STRATEGIC APPROACHES TO THE FORMATION AND MANAGEMENT OF THE PRICE POLICY OF THE ENTERPRISE IN THE CONDITIONS OF MARKET COMPETITION

Abstract

Introduction. In the context of increasing market competition, globalization, and the instability of the external environment, enterprises must focus on the effectiveness of their pricing policy. Changes in demand, competitive conditions, and consumer habits require a shift from traditional to more flexible and strategically oriented decisions. Pricing policy is a key element of strategic management that directly influences an enterprise's competitiveness, profitability, and market positioning. Therefore, its formulation requires a comprehensive approach that takes into account both internal and external factors. This increases the relevance of applying strategic approaches to pricing.

Purpose. The purpose of this article is to examine strategic approaches to the formation and management of enterprise pricing policy in the context of market competition, develop an author’s approach, and identify directions for its improvement, considering both internal and external factors.

Research Methods. To achieve the goal of the work, methods of theoretical generalization, comparative analysis, systems approach, and structural-logical modeling have been used. Theoretical generalization allows for the analysis of approaches to strategic management, comparative analysis helps to compare different strategies, the systems approach evaluates the interaction of internal and external factors, and structural-logical modeling substantiates the author's approach to integrating strategic management with competitive strategies.

Results. The article justifies the need for transitioning to strategic management of enterprise pricing policy based on the integration of cost, market, and value-based approaches. An adaptive-value model of regulatory type is proposed, which ensures the formation of balanced pricing decisions through the synchronized interaction of key regulators and consideration of market dynamics. It is expected that the implementation of this approach will lead to a 10–15% increase in pricing accuracy, a 7–12% growth in profitability, a 5–10% increase in market share, and enhanced enterprise adaptability to changes in the external environment.

Discussion. Further research should be directed at the development of econometric models for evaluating the effectiveness of the proposed approach, as well as its implementation in the operations of enterprises from various industries. A promising direction is the integration of digital analytical tools into the process of managing pricing policy, which will improve the justification and timeliness of pricing decisions.