TOOLS FOR MANAGING THE PRICE COMPETITIVENESS OF AGRICULTURAL ENTERPRISES’ PRODUCTS: MODERN APPROACHES AND PRACTICAL ASPECTS

Abstract

A set of resources, methods, means, instruments, and levers of influence on market processes represents the competitiveness management system. They are adopted by the governing bodies of all hierarchical levels for the economic development of a specific component of the financial system. The article examines modern tools for managing the price competitiveness of agricultural products in a dynamic and unstable market environment. The essence of the concept of "price competitiveness" is revealed, and the main factors influencing its formation in the agricultural sector are analyzed. Key approaches to the formation of prices for farm products are identified, including: cost, competitive, and value approaches. Particular attention is paid to such tools as price differentiation, minimum price strategy, flexible pricing, the use of indicative prices, and accounting for logistics costs. The need to consider the domestic and foreign market situation, changes in the demand structure, and global price trends is substantiated. The impact of price on the consumer is determined by establishing its appropriate level. Price is considered one of the product's inherent properties, alongside its consumer properties and quality. The importance of integrating digital technologies into the pricing process is emphasized, particularly using analytical platforms that enable real-time market monitoring. Directions for improving price competitiveness management mechanisms are proposed, which can ensure increased economic stability of agricultural enterprises, adaptation to fluctuations in the external environment, and preservation of market positions. The process of developing pricing policy is one of the most complex and responsible sections of management, based on the study of market conditions (levels and dynamics of product prices, forms of price and non-price competition used in this market) and the analysis of financial indicators of the enterprise.