Pricing Strategy

Business Without Pricing Strategy Is A Way To Failure

Before you start a business, you should already have decided what product to develop or sell, and at what price. Usually, businessmen are thinking too much about what to offer, where to sell and how to be better than their competitors. The pricing comes on the last part of the product offering, thus the price is normally being quickly decided without enough consideration.

In the case where the product is already being sold successfully by the competitors, the popular way to set price is to follow the competitors' price. To make it more attractive, the price is set a bit lower from the competitors. Again, the method may seem attractive, but eventually the profit would not be up to the expectation.

Pricing strategy is started from the business objective, or the reason the product is developed. Many organizations thought that to achieve the maximum profit is already an objective. Although it may sound true enough, but in the real business world, maximizing profits may not always be the goal.

It is depressing that majority of the organizations today still unsuccessfully determine the real objective when it comes to pricing. Even giant companies, who have been standing on top for decades, are still unsure of what they are pursuing whenever a new product is developed. The target is just to sell everything they are capable of creating, expecting to dominate all the markets under their grasps. The major consequence of this indecisive act, would only lead to internal cannibalization. These companies therefore would only survive in the fierce business competitions, if not drown slowly into devastation.

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