Efficient price policy as a factor of success in competition

DOI: 10.31673/2415-8089.2022.011721

Abstract

The article investigates and systematizes pricing factors in accordance with the objectives of the pricing policy of the enterprise under the influence of changes in the competitive environment. It is proposed to define the competitive environment as the conditions for the interaction of economic entities that appear in the socio-economic life of the country, are reflected in the processes of functioning of enterprises, which will help them achieve their goals by any means and methods.
The views of scientists on determining the composition of pricing factors analyzed. Based on the results of the study, proposals a presented on the division of pricing factors into external and internal. The content of pricing factors for domestic enterprises has improved in accordance with the objectives of pricing policy and the impact of changes in the competitive environment.
The internal pricing factors that affect the activities of the enterprise and can be controlled by the management of the enterprise should include: the mission of the enterprise; entire enterprises (current in functional areas and strategic ones); financial expenses; principles of pricing of goods (services); elements of the marketing mix; staff; enterprise image.
The external pricing factors that affect the activities of the enterprise and cannot be controlled by the management of the enterprise include: the monetary system; inflation; state regulation of prices; market conditions; price elasticity of demand; offers of goods (services) on the market; the state of competitors; competitive position of the enterprise; stage of the life cycle of goods (services).
The process of forming the pricing policy of the company carried out subject to the needs of the company and the market situation in the country.

Key words: competitive environment, price, competition, pricing factors, enterprise.

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