PRICE STRATEGY OF FEA SUBJECTS IN UKRAINE: FEATURES OF FORMATION AND DEVELOPMENT PROSPECTS

Abstract

The purpose of the article is to study pricing strategies and develop measures to improve the pricing strategy of foreign economic activity on enterprises. Pricing strategy is one of the most important components of the entire enterprise management system, which can affect the main performance indicators of the enterprise. It is a plan for the formation and management of prices in order to remain competitive in the market and achieve the goals and objectives. The implementation of an effective pricing strategy is due to the need to make important pricing decisions in the long run that have an impact on the enterprise. The pricing strategy with a foreign economic orientation becomes especially decisive. In the context of export-import operations, it is important for Ukrainian enterprises, as subjects of foreign economic activity, to plan activities for the long term in order to remain competitive in the foreign market. Foreign economic activity of the enterprise creates the preconditions for its sustainable economic development through the expansion of its activities in international markets and the formation of new sources of income production resources, technologies and modern organization of production. Today in the field of pricing there are many problems that reduce both the efficiency of the economy and the effectiveness of pricing policy enterprises in particular. This necessitates a new approach to formation of the company’s pricing policy and formation of its pricing strategy. The following methods are used in the article: analysis and synthesis, generalization, coefficient and graphical method, comparison method and systematization methods. The result of the study is the formation of ways to solve existing problems in Ukrainian enterprises through introducing the price discounts accumulative system and implementing a combined strategy for the formation of export prices to increase efficiency of the enterprise foreign economic activity. The practical significance of the work lies in the developed measures to address the problems of pricing strategy, which were identified at the enterprises of Ukraine, engaged in foreign economic activity.