Management of enterprise price politics

The subject of the study is the theoretical and methodological foundations of organizational and economic approaches to the processes of managing the company’s price policy.
The purpose of the study is a comprehensive theoretical and practical substantiation of the essence of the process of managing the enterprise’s price policy and the functional assignment of the price, to carry out an analysis of the processes of formation and use of prices in the enterprise, and to justify measures to increase the effectiveness of the management of the price policy.
Research methods. The article uses general scientific and special research methods, while processing and analyzing information traditional methods and techniques of economic analysis and planning and forecasting (graphic, tabular, comparison, index, vertical, horizontal, coefficient methods, etc.) were used.
Results of work. The article highlights the essence of the content and characteristics of the enterprise’s price policy management process. In the process of establishing market relations in Ukraine, issues related to the management of the company’s price policy are of important practical importance. Based on this, the issue of researching the financial foundations of managing the enterprise’s price policy and stabilizing the enterprise’s activity is important to ensure its further work. The authors provide a description of the process of managing the enterprise’s price policy, the author’s view on the need to increase its importance in the effective operation of the enterprise is presented.Thus, it can be argued that the process of forming the company’s price policy is very complex and multifaceted and requires, first of all, the necessary control over the implementation of the company’s price strategy and consideration of all factors that can influence the implementation of this process.
Field of application of results. Economics and management of the national economy at the macroeconomic and microeconomic levels, enterprise finance, financial management, management.
Conclusions. 1. Ensuring the interrelationship of the enterprise’s price policy with the general strategy of trade management and priority directions for the development of trade turnover. The price policy should be considered as the most important component of the strategy of the development of a trade enterprise at certain stages of its implementation, and its tasks should correspond to the priority directions of the development of trade turnover.
2. Taking into account the state of the consumer market and the properties of the selected market niche. Such a relationship allows taking into account the conditions of price formation (and, accordingly, trade allowances) in the relevant segments of the consumer market, the nature of price requirements of individual categories of retail buyers.
3. Taking into account the cost capacity of the sale of goods and its differentiation depending on the place of sale of goods, the level of trade service and other factors. Taking into account the cost–capacity factor allows to ensure the receipt of income not lower than the minimum level and, accordingly, the break–even of the enterprise as a whole.
4. Implementation of an active price policy on the market. Active forms of this policy are determined by such factors as the independence of setting the size of retail prices and trade allowances, the differentiation of approaches to the formation of the levels of trade allowances for separate groups of goods, and others. The implementation of an active price policy ensures a clearly defined price positioning of the enterprise on the consumer market.
5. Ensuring the flexibility and dynamics of the price policy. Flexibility and dynamism is provided by the speed of response of the developed price policy to changes in the internal conditions of the enterprise’s development and external environmental factors, i.e. by timely revision of its individual parameters depending on changes in the consumer market, the stage of the enterprise’s life cycle, and changes in business conditions.
6. In its activity, the enterprise uses a policy of stable prices, since it trades in food products, which are goods in mass demand. There is a constant demand for food products, in particular, products, so the company does not use any special pricing strategies, but simply from time to time provides discounts when buying goods for a large amount and pre–holiday or seasonal discounts. It is with such simple marketing measures that the company tries to improve its management of the price policy.