitive response, as well as assessing production costs, competitors' prices and demand, and analyzing pricing methods.

If someone asks you where prices come from, you can show them this video: