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Viktoriia MAKAROVA


Introduction. Ensuring the economic stability of agricultural enterprises in a volatile market is to choose and justify an effective pricing strategy. This scientific problem is closely related to the practical activities of agricultural producers, who need to improve pricing policy, as this process affects the economic results of their economic activities, namely sales and profitability. At the same time, one of the important problems of the theory and practice of agricultural enterprises is the choice of the optimal pricing strategy.

Purpose. The aim of the article is to study the structuring of pricing strategies in strategic areas of management and modeling the process of their optimization in agricultural enterprises in terms of adaptation to market variability.

Methods. In order to achieve the goal of the study, the methods of logical generalization, dialectical, analog and compositional modeling were used.

Results. The practical significance of the study is determined by the ability to use pricing strategies in the practice of agricultural producers and promote their implementation in a volatile market. If companies attach great importance to price factors (the marketing priority of the marketing price in a particular company is high), the key points in choosing the optimal pricing strategy is to establish the ratio of price and non-price competitive approaches. Along with the factor of traditional or unconventional strategic areas of management, including for agricultural enterprises and their innovative dynamism determine the dominant approach to price formation in this area. All these problems are concentrated in the methods used by pricing in strategic areas of management. Based on the results of the implementation of pricing strategies of agricultural enterprises, possible reactions of consumers and competitors were identified. In most cases, when implementing appropriate pricing strategies, consumers are guided by their own needs, effective demand, the location of the agricultural enterprise. Possible reactions of competitors to the introduction of pricing strategies are the implementation of a similar strategy, the implementation of measures to optimize the cost of circulation and differentiation of profit levels, taking into account market factors.

Originality. The scientific novelty of the study is to develop a conceptual model for choosing the optimal pricing strategy for agribusiness enterprises, which involves conducting strategic market analysis based on segment information.

Conclusion. It is proved that for an agricultural enterprise to choose the optimal pricing strategy in terms of adaptation to market variability, it is advisable to use a process model that will include the three main components of the process from collecting the necessary information, conducting strategic market analysis and forming the optimal pricing strategy. The proposed model of the process of choosing the optimal pricing strategy by an agricultural enterprise in terms of adaptation to market variability allows to ensure economic stability and competitiveness of producers in the agricultural market. An effectively formed and implemented pricing strategy will ensure the growth of sales to agricultural enterprises, cost optimization and increase net profit.

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