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Transcript
L.S . Tatyanych PRINCIPLES EFFECTIVE PRICING POLICY ENTERPRISES Summary. At this article an essence, principles objectives and decisions are shown which need to be guided in process of enterprise pricing policies. The author concentrates the attention on the analysis of theoretic methodological grounds of the formation of price policy on the enterprise based on marketing approach usage. The researcher gives grounds to the objective necessity to apply complex analysis of the enterprise activity and take into account existing tendencies of the world experience concerning the research of the conditions and factors influencing price policy formation. Key words: pricing, market economy, pricing analysis, profit. Problem. In a competitive market set priorities for technical, trade, communication, marketing and other enterprise policy. Proper assessment of market conditions and opportunities the company provides the final determination of market prices, in turn, is a powerful tool for the operation and development of the company. The development of Ukraine's economy is characterized by increased competition among competitors' prices, control prices and so on. That is why pricing policy according to zahalnoshvalenyh principles (which are the basic provisions, rules and approaches to this complex process) and targets businesses in virtually all industries. Therefore, the main prerequisites for the formation of an effective pricing policy in a market economy is a focus on consumers and their ability to pay, taking into account the competitiveness of both the Company and its competitors, integrated and continuous study of factors that affect pricing, monitoring, and applying optimal methodology for determining prices are essential components of every successful company that seeks to develop and receive appropriate income. Inconsistency existing theoretical and methodological tools pricing policy needs practice on the necessity for its improvement. Analysis of research and publications. The theoretical and practical aspects of pricing problems of improvement of exercise price risk management process subject of many scientific studies. So the features of pricing policies in enterprises studied by many scientists, including: L.Shkvarchuk, S. Dugin A. Naumchyk A. Voloshenko, A. Pokatayeva, O.Varchenko, B. Paskhaver, O.Livinskyy, V. Kitlyarenko, N. Bad weather, S.Bezkorovayna and many others. Market public price always fluctuates around the price of production, reflects the level of necessary labor costs, and its value is based on categories such as demand, cost, commodity-money circulation. However, a number of tasks methodological support pricing strategy on consumer goods in a competitive environment not fully developed, require clarification and development in the current economic conditions. These issues, include: ensuring that the overall pricing strategy and competitive strategy of the company, relationship pricing strategy and competitive advantages, taking into account in pricing the risks and effects of inflation, the organization of information support and others. The article is to determine the nature of pricing policy, its main trends, conditions and factors of marketing through the use of an approach based on objective need for a comprehensive analysis of the company and current trends of international experience. To do this: clarify the role of pricing in the sale of products (goods and services); The model pricing policies of enterprises in market conditions; define the legal basis pricing policy in Ukraine; justify the need for the introduction of strategic decisions on pricing. Statement of the basic material. In modern conditions in Ukraine to achieve enterprise competitiveness was necessary to introduce a comprehensive effective pricing management in enterprises. Organization of effective management of pricing enterprises complex formation requires appropriate systems to ensure implementation of its functions. This process requires not only the costs of different resources, but also develop methodological bases onwhich it should take place. The main methodological issues are determining the list of systems for pricing management in enterprises and the basic principles of their formation. Today, enterprises and public and private sector pricing issues are taken on the basis of their own costs and prices of competitors. But this is not enough, because it is important in determining the domestic prices [1] proanalizuvaty all factors of the company, and external, and Nowadays it is already impossible to use old regulatory approaches to pricing. Not formed and new conditions for the use of market methods of pricing. That is why we face the challenge of adapting methods of determining market prices to the economy. Problems pricing due to several reasons, chief among which is a violation of relationships between system development and product markets and the absence of perfect amount of information every product today is not the only market. Large companies are developing and creating production assortment of products with options for different tastes. This method of diversification is called "horizontal", but there is a "vertical", which describes three levels of quality [2]. Expanding binding offer goods and complicates pricing. The interdependence of markets affect pricing. If markets can be divided, pricing may be relatively simple. Then each market may have a price. Earlier international pricing was mostly simple, each country can set prices pursuing their interests. Today the global market developing "parallel" markets and reduced incomes major manufacturers. Pricing is complicated by the presence or absence information. The requested information is not always easy to get, but modern technology can quickly distribute pricing information worldwide. Buyers every year are becoming more informed and demanding. Impossible is offer the same product at different prices, so apply differentiated prices. By setting the price of goods, the manufacturer should have as much reliable information. Only under this condition can move on to setting prices. The analysis of the information received will make a correct pricing decision [3]. Information on prices must be systemic (Figure 1) comprehensive data about competitors, competing products, the production and expenditure, the ratio between the earnings from the sale of product and profit, government policy in the field of business, tax policy. One reason for the complexity is the presence of severe pricing competition. Some firms use in their activities innovations, others are working on the principle of imitation "[4]. Therefore, we must be able to realistically assess their position in relation to the goods of competitors. Depends on whether actually set a higher price for the goods, or vice versa - to bet on lower prices. Analyzing the price information, you can minimize unpredictable situations in pricing. It is not always easy to determine the costs taken into account in the prices, although this issue is in the competence of the enterprise. The upper level of the goods is determined by demand for it, and determine the minimum size of its total costs of production. It must be remembered, if the firm lowers prices. You may be a real threat of losses as a result of pricing below cost. Do not often view prices this is not an indicator of effective price policy [5]. Equally challenging is the concept associated with the study and assessment of demand response customers to price changes. Any changes in the economy affecting prices. You must be able to respond to these changes. Changing prices, each firm must carefully examine the likely response of consumers and competitors, as well as the reaction of suppliers, distributors and government agencies. If competitors change prices, it is important to understand their intentions and the likely duration of innovations [6]. When assessing price risk must proceed with its ymovirnostnoyi characteristics, which need to justify the use of the theory of probability and mathematical statistics. Primarily meant the functioning of any market - pricing mechanism, in which the interaction and mutual influence pricing policies of companies participating in a particular market [7]. Through grounded from a theoretical point of view and provided methodological process of pricing policy of the company is a reliable tool in the realization of their market strategy, on the other hand - a powerful lever control its activities. Pricing information support of the company can be defined as a system of data collection and processing, which allows to analyze the impact factors of pricing policies and price to make an informed decision. Objectives pricing policies are divided into three groups: goals, focused on marketing; goals, profit-oriented; goals, focused on the current situation. There are pricing methods: cost method; focus on demand; focus on price competition, pricing based on the real value of the goods and values felt (based on the perception of the consumer product or its actual value); pricing for sales promotion; pricing targeted at international markets; combined method of pricing; method of pricing based on a target rate of return; mathematical modeling; parametric method [3]. The main terms of market pricing are: the formation of state legal framework that ensures a functioning market economy; economic independence of market entities; establish relationships between market entities on a commercial basis; of legal provisions for economic regulation; sufficient freedom of pricing, availability of competition. There are such kinds of market pricing: pricing, which is under the direct control of the state or municipal by means of fixing prices, limiting their restrictions, subsidies, etc .; Pricing conditions monopolization of the market (in the form of monopolies or oligopolies), hence the adoption of one of the parties of certain compulsory conditions; contractual and contractual pricing that involves the seller and the buyer defined obligations; free pricing, in which the activity of both parties not limited obligations of [3; 4]. The role of price in relation to other elements of the marketing mix is determined by the following factors: the structure of the market; purpose of the enterprise; assortment of goods sold; level price sensitivity of consumers; competition; the nature of demand; the possibility of market segmentation; the scope and specifics of the enterprise; the degree of product differentiation; market conditions. Marketing research pricing factors in the formation of price policy shall be financed in the following areas: identification of factors affecting the price decision-making; Grouping factors of pricing, definition of internal and external factors; assessment of the nature and degree of influence of the main external and internal factors of pricing; Rankings external and internal factors of importance in the decision-making prices; the importance of determining the level of pricing factors at each stage of the pricing policy of the company; analysis of the dynamics of pricing factors; mutual evaluation factors of pricing. Comprehensive analysis of consumer price sensitivity appropriate to carry out the following stages: analysis of the factors that cause general changes in demand; preparation of an information base analysis of demand; studies of price elasticity of demand (by analyzing factors of price elasticity of demand); assessment of crosselasticity of demand; study the factors of price sensitivity of consumers; analysis of the impact of price elasticity of demand for sales volume of the company; assessment of sensitivity of buyers to price-based research system of value orientations of consumers. The importance of the decisions related to pricing policies can prove this: - Price is assigned directly determines the level of demand and therefore sales; - The sale price immediately determines the profitability of all activities, and, for a small change is able to greatly affect profitability; - Selling price affects the general perception of the product or brand and contributes in positioning the brand in the eyes of potential customers. Price inextricably linked with the concept of quality and is part of the brand image; - The price is a convenient base for comparison of competing products or brands; - The price should be laid down spending on advertising and promotion on packaging that reinforces the positioning of goods. In practice, now can be used such known types of pricing policy: 1) penetration - characterized by relatively low prices, making it possible penetration of the company into new markets, creating sufficient demand; 2) "removal cream" - used on goods that belong to the category of fashion novelties. It is characterized by maximum high prices during the market launch of the new product; 3) prestigious price - high commodity prices really high quality; 4) traditional pricing - is to focus on those traditions that exist on the market prices for a particular product; 5) price differentiation - is selling the same product to different customers at different prices; 6) consecutive passing on market segments - used as a saturation segment dannym goods; 7) policies elastic (flexible) prices - the company provides quick response to changing relations of demand and offerings in the market; 8) price stability - typically used for the goods of mass demand when prices have remained stable for a long time; 9) gradual decline in prices - is characterized by relatively high prices at the time to market for new products, and the transition to the stage of its growth - a gradual decline in prices; 10) survival - the main aim is to stay in business, but because the goods are sold at low prices or even at a loss. The main thing - wait until the situation changes for the better [4, p. 172]. Pricing policy of the enterprise may focus on cost, product features, demand segments and con kurentiv, which means that the price should be used as a means to adapt product to market conditions. A systematic study of price competition will solve a number of practical problems: adequately assess the positive and negative aspects of the pricing process; determine the priority objectives of pricing policy; respond quickly to price changes competitors; strengthen the position of the company within the selected price strategy; form a favorable image of the enterprise market. Monitoring prices of competitors made the following stages: identifying actual and potential competitors; study goals of the competition; analysis of the consequences that pricing decisions are determined by the competitors; estimate the price elasticity of demand for the products of competitors; mutual research competitors' prices; analysis of possible ways of changing prices of competitors on the basis of assessment of income elasticity of demand; assessment of value for money of competitors; study of price competition in terms of product groups; study the reaction of competitors to changes in market prices; Analysis of pricing for new products competitors Conclusion. Thus, the formation of price policy must take into account the peculiarities of a strategic approach to pricing. A clear definition of the relativity of being price strategy enables appropriate to divide its functions with pricing tactics in the system of pricing policies in order to obtain the planned profit margins and more effectively influence the sales in a competitive market. This should take into account the specifics of the company long-term permanent changes in conditions con ".ktury market. First of all, it should be based on the principles recommended by the pricing policy, then decide what goals the company is trying to achieve with a particular product and what clearer idea of them the easier set price. In addition, it is important to accompany this whole process grounded timely management decisions and ensure control over their execution as well as the implementation of pricing policies. The problems that remain unresolved and require further theoretical development: study of pricing methods with a focus on matching demand and prices of other elements of the marketing mix, the development of monitoring competitors' prices and price adjustment system as a necessary condition to make informed decisions on price undertaking. Literature: 1. Баліцька В. Доходи та рентабельність діяльності підприємств України: макроекономічна оцінка / В. Баліцька // Формування ринкових відносин в Україні. – 2008. - № 9. – с. 62-63.Васильева Н.3., Козлова Л.И. Формирование цены в рыночных условиях. – М: АО“Бизнес-школа“Интел- Синтез”. –1995. – 62 с. 2. Богданов О.В. Практичний посібник для директора малого підприємства: [навч. посіб. для студ. вищ. навч. закл.] / О. В. Богданов, В. А. Романова ; Європ. ун-т, Херсон. філ., Херсон. держ. морський ін-т. - Херсон : ХМД, 2010.-200с:табл 3. Журавель Г.П. Облікова політика підприємства в ринкових умовах: навч. посіб. для студ. вищ. навч. закл. / Г. П. Журавель, В. Б. Клевець, П. Я. Хомин ; за ред. П. Я. Хомина ; М-во освіти і науки України. - К. : Професіонал, 2009. - 319 с. : рис., табл. 4. Якимова А.М. Вітчизняний та зарубіжний досвід обліку податку на прибуток / А.М.Якимова // Бухгалтерський облік, аналіз та аудит. – 2012. – № 3. – С. 211-216.