Diretrizes para qualificar a estruturação do processo de implementação de estratégias de precificação

Abstract

Pricing at a strategic level is, according to the literature in the area, potentially capable of generating positive results for the marketing and economic-financial performance of companies. However, the process of structuring and implementing pricing strategies generates many doubts for managers who still use their experience and intuition to define prices, as they do not have a clear definition of what the assertive process for doing so would be. Therefore, this work defined the general objective of proposing a set of guidelines to qualify the structuring of the process of implementing pricing strategies in the context of the food industry. To this end, qualitative research of an exploratory nature was carried out, operationalized through in-depth individual interviews, with a semi-structured approach, with twelve professionals linked to senior management and the areas of market (marketing or commercial/sales) and controllership (finance or accounting) of four companies in the food sector. Based on content analysis carried out with the aid of the NVIVO software, and from the perspective of the theoretical framework, this work provides a set of guidelines to qualify the structuring of the process of implementing pricing strategies, in which the key elements that make up this process They are arranged in an organized and sequential manner, valuing the theoretical concepts developed by researchers and making their application clearer. It also makes clear the need to bring together qualified professionals through a Pricing Committee with transparent access to information, creating a collaborative space through which professionals can actively participate, acquiring a systemic view of the process and, over time, improving the company's pricing capacity, as a capacity to be permanently developed. This work, developed in an intentionally planned and strategic way, can generate benefits for the performance of companies, as it will result in more assertive prices proposed to their customers and/or end consumers, which in turn will create an appropriate communication link and the construction of a market positioning that can create possible differentiation in relation to the competition, leveraging its revenues, profitability and the construction of a market positioning that can foster possible differentiation in relation to the competition, leveraging its revenues, profitability and profitability.