Integrativni pristup savremenim strategijama formiranja cena

Abstract

U radu je prezentiran integrativni pristup savremenim strategijama cena Uslovi kompleksnog i dinamičkog okruženja i intenzivne konkurencije podrazumevaju holizam u stavovima menadžera prilikom razmatranja mogućih strategija formiranja cena novih proizvoda i usluga ili strategija modifikovanja postojećih cena. Fokus je na samoj multidimenzionalnosti problematike cena i na izboru adekvatne strategijske alternative za određivanje cena proizvoda ili usluga konkretnog preduzeća. Menadžeri moraju uzeti u obzir promene u nivou i strukturi troškova preduzeća, u kvalitetu i ostalim faktorima konkurentnosti, kao i eksterne promene vezane za tržišnu strukturu, stepen proizvodne diferencijacije, nivo tražnje, aktivnosti konkurenata, životni ciklus delatnosti, svesnost o cenama, stavove kupaca njihovu percepciju prestiža i njihov životni stil. Suština je u svojevrsnom integrisanju svih ovih faktora kod selekcije jedne od analiziranih strategija cena i uticaju uspešno realizovane strategije na povećanje konkurentnost i profitabilnosti preduzeća.

The paper presents an integrative approach to the contemporary pricing strategies. The conditions of a complex and dynamic environment and intensive competition imply managers' holistic approach considering possible pricing strategies for new products and services or strategies for existing prices modification. The focus is on both the multidimensionality of price issue and on the selection of an adequate strategic alternative for product or service pricing. Managers should bear in mind changes in level and structure of firm costs, in quality and other factors of competitiveness, as well as external changes, concerning the market structure, production differentiation, demand level, competitors activities, stages in life cycle of the industry, price awareness, customers' attitude, their perception of prestige and their life style. The integration of all these factors regarding the selection of one of the analyzed pricing strategies, as well as the impact of successfully implemented pricing strategy on enterprise competitiveness and profitability increase, are crucial.