DEVELOPMENT OF THE COMPLEX SYSTEM OF EVALUATION OF THE PRICE POLICY OF THE RETAIL TRADE ENTERPRISE

Анотація

 ЕКОНОМІКА ТА УПРАВЛІННЯ ПІДПРИЄМСТВАМИThe article elaborates a comprehensive system for evaluating the efficiency of the retailer's pricing policy.The authors supplemented the multicriteria model because the system of indicators of price policy efficiency does not fully reveal the essence of all criteria, such as the criterion of stable sufficiency, which is supplemented by the coefficient of financial stability, profitability criterion and competitiveness.It has been established that the evaluation of the effectiveness of a retail policy (RTA) by a retailer should be made in the context of certain criteria that meet its main objectives and based on certain indicators integrated into the system.Therefore, the criteria must meet the selected objectives of the pricing policy aimed at: 1. Minimizing the retail price -meets the criterion "Coverage"; 2. Retail price stabilization -the criterion of "Stable Sufficiency"; 3. Increasing the profitability of sales -the criterion of "Profitability"; 4. Increasing competitiveness -the criterion "Competitiveness".Separate different criteria are identified, each of which corresponds to its own system of indicators, and it is proposed to evaluate the effectiveness of pricing policy on all criteria in the complex.The choice of these indicators to evaluate the effectiveness of the pricing policy of the enterprises of the industry due to the fact that they: meet the three interrelated pricing goals, which allows for comprehensive performance; are highly dependent on the price and sensitive to its dynamics; are the most general indicators, which concentrate the results of all aspects of the activity of enterprises and, accordingly, the manifestation of the price, which is cross-cutting; are interconnected and interdependent; are influenced and characterized by the manifestation of the internal and external components of pricing policy in their relationship.It is proved that each criterion of price policy effectiveness of a trading enterprise is answered by its system of interrelated indicators, by the level and dynamics of which it is possible to evaluate the effectiveness of price policy conducted by a single enterprise.

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