FORMATION OF THE COMPANY'S PRICING STRATEGY

Abstract

The main objective of this article is to substantiate the theoretical and methodological foundations for the development of a pricing strategy for enterprises, taking into account market conditions, competitive dynamics, and internal organizational capabilities. The study emphasizes the importance of a systematic approach to pricing strategy formation, which involves aligning pricing policies with the enterprise's overall business strategy to ensure sustainable competitiveness and profitability. The article identifies key factors influencing pricing decisions, including market demand, cost structures, competitor behavior, and the value proposition offered to customers. Special attention is given to the role of pricing as a strategic tool for achieving long-term business objectives, such as market share growth, brand positioning, and customer loyalty enhancement. Through a comprehensive literature review and analysis of contemporary pricing models, the study examines various methodological approaches to developing pricing strategies. These approaches are critically analyzed to identify their applicability under different market conditions and organizational contexts. The research highlights the significance of incorporating advanced analytical techniques, such as price elasticity modeling and value-based pricing, into the strategy formulation process. Furthermore, the article explores the challenges faced by enterprises in implementing effective pricing strategies, such as adapting to rapidly changing market environments, addressing customer price sensitivity, and maintaining financial stability. Practical recommendations are proposed to address these challenges, including the integration of dynamic pricing tools, regular market analysis, and the use of digital technologies to enhance pricing accuracy and flexibility. The findings of this study contribute to the theoretical and practical understanding of pricing strategy formation by providing a structured framework that can be adapted to various industries and market scenarios. This framework serves as a guide for managers and decision-makers to develop and implement pricing strategies that align with their enterprise’s strategic goals, ensuring optimal financial and competitive performance.