Please use this identifier to cite or link to this item:
Title: Assortment portfolio price positioning of a transnational corporation in the Ukrainian market
Authors: Смерічевський, Сергій Францович
Smerichevskyi, Serhii Frantsovych
Князєва, Тетяна В'ячеславівна
Kniazieva, Tetiana Viacheslavivna
Смерічевська, Світлана Василівна
Smerichevska, Svitlana Vasylivna
Шевченко, Анна Валеріївна
Shevchenko, Anna Valeriivna
Keywords: transnational corporation
Ukrainian market
Issue Date: 2019
Publisher: EDP Sciences
Citation: S. Smerichevskyi, T. Kniazieva, S. Smerichevska, A. Shevchenko. Assortment portfolio price positioning of a transnational corporation in the Ukrainian market.// SHS Web of Conferences, 2019, Vol.67, 06048 p.
Abstract: The paper deals with the critical stages of the evolution of theoretical approaches to the positioning strategies content. On this basis, the key approaches to the market positioning processes management formulated. The correlation between the concept of creating consumer value and the price positioning strategy proved. The algorithm of the process of forming and implementing the strategy of assortment portfolio price positioning of a transnational corporation on the Ukrainian market proposed.
Description: The development of management strategies under different market conditions and the choice of optimal positioning methods, including a wide range of producing products price positions, is an essential and complicated task for the companies’ management under current unstable market conditions, with a decrease in people's consumer activity. The search for sound management decisions is complicated due to many factors of the internal and external environment and requires a fully justified algorithm of actions. The management process is a whole series of interconnected analytical procedures and decisions that allow the company to move consistently towards achieving its intended strategic goal. These procedures and decisions are also typical for the process of price positioning formation, the importance of which is exceptionally high, given the fact that the price as a monetary category concentrates the expectations of financial results on which the company focused. In this respect, pricing becomes the basis of all other product management decisions.
DOI: 10.1051/shsconf /20196706048
Appears in Collections:Наукові матеріали кафедри маркетингу

Files in This Item:
File Description SizeFormat 
shsconf_NTI-UkrSURT2019_06048.pdf1.37 MBAdobe PDFView/Open

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.