Page 314 - NEWNORMAL_ANIMATED

NEW NORMAL

Soňa Španielová
Ing. et Ing. Soňa Španielová, Ph.D., MBA is a consultant for
strategic management and planning in the conditions of
small and medium-sized enterprises and she is intensively
involved in managerial education. She also teaches strategic
management at the Business Institute in Prague and
management at the College of Political and Social Sciences.
Price Strictly Professionally Calculated

HOW MUCH IT COSTS AND WHAT a good cask wine out of a jug but if you want
TO WANT FOR IT to impress a young lady at the first dinner, you
This text is intended for small, family wine- will order a wine that has a sound ... and it also
ries. Large companies have their own econo- costs accordingly.
mists, work with information systems such as The price from the point of view of the
SAP or other Enterprise Resource Planning producer, the winemaker, is essential for this
System, etc. and can analyze the inputs for material. On the way to the consumer, it en-
each bottle. A small winery often „calculates“ ters at least one more, sometimes two stages
the price by firing from the hip so that it so- in the off trade market (wholesale and retail)
mehow works out. Sometimes they „fire“ their and at least one stage in the on trade market
discounts this way too. (restaurants); however, a wholesale company
Here is a basic guide on how to avoid specialized in deliveries to gastronomy usually
unnecessary mistakes and losses in the enters the process here.
wine economy. Pricing is one of the key decisions that eve-
The price is an expression of the exchange ry producer must make. A properly set price
value of the goods. is one of the basic conditions for a long-term
This means that on the part of the offeror successful business.
(producer) it must cover the production costs When setting the price, we must be aware of
and ensure a reasonable profit, while on the the goal of our business.
part of the demander (customer) it must pro- It can be the maximizing of our profit or
vide the expected satisfaction of the custo- maximizing our sales, increasing of the
mer‘s need for the money spent. current market share or elimination of the
It needs to do that both from the materi- competition.
al point of view, which is the corresponding In times of crisis, survival may also be
quantity and quality of the product, as well a short-term goal.
as from the intangible point of view, which The goal defined in this way will then fun-
is the psychological perception of the useful- damentally affect the creation of the product
ness of the product, i.e. the social status that price and the entire pricing policy.
the product brings them. You know that you The basis for pricing is the calculation of
and your group of friends would like to pour the lowest possible price at which we are able
314