Assortment portfolio price positioning of a transnational corporation in the Ukrainian market
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Date
2019
Journal Title
Journal ISSN
Volume Title
Publisher
EDP Sciences
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.
Keywords
transnational corporation, Ukrainian market, assortment, price
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.