Assortment Portfolio Price Positioning of a Transnational Corporation in the Ukrainian Market

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.

Data driven pricing strategies for hotels during COVID-19 pandemic

“…This indicates that PBP strategy is the most successful strategy that can be adopted by the hotel managers during the COVID-19 or any other pandemic situation. This result is in agreement with earlier research in other service and product industries (e.g., Abrate and Viglia, 2016;Bitran and Caldentey, 2003;Cao et al, 2003;De Toni et al, 2017;Noone et al, 2013;Razak et al, 2016;Smerichevskyi et al, 2019;Yulisetiarini and Prahasta, 2019). The implications to the financial managers of the hotel are that they must find means to make the PBP strategy work to the advantage of the hotels to the best possible extent.…”

“…Noone et al (2013) based on their survey of 6,998 US-based hotels with a data of over an 11-year period found a strong correlation between PBP and HTR; however, the impact was significant for short-term revenue in comparison to the long-term revenue. Smerichevskyi et al (2019) conducted a research in the Ukrainian market and developed an algorithm for PBP strategy for transnational organisation for revenue maximisation. Bitran and Caldentey (2003) have developed a stochastic model for PBP strategies to maximise revenue with specific reference to the goods which are highly sensitive to price.…”

“…DFP as a concept is selling the same product or service at different price for different customers based on customer type, time of purchase, location, etc., (Xu et al, 2014). PBP is to place the product or service at a certain position relative to that of the competitors' product or service with an intention to reach the targeted customers (Smerichevskyi et al, 2019). So, the primary objective of this research is to explore how these price strategies would relate to the hotel revenue (HTR) and CST during the COVID-19 situation.…”