Pricing policy, or pricing strategy, refers to the way in which a company determines its prices in order to achieve its commercial objectives. It’s more than just the posted price: it’s a strategic approach that takes into account internal costs, competitive dynamics, consumer behavior and the perceived value of the offering. Properly thought out, it has a direct impact on profitability, competitiveness and brand positioning in the marketplace.
Price is a strategic lever that directly impacts sales volume and, consequently, sales. A well-defined pricing policy enables a company to adjust its offerings in line with market trends and consumer behavior, while maximizing margins. So understanding how to determine the best pricing policy becomes essential for any company wishing to maintain a long-term competitive edge.
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